Jim Groff admitted to a packed room of builders and architects that he doesn't know how to build a house—and that he's not even handy around the house. But the president of Baublitz Advertising in York, Pa., said he knows how to market green homes and remodeling projects to prospective buyers.

Groff, whose clients include product manufacturers, dealers, and builders, provided the following 10 tips for creating a cost-effective green marketing plan:

1. Know Thyself

Groff explained that selling is about trust, and those with the best, most trustworthy stories win over clients. He said builders need to clearly articulate the reasons potential buyers should hire them.

"You must define who you are and live your brand," he said.

2. Know Thy Stuff

Confused consumers don't buy, so builders need to clarify the reasons why they should purchase a green home or remodeling project from your company, Groff said. He also said custom builders need to be knowledgeable about the firm's green building practices, as well as the green products they install and the suppliers with whom they do business. Good sources of information about green products and construction techniques include associations, trade shows and conferences, publications, and other professionals, he added.

3. Don't Go to Market Without a Plan

Groff said green pros should:

Know their markets

Select a target audience. "You can't be all things to all people," he said.

Do a thorough analysis of competitors.

Understand the challenges and opportunities to building green.

Communicate your objectives.

Have a clear and compelling message.

Become the go-to green source for local media.

Develop a realistic marketing/advertising budget (about 2 percent to 5 percent of sales).

Write a timeline for implementing the plan and decide who is responsible for implementation.

Develop metrics for success. Some metrics aren't easily measured—public relations efforts that pay off in the long term, for example.

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