Over the last year, the combination of material price increases and dramatic interest rate upticks, approx. 15 million US households can no longer afford to purchase a median priced home1. Add to this a recently released report from Fannie Mae that reflects increases in consumer pessimism toward mortgage rates and homebuying in general, with 73% of survey respondents reporting that today is a “bad time to buy a home”2 … the days of waiting list / homesite lottery’s / and buyers willing to wait 8-12-18 months for a new home may be coming to an end. We believe it’s time to innovate in advance of this job threatening disruption. But there is good news for the high-performance homebuilder. And that is that those who illustrate the value proposition of their homes using a holistic approach; bundling price, home performance and financing (with comfort/IAQ/Water efficiency), can increase demand for their high-performance homes and position themselves to get their unfair share of the shrinking pool of prospective homebuyers. The session will address this opportunity using a three-fold approach … (1) the initial focus is an overview of what a green home is and how they are the sold/marketed today, (2) the second focus of the session is the introduction to compare/contrast these current strategies with a proprietary the ProjectTCOTM approach. This segment will show the audience the power of using the ProjectTCOTM program to; (a) from a planning perspective, determine a cost-effective target HERS Index, (b) understand how mortgage financing structure can enhance purchasing power, (c) understand how a home builder can “price in” expanded homebuyer pools to gain market share/sell more homes, and (d) an illustration of the long term and short term TCO savings/wealth building for prospective homebuyers (calculated on a year by year basis). Focus (3) is how do we recommend that builders and marketing teams support the ProjectTCOTM initiatives using a transformational training program referred to as TotalTCOTM. This training equips on-site agents/co-op agents with tools to illustrate why a high-performance home is a superior value. The training also empowers prospective home buyer clients with tools to help them make the best financial and performance decision also using a holistic perspective. In closing, the new home market has changed in 2022 and will continue to change into 2023 and beyond. We believe that home builders that adopt a strategy to deliver a superior value proposition will prosper … this session will empower them to do so. 1 Based on assumptions from the NAHB Priced Out Estimates for 2022 2 Fannie Mae Home Purchase Sentiment Index – March 2022