An autumn 2008 study by McGraw-Hill Construction in partnership with the National Association of Home Builders (NAHB) in the USA shows forty percent of builders find "building green" makes it easier to market in a down economy; 16% find it makes it much easier.
The report from the US also shows that in sixty percent of builders claim homebuyers are willing to pay more for green homes, with "Quality" being the top driver behind green home building.
This seems to indicate that green homebuyers in today's market are not just "green consumers," but are also buying a green home for investment and performance reasons.
Harvey M. Bernstein, McGraw-Hill Construction Vice President of Industry Analytics, Alliances and Strategic Initiatives says, "Builders can no longer ignore the benefits and market advantages of green building.”
“Especially considering today's market and current economic situation, builders need to differentiate themselves from their competitors and hold steady or prosper in the down economy. Green building gives builders that opportunity to expand their market share and ride out this economic slump."
In Australia the mood is much the same. In a survey carried out by RMIT, 75% of people said that they were looking for builders who carried out environmentally aware practices.
Another survey by the Department of Environment and Conservation in NSW found that:
- People placed the environment third after family and friends on a list of importance
- 87% of people say they were concerned a good deal or fair amount about environmental problems
- 88% of people say there should definitely or probably be compulsory requirements for environmental performance of new homes, building development and renovations
The other area of the market that is changing is consumer expectations. What was once considered energy efficient, or a green home now does not make the grade. The bar has been raised higher.
One of Australia’s major home builders that sell over 1,000 homes per year is working with the CSIRO to create what they call a “zero energy house”. This house will be 70% more energy efficient than traditional houses and no CO2 will be created from living in the home.
The reality is that it is not a new vision, and it is not the first of its kind in Australia. Not even close. There are homes in cool climates like Tasmania and on the snow line in Victoria that use 1/10th what normal houses do to stay warm.
And there are homes all over Australia, including Rockhampton that stay comfortable without air conditioning in summer.
The Guide To Super Energy Efficient Housing, available from , shows exactly how to create a zero energy house and get more market share in the current economy.