The Case For Going Green in Home Building

The wave of the future is green construction

I started being involved in the hombuilding industry back in 2000 in Southern California.  At that time, the “green” concept was still in its infancy.  Many of the concepts had been around for a number of years.  And I feel like many home buyers wanted energy efficient homes.  Although there was a fair amount of clamoring for this, the research showed (through both internal studies as well as outside studies) that the value was just not there.  It would have cost significantly more to include energy efficient aspects in the design and features of the homes than buyers were willing to pay for them.

The value proposition started to shift, albeit slightly, a few years later when California started to experience rolling blackouts, intentionally engineered electrical power shutdowns where electricity delivery is stopped for non-overlapping periods of time over geographical regions that was mainly do the insufficient generation capacity in regards to demand.

Now here we are a decade later, and we cannot go anywhere or listen to any news channel without likely hearing about green concepts, improving energy efficiency, or green jobs.  Also, the value proposition is starting to make sense.  In other words, the value that people see in green and energy efficient concepts in their homes is equal to or greater than the cost (and builder profit).

Los Angeles-based KB Home recently opened its ZeroHouse 2.0 model, the first home in the Washington, D.C., area to be certified by the Energy Star and Water Sense programs, the company says.  The company states that the home could save buyers $6,000 a year in energy cost.  “Home buyers now expect a new home to be energy efficient, and we believe that they will increasingly demand a net-zero-energy home over the next 10 or 20 years,” says Vince DePorre, regional president for KB Home.

Also, numerous people are adding and remodeling their homes to make their older homes green.  There are a number of companies in any market that will add solar panels to your home.  Here in the Triangle, Southern Energy Management, NC Solar, Yes! Solar, and Academy Solar are all able to add solar panels which can help reduce your cost of energy and be able to produce clean renewable energy for your home and community.  Both Federal and state governments are still offering major tax incentives for going solar.  This helps restore our country’s environment and reduces our dependence on foreign oil.

Organizations like the U.S. Green Building Council and NAHBGreen are committed to helping builders learn and institute green building practices into their construction practices.

What are some ways you have “gone green” in your home and in your life?

–J. Nolfo helps companies understand their market and customers though a variety of market research strategies. He has over ten years of experience of market research for strategic planning purposes. He is the Director of Research at Rhino Market Research. He shares his thoughts about market research and business concepts with his blog “Pensare…Understanding Market Research in Business“. If you would like to discuss this blog or how J. can help you understand your market and customer needs, email him at


About J. Nolfo
Well...there is a lot to know. #Cx, #Analytics, #SM, Specialty #AgChem, #StL sports, & more. FT @BASFAgProducts. @Mizzou Alum. Supporter of the #Rhino. Tweets my own. #SMMW17 attendee....Dad...Hiker...Scouter...and so much more.

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