How to Define
the Value of Ratings

Rater Marketing
Tool Kit

Considerations in a
Rating Marketing Plan

PowerPoint
Presentations

EPA ENERGY STAR
Marketing Materials

RESNET Lenders
Corner Web Site

Fannie Mae Energy
Efficient Mortgage
Consumer Fact Sheet

Sample of Energy
Rater Web Sites

How to Write Effective
News Releases

How to Define Value
of Ratings

EPA ENERGY STAR
Advertising
Partnerships

Definition of Rating
Services

High Performance
Homes Public
Awareness Campaign

Any effective marketing strategy will define the value of your services to your customers. By considering the value of your rating services to your various customers you will be able to tell your story more effectively.

As a starting point the following are potential benefits of ratings to builders, lenders, marketing agents and consumers:

• Tap the Growing Market Trend Toward More Energy Efficient Homes
  Across the nation there is a growing consumer demand for high performance, energy efficient homes. This growing market demand is best illustrated by the fact that in 2002, 3% of all new homes built met the ENERGY STAR Homes standard.
  
  Another illustration of the potential market power of homes that are rated to be energy efficient is a consumer survey completed by Pulte Homes in Tucson, Arizona. The Pulte study found that 88% of the consumers who purchased Pulte ENERGY STAR Homes listed the energy features of the home as important in their decision making. Click on Pulte Homes Market Survey (link to to view the study.
• Present the Energy Efficient Builder the Opportunity to Differentiate Their Product Through Marketing of the Energy Efficient Features
  A home energy rating provides proof for a builder to demonstrate the energy efficiency of the home through an independent on-site inspection by a qualified building performance professional - a home energy rater. The energy efficient builder can differentiate his homes in the market place through this verification.
• Increase the Buying Power of Consumers
  An energy efficient mortgage increases the buying power of consumers purchasing an energy efficient home by crediting the home’s energy savings in the loan qualification process and the home’s appraised value. This not only increases the number of families able to afford a home but also allows consumers to afford more of a home. A home energy rating is the key that unlocks the access to an energy efficient mortgage.
• Demonstrate Good Corporate Citizenship by Enhancing the Quality of the Environment and National Security
  Responsible builders like to be perceived as responsible corporate citizens in their community. The energy we use in our homes is responsible for a large portion of pollution caused in this nation. In addition, the large amount of oil imported to our nation from the volatile Middle East raises serious national security concerns. An energy efficient home reduces pollution and the demand for Middle Eastern oil. Builders can demonstrate their corporate responsibility by building and marketing energy efficient homes.

For more information on the benefits of home energy ratings to builders click on Energy Rated Homes web site at www.erha.com/builders.htm.

• Determine the relative energy efficiency of a residence when purchasing a home
  Many of the energy efficient features of a home are hidden once the dry wall goes up and it is difficult for a consumer to know the energy efficiency of a home. A home energy rating involving diagnostic testing, will give a home buyer a third party verification of the home’s energy efficiency.
• Make educated decisions when investing in cost-effective energy improvements to the home
  Besides providing a rating of the home and projecting its energy costs, a home energy rating provides a home owner with a listing of cost-effective energy improvements for the home and the economic return on investment from making those improvements.
• Add the cost of making the energy improvements to the mortgage loan through an energy improvement mortgage.
  An energy improvement mortgage will finance the energy improvements recommended by an energy rating as being cost-effective into the mortgage loan at the time of the purchase or during refinancing. An energy improvement mortgage does not require any additional qualification and in most cases does not require any additional money down. Mortgage interest terms are much more attractive than credit card or consumer loans.
• Qualify for a higher quality, energy efficient home
  An energy efficient mortgage increases the buying power of consumers through crediting the energy savings of a high performance energy efficient home documented through an energy rating into the mortgage loan. An energy efficient mortgage will not only qualify more families for a mortgage loan but will allow a home buyer to afford more features in a home than they would otherwise.

Last Updated: 05/25/04