Home Innovation Insights

If you aren’t currently building green, now’s the time.

Cindy Wasser, MBA
February 27, 2014

Survey Says…Consumers Are Looking for Green Homes

Time and again, I hear the recurring question from builders: “Why should I seek green certification when my customers aren’t specifically asking for it?”

While these builders may not have customers knocking down their doors demanding NGBS Green homes certified by Home Innovation Research Labs (although we'd be happy to accommodate them), customers are responding with their approval and support of green construction.

New consumer research by NAHB and GuildQuality, a leading provider of customer satisfaction surveying for the residential building industry, offers unique insight into how green homeowners feel about their homes – particularly regarding overall satisfaction and promotion.*

I believe these survey findings demonstrate to builders the undeniable value of building green.

  • 94% would recommend a green home to a friend.
  • 92% would purchase another green home.
  • 71% of respondents believe that green homes are, overall, of higher quality.
  • 55% knew their home may have cost more than a non-green home, but believed the benefits outweighed the cost.
  • 90% were satisfied knowing they “did the right thing” in buying a green home.
  • The green aspects most valued by consumers are: low utility bills, energy efficiency, and insulation.

Green certification indicates quality. The NGBS Green Certified mark helps consumers distinguish between verified green and unsubstantiated “green-washing” by traditional builders. The certification mark is a quality assurance mark, indicating the successful completion of third-party inspections and certification.

Green building also offers an opportunity for builders/remodelers to distinguish themselves from the competition and gain new business from consumers specifically seeking green building services. Green certification can help grow your market share. When 94% of consumers would recommend a green home to a friend, green builders/remodelers have the potential to grow and maintain their business through word-of-mouth and reputation within the local community.

If you aren’t currently building green, now’s the time. Builders and remodelers can learn about the simple process for a single-family green home to get NGBS Green Certified. Focus on growing your portfolio of green projects so that consumers will view you as a “veteran” in three years, when the green building community has significantly expanded and become more competitive. Builders/remodelers often say that they are able to certify their homes to the NGBS for little, if any, added cost. Feel free to contact me if you have questions about how to get started.

If you are currently building NGBS Green Certified homes, I encourage you to use the Green Home Satisfaction Survey as a “call-to-action.” Review and enhance your marketing materials and sales pitch to better connect with green-minded consumers. Focus on highlighting your experience and specialized green building product, and adjust messaging to align with themes identified within the study. A good place to take the next step is the www.homeinnovation.com/marketgreencertified page, where you can find ready-made marketing materials.

The NAHB/GuildQuality study shows that consumers are aware that green building practices offer long-lasting comfort and cost savings; and their Interest in and understanding of green building will only continue to grow. New market research by McGraw-Hill Construction reveals that the green home construction market is expected to double over the next three years – growing from $36 billion in 2013 to $83-$105 in 2016. Start preparing now to be a part of it.

*Information was collected from 187 homeowners who purchased an NGBS Green Certified home within the past three years.

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