COLUMN: Carmel Hopkins

A group of Las Vegans traveled to Washington, D.C., to be honored last Tuesday by the Environmental Protection Agency for promoting energy conservation in the home-building industry.

When the EPA contacted Marcia Bottfeld, president of Marketing Solutions, in early 2002, it had only a vague idea of how the promotion should be conducted. Bottfeld invited a group of like-minded people to her home and the "Breakfast Club" was born.

Spanning the months of May, June and July during a particularly hot summer, the Energy Star campaign raised $67,000 that was melded with $26,000 from the EPA for a valleywide promotion.

The campaign proved to be such a success, the EPA selected the Breakfast Club to receive an honorable mention for Partner of the Year. It also is using the campaign as a template for campaigns conducted on a national basis to raise public awareness about Energy Star construction, appliances and loans.

Other members of the club who traveled to D.C. were Christy Stratton, marketing support, Pulte Homes; Sia Howe, vice president of marketing, Astoria Homes; and Kathy Hilty, marketing director of Pardee Homes of Nevada. Claire De Jesus, associate publisher of Southern Nevada New Homes Guide, and a member of the club, was unable to attend the ceremony.

Pardee Homes' involvement was so great that Joyce Mason, vice president of marketing in Los Angeles, attended the ceremony to honor her employees.

Public relations firm Faiss Foley Merica submitted more than 20 news releases to the Real Estate section about the 2002 Energy Star campaign.

Bottfeld pointed out the club could not have been successful without dozens of other people who jumped into the effort.

And what an effort it proved to be. In 2002, the Energy Star campaign attracted 24 members and resulted in 58 subdivisions representing about 5,500 homes. That number represented a 10 percent gain in Energy Star-labeled new-home sales.

Shoppers surveyed before and after the campaign showed a 10 percent increase in consumer awareness. In fact, 85 percent of those surveyed agreed with the statement, "Concerns about energy costs affect my decisions about what new home to buy;" and 95 percent agreed, "It's good business for builders to be environmentally sensitive."

The effort has leaped in 2003 with 41 builders and industry members supporting the campaign. More than $95,000, combined with $23,000 from the EPA, will be spent starting May 1 to promote Energy Star locally.

"Last year, three of the Top 10 builders were participating members; this year, six of the Top 10 are," Steve Bottfeld, managing director of New Homes Guide, said.

That, of course, translates into more subdivisions, which means more homes, which means more energy savings.

Astoria Homes, Beazer, Centex Homes dba Real Homes, Del Webb Corp., Desert Wind Homes, Distinctive Homes, Greystone Homes, Hearthstone Homes, Pardee Homes, Perma-Bilt Homes, Pulte Homes and Signature Homes are among the companies which are building all their developments to Energy Star standards in Southern Nevada.

The bottom line is homes built to Energy Star standards are 30 percent more energy efficient. This results in energy savings to the home buyer. Almost all local mortgage providers are offering energy-efficient mortgages, which means the buyer can get more house for the same money.

Carmel Hopkins, real estate product manager for the Las Vegas Review-Journal and Las Vegas Sun, can be reached at 380-4574. Her e-mail address is Carmel_Hopkins@ lasvegasnewspapers.com. Snail mail is P.O. Box 70, Las Vegas, NV 89125.

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