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| April/May 2007 |
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| Green Is Here to Stay |
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Eco-sound practices make steady gains with builders and buyers alike. Are you prepared to keep pace?
When the Oscars® embraced environmentally friendly tactics this year, there was no question left that “green” had hit the big time. But this isn’t simply a passing Hollywood trend. Green is here to stay, and average home buyers are increasingly seeing the value of eco-sound practices. That means now could be an ideal time to increase your green home-building strategies — and position yourself to meet the growing demand.
Who wants green?
Eco-conscious consumers are no longer a single niche, but can be found in nearly every buyer audience you might target. As energy costs have jumped significantly over the past few years, interest in energy-efficient building materials and appliances has spread to a far wider audience. In fact, surveys done by the National Association of Home Builders (NAHB) and Professional Builder Magazine have shown that home buyers, in general, rank energy efficiency among the top five must-have features in a home.1
Pick Your Eco-Friendly Attributes
Exactly which green features should you consider incorporating? When the NAHB conducted its “Home of the Future” study*, asking building-industry insiders what changes they expect to see by 2015, responses included these green building traits:2
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Increased demand for energy-efficient appliances and mechanical equipment (98%)
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Greater use of water- or energy-conserving devices (89%)
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Energy-efficient windows (89%) |
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More green and sustainable products (75%) |
But it’s not enough to simply offer options. Consumers also “want to make sure that any additional costs are paid back in a reasonable amount of time through energy bill savings,” says Ray Tonjes, custom builder and NAHB Greenbuilding Subcommittee Chair.3
For example, a Fort Worth, Texas, custom builder developed a green home with a monthly utility bill totaling about $15. Construction included:3
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Passive solar design
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Native Texas plants (no extra watering needed)
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Low-flow faucets, dual-flush toilets |
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Decorative compact fluorescent lighting |
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Structural insulated panel walls |
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The latest heating and cooling systems |
Promote Your Green Streak
To market your green building efforts, focus not only on the positive environmental impact, but also be prepared to share tangible figures that show how these upgrades can help your customers' pocketbooks.
To show the average home buyer how smoothly and seamlessly eco-friendly features can meld into their home, also consider outfitting one of your model homes with green upgrades.
To Learn More
Today, you'll find more resources than ever to help you understand green building initiatives and how to incorporate these ideas (and ideals) into your new homes, so you can keep up with your builder peers and attract more customers. Visit these sites for more information and inspiration:
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“Marketing Energy Efficient Homes,” Mark LaLiberte, EEBA News, Jan. 2006 |
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“Rapid Changes Foreseen for Home of the Future,” Nation’s Building News Online, posted Feb. 26, 2007, viewed Feb. 27, 2007 |
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“NAHB Builders Bring ‘Green’ Down to Earth,” NAHB press release, Feb. 9, 2007 |
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