Last week, I attended and did a presentation at the EnerQuality “Hit the Road to the Code” conference. In 2012, there will be many changes to the Ontario Building Code. Builders are naturally invested in learning about all the latest info regarding code-leading programs such as ENERGY STAR® for New Homes, GreenHouse Certified Construction, and R-2000. People involved in the green building industry tend to focus on a green home’s features and the construction details. Instead, I spoke about promoting the lifestyle benefits of living in a “green” (environmentally-friendly, energy-efficient) new home. Lifestyle benefits are what’s really of interest to our customers, the new home buyers. They want to know how a green home benefits them, not just the earth. And there are real benefits that we should be talking about and marketing: huge savings on energy and water bills; a healthier and more comfortable living environment, with cleaner air, less toxins, etc.; and the feel-good sensation of doing good for the world doesn’t hurt either, I guess.