Position Yourself as an Expert Eco-Builder: Embrace Technology

7 steps to successfully setting yourself apart from the pack

Posted on Dec 12 by Dina Lima

Rapid changes in the residential construction industry are providing new profit and diversification opportunities for builders. Those who see and understand these opportunities can position themselves as experts in the field and provide exemplary service to gain an important edge in the marketplace. Knowing where you stand in relation to your competition is paramount. Educating and communicating that position to prospective customers is equally important.

Part 6 of a 7-part series

6. Embrace technology
Buyers of green products are savvy and connected—literally, through online social media such as Twitter, Facebook, and LinkedIn. Position yourself as an expert in your market niche, and exhibit your knowledge through these social media sites with articles, photos, and videos of your projects. Use Twitter to market open houses, Realtor workshops, and informational consumer seminars offered at your model home or job site. Use LinkedIn to connect with other professionals in your industry. You never know whom they are connected to and how your relationship with them could result in a sale.

Consider blogging. A blog is a great way for prospects to get to know you better and learn about current projects. They can see firsthand how your construction process unfolds and how well you work with your customers. One quick tip: Every time you blog, add a tweet on your Twitter page with a link back to your blog. Link between your website and blog as well. Another tip: Webinars, live or recorded, can be posted on YouTube almost effortlessly.

Next week: 7. Stay connected with your customers

Also in this series:
5. Update your website
4. Get organized with a homeowner's manual
3. Listen to your customers
2: Deliver great value
1. Identify your ideal customer

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About the Authors

Michael Chandler, president of Chandler Design-Build, has been designing and building high-performance homes since 1978. He volunteered with the NAHBNational Association of Home Builders, which awards a Model Green Home Certification. Research Center to help create the new NAHB-ICC National Green Building Standard and also worked with his local HBA to establish their Green Building Council and implement a credible third-party certification process. Read more...

Dina Lima (CGP, CGB, CSP, RCS, CAPS) is the founder and CEO of Living Green Institute, a training firm that helps builders raise their eco-leadership to attract more green buyers with ease. She is an instructor of green building and business courses at various chapters of the NAHB. She also is in demand as a guest speaker at consumer education events. Dina is an author, dynamic speaker, educator and blogger. With a BS from the SUNY Old Westbury, NY, and an MS from the New York Institute of Technology, Dina continues her education with the changing times.

Michael Strong is President of Brothers Strong, a nationally recognized residential remodeling firm, and GreenHaus Builders a LEED for HomesLeadership in Energy and Environmental Design. LEED for Homes is the residential green building program from the United States Green Building Council (USGBC). While this program is primarily designed for and applicable to new home projects, major gut rehabs can qualify. A brief overview of the points structure: - Certified: 45 – 59 points - Silver: 60 – 74 points - Gold: 75 – 89 points - Platinum: 90 – 136 points Total available points: 136 Total prerequisite points: 25 home builder. Michael has served on the H.U.D. Partnership for Advancing Technology in Housing committee since 2001 and is a frequent speaker around the country on green building and remodeling issues. He has an MBA from the Monterey Institute of International Studies in Monterey, CA; an MA from Southwest Texas State University; and a BA from the University of Texas in Austin.

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