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As we anticipate the housing recovery later this year, there is one thing that we can count on. Consumers will be looking for sustainable product design that will save them money.

I have touched on this topic before on IdeaViews, but I would like to shed a different light on the matter.

Builderonline.com published an article in late January called “How to Avoid the Legal Pitfalls of Green Marketing”.  There are few pitfalls when it comes to marketing green products but misleading claims about your products will get you into some serious trouble.

The article is a great reminder of the responsibility that comes with marketing your sustainable products.  Embellishing the truth or even lying about the certifications of sustainable developments will not go unnoticed.  The FTC, green enthusiasts, and competitors will be making sure that developers and marketers are telling the truth when it comes to green homes.

The article cites some great examples of how companies are getting in trouble with their green claims.  Instances where companies are creating their own green rating system, exaggerating features of green products, and making vague claims have gotten reputable companies in trouble.

Builders need to remember that a misunderstanding of the products they build with may result in punishment or scrutiny.  This makes it extremely important that you research your building materials and the companies that produce them.  A failure to do so will not only make you look bad in the eyes of consumers but it will be an expensive mistake to fix if you are forced to replace any alleged building materials.

The sustainable team at Epstein Becker and Green is well versed in the legal issues with sustainable products.

“There are unique features of sustainable construction that we’re helping our clients understand,” said Maxine Hicks, Managing Partner of Atlanta’s Epstein Becker and Green law firm, a leading specialist in sustainable communities “Many of the building products and techniques are new and don’t have a proven track record, and yet the builder, designer and contractors may be liable for achieving a certain performance level for the building.  It’s important to do your homework, and have competent counsel to guide you through the process.”

The last line of the article says it best; “You as the builder are the first target”.

Ashley Jennings has written a great summary on some of the design highlights from the International Builders Show. She thinks, and I agree, that some of her suggestions will make a huge impact on your sales success as we begin our climb out of this recession.

You can read Jennings’s article here.

I won’t go over every product that Jennings mentions in her article, but I will say that I like how she explains why they add perceived benefits for consumers.

Jennings really stresses the need to appeal to the savvy home buyers who are a part of the “Green” consumer market.

I think one of the bigger take aways from her article can be found in the paragraph where she talks about wood flooring.

“Regardless of the wood flooring that you install, it is clear that buyers want hard surface floors that have an eco-friendly oil finish that a sealer with VOC toxins.”

This says it all. As we limp out of the recession and homes start selling again, there is going to be a new wave of consumer demands that many sellers will encounter for the first time. Consumers are going to want the high quality finishes they are accustomed to but are also seeking eco-friendly products that will save them money. I don’t think it’s going to be good enough to boast sustainable building materials without showing consumers where they are going to save money.

As the housing market begins its recovery, we need to makes sure that we are ready to answer any questions consumers may have. It’s highly competitive already and perhaps sustainable homes give you an advantage over foreclosures. Make sure you that you have your product ready for the “new normal” consumer.

When was the last time you really truly communed with nature?

Or better yet, how many of us really want to venture from the comfort of our homes to rough it in the wilderness with Mother Nature’s denizens? The truth be known, most of us want to answer that primordial call of the wild from within the confines of our own property lines; close to the fridge, the flat screen and our favorite lounge chair. Outdoor living, once the domain of early pioneers and settlers, is now the rage for many of us city slickers and suburbanites.

In our day and age, the worship of nature has taken a different path, in many cases one that leads directly from our home to our backyard. As an Architect, I always strive to create designs that not only function, but inspire as well.

Oftentimes, the solution lies in the marriage of indoor and outdoor spaces, where each intuitively compliments the other. Innovative solutions that provide cozy, inviting outdoor areas for relaxation and entertainment can, not only enhance your well being, but provide years of care free enjoyment. These solutions often combine living, dining, recreational and food preparation areas to create unique and dramatic multi-functional statements. While there are a myriad of ways to design outdoor living spaces and countless selections of fit and finish, it is always best to tailor the space to reflect your own lifestyle.

Terraces or lawns fitted with outdoor fireplaces or fire pits, coupled with comfortable seating groupings and an adjacent pond, pool or waterfall provide a perfect setting for a good drink, lively conversation and a glimpse of the stars under the moonlight. Add a pavilion, a hammock, some indigenous plantings and an outdoor kitchen (food always tastes better outdoors to me anyway) and you may never want to go back inside.

These outdoor venues are a terrific way to express one’s individual taste and personality. They transcend age and gender, their appeal is universal and they can be as casual or as sophisticated as one chooses.

Arbors, gazebos, reflecting pools, Koi ponds, waterfalls; moonlighting, you name it, the choices and combinations are only bounded by your imagination. And yes, you can always make room for that flat screen.

While one may think that these oasis inspired retreats are only for the wealthy, effective outdoor living really can be achieved on a budget. Retailers, seeing a burgeoning market, have embraced the outdoor living concept as well, and have quickly moved to take full advantage of this trend. By offering reasonably priced furnishings, accessories and gadgets they have made the outdoor living experience more affordable than ever.

