 Oilheat featured at International Builders' Show - 4/2003  It was the first week of February at the cold and wet Georgia World Congress Center in Atlanta. In the center of the parking lot stood a semi-finished three-story, 52-foot frame house containing approximately 2,200 square feet of living space. As shivering visitors stepped from the bonechilling weather into the house, they were instantly treated to the comforting warmth of oilheat. They were all part of the 72,000 people attending the International Builders Show, Feb. 8-10.The unusual structure was known as the "Behind the Walls House," which was specially constructed to demonstrate the benefits of "green building. " Every product used in the "zero energy" home was evaluated as to how it would affect the health of the occupants, comfort of the indoor environment, and efficient operation and maintenance of the home. The "Behind the Walls House" features an oilfired outdoor heating/cooling unit (Thermo Pride) and an oilfired water heater (Bock), with a through-the-wall venting system; the heating oil is stored in a Roth aboveground tank. S.A. White Company of Marietta, GA provided the fueloil used during the three-day demonstration of oilheat. The unique house was designed by Allison Ramsey Architects and constructed by Julius Poston of Certified Living, Inc. The primary sponsor of the innovative project is LP Corporation—a major manufacturer of lumber, plywood and oriented strand board (OSB) used in building construction. BUILD WITH OIL MAKES IT HAPPEN Oilfired equipment was part of this showcase house thanks to the efforts of Build With Oil, an industry organization that actively promotes the benefits of oilheat to the building industry. "This was an outstanding opportunity to allow thousands of builders to experience oilheat first hand," said Don Farrell of Build With Oil. "Thanks to funding from NORA, OMA and participating OEMs, and a lot of hard work by many industry people, we were able to take full advantage of this opportunity." During the exhibit, the oilheat industry was represented in the Behind the Walls House by Rich Chiles of Thermo Products and George Kusterer of Bock Water Heaters. "It wasn't long before we started to get builders from all over North America walking through the house," reports George Kusterer. "As soon as they found out that the domestic hot water and heat was supplied by fueloil equipment, the questions and literature began to fly. I can't begin to tell you how many people we spoke with during a couple of 10-hour days. The single most asked question was Œyou can do all that with oil?' It was not surprising to find that most contractors in attendance were unaware that fuel-oil was so clean, and most important the efficient fuel of choice. "The time and effort put into this project appears to have been well worth it," continues Kusterer. "Only time will tell, but I do feel that this is the way to get the word out to the contractors and builders. On a national level, we could all assist the Build With Oil program, which has done an excellent job with only limited funding. With NORA in the picture, and larger funding, this should be a home run." PROMOTIONAL SUPPORT The Behind the Walls project was promoted via newspaper, television, and radio (including live broadcasts), a supplemental directory, publicity efforts, direct mail, and cross promotional advertising with sponsors and exhibitors. The total advertising/promotional budget was approximately $550,000. The Behind the Walls House story was also covered in an extensive special article in the February 2002 edition of Professional Builder magazine, which featured the Thermo Pride furnace/ac unit, Bock water heater, and Roth tank—as well as the other energy efficient materials used in the house.  This is exactly the kind of publicity the oilheat industry needs to begin to gain a bigger share of the homebuilders market. A description of the project, with sponsor logo links, is featured on the HousingZone website (www.housingzone.com) and will remain there for a full year. HousingZone.com is an information site for the residential construction industry. It bills itself as "the first stop on the Internet when searching for any topic related to this field." Anytime a builder—or information-seeking web surfer—goes to the HousingZone.com site, there is an opportunity for the story of oilfired products to be told. Additional reference to the "zero energy" home can also be found at the Atlanta Home Show website at www.altantahomeshow.com.BEHIND THE WALLS HOUSE TO TRAVEL After the Builders' Show, the Behind the Walls House will be donated to the Captain Planet Foundation, a nonprofit organization providing hands-on environmental learning for children worldwide. The showcase will be disassembled and relocated in an Atlanta residential neighborhood, where it will be finished, fully appointed and decorated. During all this, the house will continue to serve as a powerful, real-world testimonial to the outstanding advantages of oilfired heating and hot water. The Behind the Walls House is just the first phase of the all-new 2003 Build With Oil/NORA Program. The 2002 program will set up partnerships between Build with Oil and oil companies wishing to market oilheating to builders. Oil company partners will have access to sales training as well as marketing materials to present to builders. The leads generated by the Build with Oil advertising will be available to oil company partners. The partnership program is administered by Don Farrell, Build With Oil director, and is open to all industry parties. To become a Build with Oil/NORA Partner, contact Build With Oil, c/o Oilheating Journal, 973-331-9545 or d.farrell@oilheating.com. |