The Preservation-Minded Homeowner in the 21st Century
1 AIA Learning Unit
Speaker: Scott Intagliata, Chief Marketing Officer, The Unico System, St. Louis, MO
This session will share results of in-depth marketing and demographic analysis of the number of historic houses (built pre-1965) in the United States and the priorities of their owners with respect to historic integrity, energy efficiency, and their comfort needs. This session will help architects, engineers, building contractors, and other professionals understand the challenges of working with historic 20th century residences in particular.
- Market Size & Potential for Older/Historic 20th Century Homes
- Citing US Census Bureau date, demonstrate how the number of residences built prior to 1965, having both a significant value and need to balance modernization with preservation concerns can impact one’s professional practice.
- Key Demographics of This Market
- Explore the geographic, cultural, and socioeconomic traits of these homeowners.
- Chief Motivators to This Market
- Explore what matters most to this group when making design or product choices that impact the scope-of-work, costs, comfort needs/wants, energy efficiency, and preservation concerns regarding changes to their homes.
- Effectively Communicating with This Market
- Communicate with owners of 20 century houses regarding their most pressing challenges balancing modern needs with historic preservation using the materials and methods they most prefer.
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