As key influencers of value, the residential property marketing sector have often been a barrier to driving a new market in low carbon homes. Recognising the value proposition already at work in this target market and understanding the time-sensitive context of the “real estate moment” was the key to uncovering the right words to communicate the benefits of low carbon homes to the property marketing industry.
These findings were used to develop the Liveability Real Estate (LRE) framework. This framework uses language clusters to reinforce and clarify key elements of the framework in an accumulative manner to retain meaning and relevance. This layering of information is an important aspect of the LRE framework’s ability to be at the one time ‘simple’ and ‘robust' and is used by The Centre for Liveability Real Estate to drive a new value proposition for new and existing homes.