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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

Indian Hills At A Glance

Price Range: $129,000 to $350,000

Description: 105-unit development 1,600 square
foot Colonial by Kentco Builders.

Lighting: ENERGY STAR Advanced Lighting
in over 95 percent of homes.

CASE STUDY: Casa Home
Marketing Leverages ENERGY STAR®
to Gain a Competitive Edge

Fran Casanova of Casa Home Marketing knows the
power of marketing value-added features to today's
homebuyers. Since 1997, she has partnered with builders
who provide additional value by offering ENERGY STAR
qualified homes.

Leveraging ENERGY STAR is a win-win situation for Casa
Home Marketing and the home buyer. By selling ENERGY
STAR qualified homes and products, Casa Home Marketing
can differentiate the homes they sell from the competition,
and the homebuyer gets high quality, energy-efficient
products that save on utility bills. In fact, Casanova credits
the ENERGY STAR program with expanding her business
30 percent faster than projected.

"The ENERGY STAR program is one
of the greatest marketing tools in new
home construction today. The ENERGY
STAR Advanced Lighting Package
makes it even better,"

-Fran Casanova, Casa Home Marketing

Having experienced the business benefits of ENERGY
STAR Homes, Casanova now offers the ENERGY STAR
Advanced Lighting Package (ALP) to extend her success.

Her success with the ALP first emerged at the Indian Hills
development. In this development, the ENERGY STAR
ALP was installed in the model home and offered as an
upgrade. Homebuyers liked the fixtures and responded
favorably, purchasing an average of 7 to 10 ENERGY STAR
qualified fixtures.

oEPA

United States
Environmental Protection
Agency

The Bottom Line Advantage

Casanova immediately recognized the value of a full
ENERGY STAR package. "The ENERGY STAR ALP and
ENERGY STAR appliances solidify the ENERGY STAR
program. It enables me to sell a whole package that
is a win for me in terms of sales and a win for the
homebuyer for energy savings and quality." Casanova
further explains, "Selling ENERGY STAR as a whole
package - the house, lights, and appliances - makes the
ENERGY STAR program even better and sets Indian Hills
apart from the competition."


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Saving energy is a major selling point, given increasing
electric and gas prices. Throughout the model, marketing
materials promote the energy-efficient features of the
building shell, appliances, and lighting. Casanova tells
the homebuyer, "Do not go out and buy [these products]
separately, enjoy the benefits of ENERGY STAR as a
whole." Selling as a package helps increase revenues for
the buiider, and the ENERGY STAR ALP alone could save
an Indian Hills homebuyer up to $145 a year in energy bill
and bulb replacement costs.

When homebuyers walkthrough the model and exclaim,
"I love the lighting," Casanova knows she is providing
her customers added value. This is reinforced by the fact
that over 95 percent of the Indian Hills homeowners have
personally selected ENERGY STAR qualified lighting for
their new homes.

Getting the Job Done

The ENERGY STAR ALP is the most visible "energy-saving
feature" of the home. To help select an ENERGY STAR ALP
that makes the model home look great, National Grid (local
utility) and their program representative, Margie McNally,
worked closely with Casanova and Deanna Yahres of
Energy Federation Inc. (EFI), a local distributor of energy
efficient products, to select ENERGY STAR qualified
fixtures that suit the decor of the model home.

To convey the benefits of the ENERGY STAR ALP to
homebuyers, Casanova placed banners and posters
throughout the home and behind the sales desk explaining
the features and benefits of ENERGY STAR qualified
products. The ENERGY STAR mark is on all materials to
reinforce that Kentco Builders and Casa Home Marketing
are offering additional value. As a final touch, Casanova
created customized flyers for homebuyers to take home,
so they could read more about ENERGY STAR.

As a promotional effort, local utilities offered rebates to
new homebuilders for ENERGY STAR qualified lighting.
National Grid provided Indian Hills homebuyers up to $800
towards the purchase of ENERGY STAR qualified lighting
for a limited time, and provided Kentco Builders with
ENERGY STAR lighting packages for their model home.

Within These Walls

The 1600 square foot, 4 bedroom, 2.5 bath, model
home features ENERGY STAR qualified fixtures from
Brownlee Lighting and Sea Gull Lighting, and ENERGY STAR
qualified ceiling fans with light kits from Westinghouse. in
the model home, 22 of 35 installed fixtures are ENERGY
STAR qualified.

Helpful Hints and Sales Tip

•	Let the fixtures sell themselves by displaying
them throughout the model home.

•	Place ENERGY STAR marketing materials that
highlight the features and benefits of ENERGY
STAR throughout the home.

•	Use the ENERGY STAR mark to convey the
message that you are selling high-quality product.

•	Work through a lighting supply company that will
guarantee prompt delivery and a sure supply.

•	Order the lighting fixtures early in the construction
process to avoid fixture delivery delays and to
ensure proper fit in selected locations.

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.

oEPA

United States
Environmental Protection
Agency


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