How to Market High-Performance Homes in a Way That Feels Human, Builds Trust, and Drives Referrals

Marketing high-performance homes takes more than explaining better systems or listing what they cost. Buyers want to understand what those choices mean for the way they live. In this session, Charlotte Mustard of IMW Group will walk attendees through how to market high-performance homes in a way that feels more human, builds trust, and creates stronger referrals, with supporting examples and perspective from her client, Ben Bogie, co-owner of BPC.

Charlotte will cover how buyer priorities are shifting, how to talk about high-performance benefits in more relatable language, how content and visibility help build confidence before the first call, and why architects, collaborators, and past clients all play an important role in building trust and referrals. Throughout the session, she and Ben will share practical examples, real proof points, and easy-to-follow ideas drawn from the work they have done together over the last year. Whether attendees are handling marketing in-house or working with outside support, they will leave with a clearer sense of what works, what builds trust, and how to make this kind of marketing easier to execute consistently.