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PERSONA

A family moving upstate from New York City, under moderate financial pressure, seeking an alternative energy home as security against what might happen to fuel and energy sources in the future, and also to support social change. They seek a community where they will continue to have cultural venues and find like-minded (liberal ) people. They also want to spend more time in nature.

SCENARIO

Family is looking regionally (in order to be able to visit NYC occasionally). They have been highly focussed on NYC culture and lifestyle, so do not know the mid-Hudson Valley well yet. They are researching various kinds of alternative energy (solar photo-voltaic, geothermal, solar thermal, etc.). They do not know whether they will purchase an existing home and retrofit, or build a new home.

AIDA STAGES

1. AWARENESS

Unsure of whether to build or retrofit, and unclear about where to move, the prospect is searching for "Green Homes" and"Alternative Energy" homes and becomes aware of the term "Net Zero Energy".

2. INTEREST

Searching for Net Zero Energy Homes (or Zero Net Energy, the companion term) in New York, New Jersey and Connecticut, the prospect is reading through many web pages, looking at various technologies, designs and communities. Any communities that show up are bookmarked, any PDFs downloaded.

3. DECISION

Prospect is ready to start visiting communities and model homes, based on bookmarked sites, downloaded PDFs. Phone calls are placed with Realtors and Developers, and weekend travel plans are made, including lodging and cultural venues. Tourism sites may be consulted. Additional searches will be made for Zero Net Energy homes in communities that will be visited.

4. ACTION

Prospects visit communities and decide to build based on a tested design rather than retrofit. They have discovered Green Acres through its web presence, and make an appointment with broker Wendie Reid to see the development and discuss the technology, and get advice about lodging and culture.