CHANGE FOR THE

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Products that earn the ENERGY STAR® prevent greenhouse emissions by
meeting strict energy efficiency guidelines set by the U.S. Environmental
Protection Agency and the U.S. Department of Energy.
www.eriergystar.gov

CASE STUDY: D.R. Horton
Stays Ahead of the Competition
with ENERGY STAR®

For D.R, Horton, entering the extremely competitive
Sacramento, California market was challenging at first.
But the national builder found quick success through a
simple strategy: build the most energy efficient homes
in the area to differentiate from the competition. Rich
Coyle, the division purchasing director, accomplished
this by partnering with ENERGY STAR to include value
added features like the ENERGY STAR Advanced Lighting
Package (ALP).

D.R. Horton was able to quickly attract interested home
buyers to its newest development, Sierra Valley Oaks, by
offering new home buyers an "environmentally friendly"
package including the ENERGY STAR ALP as a standard
feature in all homes. Coyle comments that buyers
"immediately recognize ENERGY STAR," and choose D.R.
Horton homes for their ENERGY STAR features that lead to
both energy savings and environmental protection.



Sierra Valley Oaks at a Glance

Price Range: $480,000 to $580,000

Description: 71 homes, 2,1900 to 3,300 square feet

Lighting: 100% ENERGY STAR qualified fixtures
standard in every home. Three
ENERGY STAR qualified "Luxury"
lighting upgrade packages.

"Using the Advanced Lighting Package
is the right thing to do for our customers,
the environment and our business."

-Rich Coyle, D.R. Horton Sacramento, CA Division

D.R. Horton promotes the ENERGY STAR Advanced
Lighting Package because of increased profitability, quick
home sales, environmental protection, staying ahead of
the competition, and their commitment to high quality
products.

The Bottom Line Advantage

According to Coyle, the ENERGY STAR Advanced Lighting
Package has had a positive effect on the sales of the
Sierra Valley Oaks community. "We haven't had to 'sell'

SEPA

United States
Environmental Protection
Agency

the ENERGY STAR lighting to customers, the lights sell
themselves!" remarks Coyle. "The fixtures are very
attractive and the lighting quality is very good. Using the
Advanced Lighting Package is the right thing to do for our
customers, the environment, and our business. You can
do the right thing and make a profit." Within three weeks
of opening the model homes, 100 percent of the phase-
one houses were sold. In the second month, all phase two
homes aiso sold pre-construction.

Not only does D.R. Horton offer a 100 percent ENERGY
STAR qualified fixtures as standard in every home, Coyle
is happy to report that they also offer three "luxury"
ENERGY STAR qualified upgrade options. The standard
package features polished brass fixtures, while the
"luxury" upgrades offer fixture packages from the
Serenity or Brandywine families, all manufactured by
Sea Gull Lighting. All Sierra Valley Oaks homebuyers visit
D.R. Horton's design center to selecttheir lighting fixtures.
The new homeowners are so pleased with the ENERGY

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STAR qualified lighting that a majority have selected one
of the higher priced, "luxury" ENERGY STAR qualified
lighting upgrade packages. For Coyle, "selling these
popular upgrades is a great profit opportunity."

According to Coyle, the ENERGY STAR Advanced Lighting
Package has been such a positive selling point for the
Sierra Valley Oaks homes that they are currently planning
to offer the ENERGY STAR ALP to buyers in a number of
future Northern California developments.

Getting the Job Done

ENERGY STAR qualified lighting is an integral part of the
marketing message atthe Sierra Valley Oaks model homes.
Each model home has a room devoted to energy efficiency
that D.R. Horton calls the "Home Advantage" center. It is
here that the Advanced Lighting Package's benefits are
explained; using savings charts and electric meters as
visual aids to show the utility bill savings. In addition, all
the lighting fixtures have ENERGY STAR hang tags on them
and the sales staff is trained to sell the benefits of ENERGY
STAR qualified lighting. Potential buyers who visit the
model homes immediately understand the benefits of the
ENERGY STAR Advanced Lighting Package. "They don't
need to be convinced," says Coyle. "When they see the
fixtures, they are very pleased with how attractive they
are. When they learn that they are energy efficient, they
are very pleasantly surprised."

Staying Ahead of the Curve

Coyle feels that D.R, Horton's Sacramento division is better
prepared to face the future of new home sales because
they are promoting the ENERGY STAR Advanced Lighting
Package. While some homebuilders in California were not
prepared for the 2005 lighting efficiency requirements,
Coyle comments that meeting the new energy codes was
not only painless but profitable with the ENERGY STAR
ALP as it puts them ahead of their competition. "ENERGY
STAR fixtures are attractive and high quality, and our
customers appreciate that we are doing the right thing for
the environment. I know this is the future of home lighting,
and we are happy to be on the inside track,"

oEPA

United States
Environmental Protection
Agency

Within These Walls

The three Sierra Valley Oaks model homes range in size
from 2,190 square feet to 3,332 square feet and feature
between 3-5 bedrooms and 2-3 baths. All homes feature
a standard, 100 percent ENERGY STAR qualified fixture
package; plus three ENERGY STAR qualified lighting
upgrade options featuring Sea Gull Lighting's Serenity
and Brandywine families. Each of the ENERGY STAR
qualified lighting packages are displayed individually in
the development's model homes. Coyle comments that for
potential buyers, viewing the fixtures is "a very positive
experience, people are pleasantly surprised to learn that
the beautiful fixtures are also ENERGY STAR qualified."

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Helpful Hints and Sales Tip

•	Educate potential buyers about why energy
efficiency is beneficial to their bottom line
and the environment.

•	Prominently display ENERGY STAR qualified
lighting fixtures in your model home.

•Work closely with a lighting manufacturer, sales
representative, or designer who is knowledgeable
of ENERGY STAR qualified lighting products,

•	Educate sales staff on how to explain and sell
the benefits of the ENERGY STAR Advanced
Lighting Package.

For More Information...

on the ENERGY STAR Advanced Lighting Package, visit
the ENERGY STAR Web site at www.energystar.gov or
send an e-mail to ENERGYSTAR_ALP@icfi.com.

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