Be it a $10,000 stainless steel do it all grill or a $100.00 hardware store special, a hand built stacked stone fireplace or a portable chimney, the allure of outdoor living is within the grasp of everyone’s budget.

Next time you are relaxing in your piece of backyard paradise, take a deep breath and gaze skyward. You just may be closer to heaven than you think.

Written by Barry Coyle
www.cccaarchitects.com

There is a great article about website development and ranking that I would like to share with everyone. You can read it at Inman.com.

It’s amazing that even the most powerful brands in the world (Coke) can get their website design wrong. The take-away from this is that there are experts in the industry who advise about how to implement SEO, social media, video usage and historically their advise works. Web and social media are such an important part of your marketing package – don’t get it wrong.

Here are a few points and take aways from the article.

Video Rules

Especially for real estate marketing, video can play the key role in search engine optimization as well as enticing the buyer to your community.

We Need To Answer The Questions That Potential Buyers May Have

This is crucial when developing a website. It’s no secret that when today’s consumer wants to learn about a property, they go immediately to the website. When consumers visit a website they are doing so with questions in mind. They are looking for answer to questions they have pertaining to their wants and needs. This could be anything from amenity details to surrounding restraints. When we design our websites, we need to design them with what the consumers may have questions about. And even if the question is negative, you need to address it.

Simple Search Terms

The article touches on simple search terms. This may seem trivial, but you would be surprised how often this is ignored. According to Inman, only 22% of all searches contain four or more words. The lesson here is that consumers search in a simple manner. If you are developing a keyword strategy with phrases containing more than four words, I would suggest you re-think things. I can’t say that you won’t succeed with your efforts with four or more words, but I will say that data proves that keywords containing three are less words are more effective.

67% of Searches are Driven by Off line Channels

The author of the article finds this surprising. I don’t find it surprising at all. I have always believed that real estate is a market where referrals are your best friend. This is why I push social media so much. Social media can take referrals to the next level by putting them on a public channel for everyone to see. Buyers research not only properties, but also the agents and companies selling them.

With that being said, we shouldn’t under estimate the value of word of mouth referrals.

Website design and Web Ranking can seem like a daunting task, but it’s worth every bit of the effort. Real estate companies can’t afford to skimp on their website. You are who your website projects you to be and you only get one chance to make a first impression.

I recently read an article that asks the question, “Is trust the new competitive advantage?”

The answer is an overwhelming yes. With the ways things are evolving in the business world, the trust developed between consumer and company has become the most pivotal selling point.

There are many things that ultimately lead to a trusting relationship. This includes reputation, transparency, familiarity, and personality.

If you analyze the different components of trust, you can better understand what is expected from your business relationships. We are facing a tough economic climate and consumers are frugal because they have to be. Establishing trust beyond the quality of your product is crucial in today’s climate. Having a quality product doesn’t guarantee that it will sell. Consumers want more than just a product; they want a trusting relationship between them and their chosen brands. Hard buying decisions caused by the economy create more intimacy between brands and consumers upon purchase and interaction.

How does all of this relate to real estate?

Real estate purchases are usually the largest buying decisions consumers make. This fact alone makes the process far more intimate than buying groceries. I would argue that trust plays a much greater role in real estate consumer decisions than any other purchasing arena.

People usually buy property as a home or an investment and often times for both. Each of these scenarios requires the utmost trust due to their financial and emotional involvement.

Social media is giving consumers of all markets an effective way of establishing trust with brands they purchase from or will purchase from. If you aren’t participating in the social realm, you are missing out on a great opportunity to establish trust with your consumer.

This is one more reason to use social media. Brands using it for transparency and openness are setting the standard in the minds of the consumer. If you aren’t being transparent and your competitors are, you might be losing sales to an inferior product.

The generation Y home buyer might be the most challenging, but also most rewarding demographic to sell to today.

There are several buyer traits that make this generation difficult to sell to but if you can figure out an effective way to present the value of your product on their terms, you will enjoy this flourishing market.

One of the most important attributes that Gen Y is looking for in a home is walk ability. If you are selling or renting in an urban setting, odds are that easy access to shopping and public transportation are high on your consumer’s list of wants.

The generation Y consumer is smart, young and frugal. At the same time, they desire high quality finishes that will stay inside of their budget. This presents an interesting challenge for homebuilders and sellers. How do you satisfy a desire for high style while also staying within their budget?

The answer is to choose your finishes carefully. This generation of buyers wants something that looks high style but doesn’t have to be the top of the line. I guess you could say that looking good goes a long way with this buyer.

Many would advise builders to avoid the luxury the clichés, which include the fish bowl looking bathroom sinks. Instead go for a clean, modern look with less distraction. It’s all about simple, modern, and clean.

Another thing that Gen Y buyers will be looking for is a certain level of technology within the units. Many believe that tech is not a want for Gen Y, but a need. Even the most basic units are starting to incorporate built-in media systems with iPod docks and pre-wired surround sound systems.

