​Building America research has shown that high-performance homes can potentially give builders an edge in the marketplace and can boost sales, but it doesn't happen automatically. It requires a tailored, easy-to-understand marketing campaign, and sometimes a little flair. This case study highlights the successful marketing approach of Tommy Williams Homes, which devotes resources to advertising, targeted social media outlets and blogs, realtor education seminars, and groundbreaking and open house celebrations. As a result, in one community, 2013 property sales records show that TWH outsells the only other builder in the development at a higher price, with fewer days on the market.