Program Design

CASE STUDIES 7 of 8

Building Homes that Deliver Efficiency

New York ENERGY STAR® Homes Program

Client: New York State Energy Research and Development Authority (NYSERDA)

Location: State of New York

Challenge/Business Need

Today’s buyers want a home that is as energy-efficient as possible, but consumers may not know whether the new house they want to purchase fits the bill. The New York ENERGY STAR® Homes Program gives homebuyers peace of mind through a third-party evaluation system that guarantees the home meets the highest energy efficiency standards. Generally, a home with the ENERGY STAR designation is 30 percent more efficient than a typical home.

ENERGY STAR is a joint program of the U.S. Environmental Protection Agency and the U.S. Department of Energy dedicated to helping consumers save money and protecting the environment though energy-efficient products and practices. Only businesses that partner with an ENERGY STAR program sponsors may use the logo, ensuring the value and credibility of the brand.

CSG’s ROLE

CSG was selected to implement the New York ENERGY STAR Homes Program and to provide marketing services, including an extensive advertising campaign to educate consumers about the benefits of owning an energy-efficient home. Those benefits are:

• Lower utility bills
  
• Increased comfort
  
• Safety and peace of mind
  
• Healthier indoor air
  
• Durability
  
• Environmentally friendly home

Strategy & goals

CSG core strategy was to raise awareness in the local building community and with consumers. Participating builders achieved the highest level of energy efficiency through:

• Proper insulation
  
• Tight construction
  
• Advanced windows
  
• State-of-the-art equipment
  
• Sealed ducts
  
• Whole house ventilation
  
• Combustion safety

Impact

As a result of this program, more new homes are built in New York to the highest energy-efficient standard. Consumers can be confident they will enjoy lower utility bills and the comforts and energy-efficient home provides, because a neutral third party has verified their home’s efficiency.

Builders receive the benefits of cooperative marketing, advertising and branding. They can also receive up to $50,000 through the co-op marketing program. The program offers other incentives including up to $3,000 for a model home. Also, builders are able to better compete in a tight real estate market, by offering a feature backed by a reputable, nationally-recognized brand.

CSG Contacts

Dave Beaulieu, Program Director