The Green Home Builder: Navigating for Success in a Down Economy

This 35-page report offers a look at the logistics of green home building.  The report contains over 40 informational charts and an in-depth examination of green home building practices and products, including green building’s relationship with a struggling economy.

Description

The Green Home Builder is a 35-page report that examines the results of research conducted by McGraw-Hill Construction Analytics regarding the residential green building market.

This study revisits the first examination made in conjunction with the National Association of Home Builders (NAHB) into green building in the residential sector in 2006.   The research in this report indicates that green building is still seeing upward trends and the data within this report supports this claim.  For example, green is a market differentiator for builders - 40% of builders state that green makes it easier for them to market their homes. 

McGraw-Hill Construction’s research explores how these trends are shaping the green housing market from both the producer’s and consumer’s point of view.

Contents

Introduction

Page 2 – Residential Green Building Market Summary

Green Home Building Market Opportunity in a Down Economy

• Market Size
  • Chart – Ease of Marketing Green Homes in a Down Market
  • Graph – Green Home Market Opportunity
• Market Drivers
• Triggers and Obstacles Affecting Rate of Green Building
  • Graph – Triggers Impacting Expansion of Green Home Building
• Products and Practices

Page 4 - The Shift to Green

• From Yesterday to Today: Green Homes in Brief
• Land Development
  • Chart – Size of Lots Today versus Two Years Ago according to Builders
• Green Homes Today
  • Chart & Graph – Degree to Which Homes Are More Environmentally Friendly Over the Last Two Years
• Features Makings Homes More Green
  • Graph – Features Making Homes More Environmentally Friendly Over Past Two Years according to Builders
• Advantages of Green Homes
• Challenges to Owning a Green Home

Page 7 - Government Interventions

Page 8 - Green Home Market Opportunity

Outlook for Single-Family Housing

• Residential Green Building Market Opportunity
  • Graph – Single Family Housing Starts
  • Graph – Green Home Market Opportunity
• Green Building Creating Market Differentiation in Down Market
  • Chart – Ease of Marketing Green Homes in Down Market

Page 10 - Green Home Market Opportunity

Level of Involvement in Green Home Building

• Perceived Growth of Green Home Building by Region

o   Graph – Builder Involvement in Green Home Building Over Time

o   Graph – Region with Best Growth in Green Building

o   Tipping Point and Critical Mass

o   Graph – Tipping Point for Green Home Building

Page 12 – Green Home Market Intelligence

Builder Involvement in Green Activities

• Graph – Percent of Builders Engaged in Activities Supporting Green Home Building
• Sources for Green Building Information
  • Graph – Sources for Green Building Information

Page 14 – Green Home Market Intelligence

Motivation Behind Building Green Homes

• Graph – Important Motivations Behind Building Green
• Graph – Highest Ranked Motivations: Today and in Five Years
• Approval Time for Green Home Building
  • Chart – Time for Getting Approval for Green Projects versus Non-Green Projects according to Builders
• Residential Green Building Decision-Making Process
  • Chart – Decision-Making Step Most Appropriate to Initiate Green Building

Page 16 – Green Home Market Intelligence

Triggers to Increased Residential Green Building

• Graph – Triggers Impacting Expansion of Green Home Building
• Table – Top Triggers Impacting Expansion of Green Home Building by Builder Size
• Incremental Costs and Willingness to Pay
  • Graph – Perception of Incremental Costs to Build Green Compared to Average Project by Builder’s Level of Green Involvement

Page 18 – Green Home Market Intelligence

Obstacles to Increased Residential Green Building

• Graph – Obstacles Impacting Expansion of Green Home Building
• Table – Top Obstacles Impacting Expansion of Green Home Building
• Effects of Government Regulation
  • Chart – Builder Agreement that Growth in Environmental Regulations Hinders Ability to Build Green

Page 20 – Green Home Market Intelligence

Interest in Voluntary Green Home Programs

• Graph – Builder Interest in Different Voluntary Environmental Programs for Housing

Page 21 - NAHB Green Home Standard

NAHB Green Home Rating Systems

Page 22 – The Green Custom Home

• Going Green at the Beach

Page 24 – The Affordable Green Home

• Georgetown Village

Page 26 – Green Home Building Practices and Features

Green Building Practices

• Graph – Most Highly Used Green Building Features by Builders
• Graph – Most Highly Requested Green Building Features by Home Buyers
• Energy Efficiency
  • Chart – Percentage of Energy Consumption per Household
  • Graph – Most Highly Used Energy-Efficient Features
  • Graph – Most Important Energy-Efficient Features

Page 28 – Green Home Building Practices and Features

Reduced Air Infiltration

• Graph – Most Highly Used Air Filtration Features
• Indoor Air Quality
  • Graph – Most Important Indoor Air Quality Features
• Water Efficiency
  • Chart – Percentage of Water Consumption per Typical Household
  • Graph – Most Important Water Conservation Features

Page 30 – Green Home Building Practices and Features

Environmentally Preferable Materials

• Graph – Most Highly Used Green Materials
• Site Options and Open Space Preservation
  • Graph – Most Highly Used Open Space Preservation Techniques

Page 31 – Green Home Building Products

• Product Availability
• Green-washing
• Green Building Product Certification, Standards and Evaluation
• Product Brand Awareness
  • Table – Green Brand
  • Chart – Respondent Principal Operation
  • Chart – Respondent Sales Revenue in 2007
  • Chart – Respondent Number of Residential Starts in 2007

Page 34 – The Green Production Home

• Lakeview Community

NAHB Member Price:	$74.50
Non-Member Price:	$149.00