st three reasons that this comparison is not totally fair. First, while Ferraris and ICF homes actually cost more to manufacture than their counterparts, the Ferrari is more expensive to operate and maintain while an ICF home is much less expensive. Second, financial "return on inImagine two automotive dealerships side by side. Imagine that one is a GM dealer and the other is a Ferrari dealer. How do you think a potential client would be treated at the Ferrari dealership if he demanded a Ferrari, but only if allowed to purchase the Ferrari at a GM price point?

Now imagine two homebuilding businesses side by side. Imagine that one is a stick builder and the other is an insulating concrete forms (ICF) home builder. How do you think a potential client would be treated at the ICF home builders business if he demanded an ICF home, but only if allowed to purchase the ICF home at the stick builder's price point?

First, it is important to understand that both auto dealerships offer automobiles that get a person from point A to point B and that both home builders offer homes that provide adequate shelter from the elements. If this is true, then on the surface, it would seem reasonable to demand that all vehicles and all homes should be similarly priced in a highly competitive marketplace. Strangely, this is not the case and it certainly is not reasonable.

Now there are at least three reasons that this comparison is not totally fair. First, while Ferraris and ICF homes actually cost more to manufacture than their counterparts, the Ferrari is more expensive to operate and maintain while an ICF home is much less expensive. Second, financial "return on inv

int?

Now imagine two homebuilding businesses side by side. Imagine that one is a stick builder and the other is an insulating concrete forms (ICF) home builder. How do you think a potential client would be treated at the ICF home builders business if he demanded an ICF home, but only if allowed to purchase the ICF home at the stick builder's price point?

First, it is important to understand that both auto dealerships offer automobiles that get a person from point A to point B and that both home builders offer homes that provide adequate shelter from the elements. If this is true, then on the surface, it would seem reasonable to demand that all vehicles and all homes should be similarly priced in a highly competitive marketplace. Strangely, this is not the case and it certainly is not reasonable.

Now there are at least three reasons that this comparison is not totally fair. First, while Ferraris and ICF homes actually cost more to manufacture than their counterparts, the Ferrari is more expensive to operate and maintain while an ICF home is much less expensive. Second, financial "return on in

but only if allowed to purchase the ICF home at the stick builder's price point?

First, it is important to understand that both auto dealerships offer automobiles that get a person from point A to point B and that both home builders offer homes that provide adequate shelter from the elements. If this is true, then on the surface, it would seem reasonable to demand that all vehicles and all homes should be similarly priced in a highly competitive marketplace. Strangely, this is not the case and it certainly is not reasonable.

Now there are at least three reasons that this comparison is not totally fair. First, while Ferraris and ICF homes actually cost more to manufacture than their counterparts, the Ferrari is more expensive to operate and maintain while an ICF home is much less expensive. Second, financial "return on in

from the elements. If this is true, then on the surface, it would seem reasonable to demand that all vehicles and all homes should be similarly priced in a highly competitive marketplace. Strangely, this is not the case and it certainly is not reasonable.

Now there are at least three reasons that this comparison is not totally fair. First, while Ferraris and ICF homes actually cost more to manufacture than their counterparts, the Ferrari is more expensive to operate and maintain while an ICF home is much less expensive. Second, financial "return on in

st three reasons that this comparison is not totally fair. First, while Ferraris and ICF homes actually cost more to manufacture than their counterparts, the Ferrari is more expensive to operate and maintain while an ICF home is much less expensive. Second, financial "return on investment" calculations are not performed on automobiles since resale value typically declines 60% within four years of ownership. Conversely, homes typically increase in value over any given time frame. Finally, no one honestly believes that you can purchase a Ferrari at a GM price, while the same can't be said of ICF construction versus traditionally built structures.

As ICF industry professionals, we know that we have a premium product with value beyond comparison, yet the industry seems both bashful when discussing benefits and apologetic about the value of the product when discussing price. Here are three things you can start doing today to properly "frame" your ICF business and increase your sales immediately.

First, stop comparing your product to traditional construction technologies. The Ferrari dealer would never allow his product to be compared to a GM product under any circumstances. The essence of ICF technology is superiority in every measurable category and is therefore not comparable to traditional construction technologies. By allowing the comparison of ICFs to traditional constructi