So, it stands to reason, any real estate investment analysis is more than just about the land, square feet and building materials. Let’s appreciate how you perceive its value; and how, or if, you can measure its performance against your expectations. Sometimes, it begs the question of whether it summons your feeling of well-being. You may even ponder if it will protect you, to mitigate risks, unforeseen.
In his article, Drivers of Preference: Why Consumers Will Buy Green, Author Richard Seireeni discusses building credibility to craft a simple and compelling green message while differentiating oneself from greenwashing competitors, where he cites excerpts from his book titled: The Gort Cloud, The Invisible Force Powering Today’s Most Visible Green Brands. Seireeni examines the eco-friendly household cleaning products of Seventh Generation, to report “environmental and social responsibility are not the main reasons people are buying.” Rather, “for a majority of their most loyal customers, who turn out to be issue-aware women with children, the primary driver of consumer choice turns out to be safety,” said Seireeni. “Many women simply want fewer toxic chemicals in their homes.”
In 1998, I was initially motivated by a desire for a healthier home with better air quality with less allergens and toxic chemicals. As a concerned mother, I designed my concrete block home to be poison-free, choosing a borate soil treatment alternative over a carcinogenic termiticide, and used borate-impregnated framing lumber combined with a spray-on borate insecticide/fungicide wood preservative called Tim-bor®. I selected Cocoon® cellulose insulation made from recycled newspaper treated with borate as a fire retardant, which was also pest-deterrent with air stopping and sound-proofing attributes, as a bonus.
Comfort, health and safety are now widely recognized as primary drivers of buyer preferences. It’s about your life, your health, your family, and your dreams. But, be advised, smart and healthy real estate choices, such as these, may cause you to suddenly bubble with joy and laughter without warning, render endless peace of mind, or be imprinted with happy memories for generations to come.