This session addresses the client side of good indoor air quality (IAQ). Customers regularly ask for energy efficiency because they value lower operational costs and minimized use of fossil fuels. In Bensonwood and Unity Homes’ 60+ years of combined experience building healthy, efficient, comfortable projects, we’ve discovered that clients also care a lot about IAQ, but they don’t immediately realize it. This session compares factors and outcomes of energy efficiency-targeted marketing vs. marketing that communicates the value of high indoor air quality. We will share a framework to create a compelling message that addresses both concepts for your target audience. We will review the importance of air tightness, non-toxic materials, whole-house ventilation, financial strategies, and disaster resiliency as they relate to both energy efficiency and indoor air quality. Session participants will then be challenged to create strategies for communicating these concepts using simple marketing tools. We will reference work developed by Sam Rashkin for the Department of Energy (DOE)’s Zero Energy Ready Home program to guide the use of less technical language in marketing. Using this comparison framework, participants will gain a bigger toolset of talking points to share the value of indoor air quality, and convert more leads into sales.