Maybe the most important selling point for generation Y is the price. I am not saying that they want just the lowest price, but they do want the best value. This group is smart and they will negotiate to the end. It’s not that they are cheap, they just want to get the most out of their money and that means we must present a product with high-perceived value.

On the surface, the ULI “Emerging Trends in Real Estate 2010” report paints a grim picture for the immediate future of land development. ULI suggests that you “hit the links” and shift your focus to property management. Here are a couple of other quotes from the report:

“Write off the year, as well as 2011 and probably 2012”

“Forget about construction financing – that’s a pipe dream.”

Not the most encouraging news, but I think it is important that we keep a realistic outlook on our future. That’s exactly what this report is. It’s not sugar coated or unrealistic in its projections.

The future also holds great opportunities and room for some positive news.

New development is probably a dream but there are great opportunities to buy distressed deals and it seems that we are starting to see some of those deals come to the table. If you are cash rich, you are in a great position. Goldman Sachs reports $4 trillion sitting on the sidelines ready to invest.

Included was a small paragraph titled “Dream about the Future”. This excerpt stuck with me after reading the report. While ULI suggests that you put your development ideas on hold, you should still be dreaming and planning for future projects.

The paragraph lists many of the same building trends that I have discussed here on Idea Views these past few months. I love the tone of this section. It’s not overly encouraging, but encourages developers to be proactive with their planning.

Some of the aspects we should be thinking about include urbanizing suburbs, close proximity to mass transit, smaller housing units, and reduced energy expenses. ULI puts it bluntly, “You’ll be stupid not to build green”, and I agree strongly.

A Facebook fan page can serve many purposes.  It can be a RSS feed for blog articles and news or it can be an open forum for page members to discuss certain topics.

Probably the most beneficial use of a Facebook fan page is when you develop it into a community.

In this case, a community would be a place where individuals with similar interests, beliefs, or opinions can come together and interact with one another.

When creating a community on Facebook, you need to remember a few things before you create your fan page.  You need to treat your Facebook community like you would a normal community.

There is a need for Quality

Your fan page must contain quality information.  This is a must when attempting to build an online community.  You can’t build a community with a lack of interaction, and users aren’t going to interact if you don’t provide quality material for them to discuss and comment on.  These materials could be blog posts, news articles, pictures or videos. When posting these items, be sure to remember what the purpose of the fan page is and make sure that your content relates to that.

Provide fans with something Useful

The only reason people will become fans of your page is because you have something to offer them. In the beginning, consumers are not engaged with who you are.  They are only there to get something out of it.  Be sure to provide them with something. Whatever your business may be, think about what potential customers want or need in relation to what you offer. It is critically important to offer something of utility.  Help them with their problem.  For example, if they are looking for a home, be sure to provide them with desired listings and information that will help them find a home.

Give Them a Voice and Be Sure To Listen

If your goal is to create a community on Facebook then you need to make sure the members have the ability to speak.  This means allowing them to post to the fan page wall.  This is where a lot of businesses get it wrong.  What your fans are saying is actually more important to other fans than what you have to say.  You need to LISTEN to your community members.  Potential customers will identify themselves if you pay attention.  Your job should be to stimulate discussion, contribute, and then monitor for opportunities.

Creating social media communities is difficult for businesses to grasp because of the marketing habits of old.  We are so used to posting an interrupting advertisement and waiting for a response.  This is not how social media works.  To be successful with social media, you must always be willing to listen and then respond.  Don’t try and dictate conversation.  Instead facilitate and listen.

There is a great article on WSJ.com about businesses holding on to the traditional method of snail mail marketing.

The article demonstrates how companies are reverting back to the use of traditional direct mail pieces for effective marketing. The key to their success lies in the content of their mailers.

There were a couple of things in this article that stood out to me. For starters, each one had a unique message that reflected there firm’s own personal style. I think this is very important when creating any personal marketing piece. You have to be unique and at the same time stay true to who you are. Humor was one firm’s personality, so they made sure their mailers reflected that. People enjoy personality. Consumers would much rather buy from someone that they feel like they know. No one wants to buy from a stranger.

One business rejected the “mass mailer lists” and constructed their own personal lists. This works well in real estate. I like this method because it’s efficient and cost effective. You don’t pay for the lists and you actually know the recipient is interested in your community. The money you will save can be allotted to a better design of the piece. No one wants junk mail so make sure your mail piece doesn’t look like it. Plus, this gives you a chance to really express your business’s uniqueness without worrying about costs.

I love the idea of integrating snail mail marketing with social media efforts. If you include a call to action on your mail piece involving your social media sites, your mail recipients might begin migrating there. This could eventually lead to the elimination of the mail pieces thus saving you money. It would also be a plus to have them interacting on your social sites.

I am not saying that everyone should be using direct mail pieces, but if you are, take a step back and look at your ROI. Are you getting the results you want? Are you wasting money? If you answered yes to either of those, you need to come up with a new strategy or maybe eliminate the entire campaign. You must first identify why you have a problem before you can fix it.