When Hubby first started working with me, he wanted to push the energy efficiency of the homes, the upgraded furnaces, the EnergyStar windows.
I told him, "Don't bother. They don't care. Push the hardwood, the granite, the undermount sink, the over-sized basement windows, the oversized porcelain tiles. Pretty shiny things."
He tried his way. For a week.
While you have to know all the other stuff, the less glamourous details and mechanicals, you have to promote what your audience is looking for. Elsewise, why would the Builder bother with thousands and thousands of dollars worth of goodies?