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TABLE OF CONTENTS
HERE’S A SAMPLE OF WHAT’S INSIDE:
“To change someone’s buying behavior, you must reach both their emotional and rational brain. We now know a lot about what does not work. Saying ‘Be green,’ for example, is too broad a challenge. You need to change the mission.” —Suzanne Shelton


 


ON THE COVER
SUSTAINABLE SALES AND MARKETING GUIDE  
Artist: Viktor Koen, 2010 photography and computer-generated collage, 8.2” x 9.” Commissioned by Green Builder Media. Private Collection. All rights reserved.


Visit us at www.greenbuildermag.com for up-to-date news analysis, case studies, new green projects, code and reg updates, thought-provoking blogs, cutting-edge products and much more.


 


ENTER THIS MONTH’S GIVEAWAY ...........4


SUSTAINABLE SALES AND MARKETING GUIDE ...........12
Consumers (and green professionals) see sustainable products and environmental issues through very different filters. Winning even the most skeptical buyer over to green products and lifestyle is possible, but you’ll need to shape your message to suit his or her world view.


FEATURES
Partner for Profits ...........14
Many green builders have found new allies in their old rivals: realtors. The two professions are working more closely together, adjusting both product and pitch to move buyers toward more ecologically friendly living. By Julie Knudson


The Green MLS ...........20
The real estate industry’s inclusion of green criteria in its database of properties could give a huge boost to green designers and builders. By Laureen Blissard


Marketing Green to the Mainstream ...........27
What if you learned that your approach to marketing green homes and products ignores how people really make purchase choices? Here’s new research that may completely change your approach to selling sustainability. By Matthew Power


The SAVE Option ...........42
An advocate for new legislation called “SAVE” argues for mandating the inclusion of energy savings into home loans. By Clayton Traylor


Codes Update ...........46
Building codes are changing rapidly. How can you make them work to your advantage? By Charles Wardell


What Lenders Really Want ...........53
Why are bankers still playing it so safe with regard to lending? What does it take to win their favor? Here’s a lender’s perspective. By Susan Templeton


FROM THE TAILGATE ...........64
New offerings for the sustainable minded.


09.2011
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