SITUATION
Local builder, Treasure Homes was set to debut its first zero energy community in Fallen Leaf at Riverbend—an in-fill project in the Natomas neighborhood of Sacramento.  It sought to educate consumers in its niche green market and attract media attention for its innovative homebuilding product. The struggle was to get buyers past the misperception of expensive, high-tech and untested energy efficient products, especially solar electricity systems. This situation was made even more challenging because of the rapidly declining real estate market and low consumer confidence.  The messages they needed to get across was how living in a zero energy home was just like living in a traditional home except for the economic payoff of having virtually no electric bill and helping the environment. The goal was clear: educate, educate, educate.

SOLUTION
Barcellona’s first task was to create a zero energy information room to illustrate the economic and environmental benefits of the home. The education room used interactive displays, video and signage to present an organized and informative review of the home’s capabilities and potential savings. A heavy public relations push was coordinated to coincide with a grand opening event. Local officials, media representatives and the public alike were invited to come tour the models.

Subsequent research resulted in a strategy to target buyers with a pre-existing affinity for energy efficient products. Barcellona partnered with the local utility to reach out to their energy conscious customer base and other eco-friendly residents via various mediums.

Barcellona helped close out the community by targeting state legislators in addition to others with an affinity for environmentalism who would benefit from the community’s proximity to downtown and its public transportation options. The marketing message challenged consumers to “finish what you started” by standing behind their convictions and taking their pledge to sustainability beyond recycling and riding public transport to work by purchasing a sustainable home.  Clear, concise marketing and narrowly targeted media choices were crucial with the limited budget of this small homebuilder. A strong reliance on strategic public relations also helped Treasure Homes stretch their dollars for maximum exposure. 

RESULTS
The public relations campaign was very successful, securing hits in important local and nationwide publications including the Sacramento Bee, Sacramento News & Review, Prosper Magazine and Builder Magazine, resulting in steady sales. Barcellona also won The Nationals™ award for Best Marketing Campaign for a Green Built Community at the 2008 International Builder Show for its work with Treasure Homes near the close-out stage. Barcellona’s work with Fallen Leaf at Riverbend has had significant impact on the proliferation of zero energy and green home building information in the marketplace.