Building Green, Earning Green: Consumers Want Healthier Remodeling
In a new study, researchers at the Joint Center for Housing Studies of Harvard University have identified that consumer interest in healthy home environments is at an all-time high.
That interest extends to healthy home remodeling projects.
Younger homeowners, those 25-44 years old, are most concerned about their home environment having a negative impact on their health, says the study. But awareness is up across all age groups.
The most important finding for you is that only half of remodeling contractors actively participate in this market niche, according to JCHS’s January 2019 report “Healthy Home Remodeling: Consumer Trends and Contractor Preparedness.”
Of those that do offer healthy home remodeling, more than two-thirds of remodelers participating in the study say that it’s resulted in increased customer satisfaction and loyalty.
One of the barriers, for both clients and remodelers, to greener remodeling projects and practices is that those materials are more expensive. Training and certification programs focused on healthy home remodeling practices also cost time and money.
Is this a Niche?
We talk often about finding your unique selling proposition, and how important positioning is in your marketing and business growth.
We also hear and read so much about how to reach Millennials, who are increasingly becoming first-time homebuyers. That age group is the most concerned with how healthy their homes are.
Take these two factors, and it’s not a big leap to think the key to reaching Millennial remodeling clients could be using green building practices and materials, while telling them about it in your marketing.
There is really strong interest on the part of those younger consumers, particularly those with children, on living in environments that won’t have a negative impact on their health. They’re more aware in selecting home-cleaning products, low-VOC paints, and supplies for other DIY projects than their Gen X and Baby Boomer counterparts.
If you’re interested in taking a deeper dive into the study and all the numbers, you can download the study from the JCHS website: Healthy Home Remodeling: Consumer Trends and Contractor Preparedness. Take a look and tell us what you think.