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TRANSCRIPT
Virtual Round Table Series
2017
Marketing a
Healthy Home
June 22, 2017
Rich Binsacca
Housing Innovation Alliance
Nick Hurst
EPA Indoor airPLUS
OUR MISSION:
Foster collaborative insights for housing innovation by bringing together the best and brightest minds in the industry.
PRESENTERS
Rich Binsacca
Director + Chief Communicator
Housing Innovation Alliance
Nick Hurst
Environmental Protection Specialist
EPA Indoor airPLUS
AGENDA
Marketing a Healthy Home
The Big Why
Trends + Progress
What’s Working
Lessons Learned
The Supplier’s Role
Q+A
What’s Next?
The Big
Why
What’s the Problem?
Indoor existence
Indoor pollutants
Asthma + allergies
What’s the Problem?
EPA ranks indoor
air pollution as a
Top 5
environmental
danger
Source: Dodge Data + Analysis, 2015
“Health is a strong purchase driver, and there’s
increasing concern about indoor air quality.”
– Lee Ann Head, VP of Research, Shelton Group
“Healthier, affordable products and systems have found
their way into the mainstream.”
– Gail Vittori, Co-director,
Center for Maximum Potential Building Systems
“Don’t market yourself as healthy if you don’t understand
what a healthy home is.”
– Brandon Weiss, Founder + Principal,
Evolutionary Home Builders, Chicago
Trends +
Progress
• Trainers Guide and a Participant Guide
• Interactive Activities
• Scoring Matrix
Indoor airPLUS Sales Training Kit
Indoor airPLUS Comparison
Discover Indoor airPLUS Homes Customizable Booklet
What’s
Working
Dennis Webb
VP of Operations
Gene Myers
Founder + CEO
Kyle Hunsberger
Dir. of Construction
Bill Bullock
Owner
Geoff Ferrell
Manager of Construction
+ Energy Efficiency
IMPETUS
“We were looking for a way to compete against the foreclosure
market and stay afloat.” – Bill Bullock
“When we re-branded our company, we wanted to showcase
health.” – Gene Myers
COST
COST
“If I break even on it, I’m happy.
There’s no premium for me to do it,
so I don’t charge a premium.” – Bill Bullock
MARKETING
MARKETING
MARKETING
MARKETING
MARKETING
MARKETING
MARKETING
MARKETING
TRAINING
OCCUPANT BEHAVIOR
OCCUPANT BEHAVIOR
“A well-built house is great until
people start living in it.” – Geoff Ferrell
OCCUPANT BEHAVIOR
OCCUPANT BEHAVIOR
OCCUPANT BEHAVIOR
OCCUPANT BEHAVIOR
RISK MANAGEMENT
RESULTS
Lessons
Learned
LESSONS
Lessons
Text
Lessons
Text
“Make sure everyone in the stream
understands the ‘how’ and the ‘why’
and buys into it.” – Geoff Ferrell
The
Supplier’s
Role
Supplier’s Role
Better and more reliable performance + durability
Improvements in filtration equipment, range hoods
Source control
More choices of compliant products
Design + technical assistance
Systems integration
Connectivity + automation + responsiveness
Indoor airPLUS-Compliant Products
Indoor airPLUS-Compliant Products
Indoor airPLUS-Compliant Products
• Market the
features,
benefits, and
your commitment!
• Low-emission
products + third-
party labels
• Website
Q+A
What’s
Next?
UPCOMING LIVE EVENTS
Data-Driven
Business
September 14, Atlanta
Skilled Labor
Solutions
August 15, D.C. metro area
November 14, Bay Area, CA
Off-Site Construction
Solutions
2018 Innovation
Summit
April 16-18, New Orleans
Collaborative Insights for Housing Innovation
www.housinginnovationalliance.com
