Marketing Strategies of Residential Green Finance
About This Course
This course explores the intersection of sustainability, finance, and marketing in the residential green finance sector. It is designed to provide a strategic framework for promoting and implementing sustainable housing solutions through effective financial and marketing practices.
Course Objectives:
- Understand the key concepts of sustainability, including SDG, ESG, and materiality.
- Assess risks and opportunities related to residential green finance.
- Learn about financing options and incentives for green housing.
- Examine consumer decision-making in the context of green finance.
- Develop a customized marketing action plan using behavioral economics principles.
This course is ideal for professionals in banking, real estate, and sustainability consulting who seek to enhance their knowledge of green finance and develop strategic marketing approaches to drive adoption in residential markets.
ESG Expert with 13 years experience is sustainability, Mihai has dedicated himself to numerous successful projects related to green buildings (+50 awards & highest LEED project in EU), policy & advocacy (made prosumers in Romania a reality) and sustainable cities.
View MoreKey sustainability frameworks: 3P (People, Planet, Profit), SDGs (Sustainable Development Goals), and ESG (Environmental, Social, and Governance)
The “Alphabet Soup” of sustainability: navigating terminology and concepts
Different perspectives on sustainability:
- Physical scale (local vs. global impact)
- Temporal scale (short-term vs. long-term impact)
- Ambition scale (incremental vs. transformational change)
Practical applications of sustainability in environmental, social, and governance aspects
Drivers of sustainability goals: CEOs, regulations, and stakeholder influences
Stakeholder mapping to identify key decision-makers and their priorities
Risk assessment methodologies:
- World Economic Forum Global Risks Report
- Environmental megatrends (climate change, resource depletion, biodiversity loss)
Prioritizing sustainability efforts:
- Single-Double Materiality Matrix (financial and impact-based decision-making)
- Free Rider Problem and challenges in collective action
Common misconceptions vs. actual characteristics of green homes
Overview of green finance products and services:
- Green mortgages
- Energy efficiency loans
- Incentives for sustainable housing
The economic, social, and environmental benefits of green finance
Case studies showcasing successful green housing and finance models
The psychology behind buying decisions in sustainability
Introduction to behavioral economics and how it influences green finance adoption
Key cognitive biases affecting consumer decisions:
- Loss aversion
- Social proof
- Status quo bias
Emotional drivers in sustainable choices
- Analysis of successful viral marketing campaigns leveraging these principles
Step-by-step development of a marketing strategy
Building the Marketing Canvas:
- Value proposition
- Key partners and distribution channels
- Target audience definition
Mapping the customer journey from awareness to adoption
Implementation and monitoring tools:
- Kanban Board for tracking progress
- Key performance indicators (KPIs) for success measurement
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