Most people feel as if society is at a stalemate. Opinions are stuck and steadfast. Tempers flare. Finding common ground with others is more important — and more difficult — than ever. Try these techniques to move toward solutions.

A good product meets real human needs. Abraham Maslow’s hierarchy of needs provides a powerful framework for converting those needs into effective messaging to homebuyers. To sell more zero energy homes, sellers need to link the needs of home buyers with the many tangible benefits of zero energy homes.

There is a special connection between homes and homebuyers. Yet many new homes are marketed like commodities. To effectively sell zero energy homes, it’s necessary to create a direct link between buyer needs and these homes’ intrinsic values.

A report by the Shelton Group shows a gap between how Americans value the environment and their lack of willingness to take action to protect the environment. The good news is that Americans do prefer to purchase environmentally conscious products. Zero energy builders, designers, and realtors can use the insights from this report to more effectively market zero energy homes.