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The Preservation-Minded Homeowner in the 21st Century

Tue, Oct 16, 2018 2:02 PM EDT

1 AIA Learning Unit

Presenter: Scott Intagliata, Chief Marketing Officer, The Unico System, St. Louis, MO.

Course Description
This session will share results of in-depth marketing and demographic analyses 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.  

Learning Objectives
Apply lessons learned from comprehensive market analyses of owners of 20th century homes:
  • Market Size & Potential for Older/Historic 20th Century Homes
    Citing US Census Bureau data, 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 20th 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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