Green Payback

	High efficiency insulation rates high in homeowner value.

Nearly half the consumers considering a new home purchase or a significant home - that responded to a recent NAHB Research Center survey - say they would incorporate green products into their homes, especially if they save them money. For those respondents who don't plan on investing in green or energy-efficient products, 56 percent attribute that response to a lack of awareness of green product options and benefits.

Builders can profit with some improved marketing of green products. Only 14 percent of consumers say their builder or contractor told them about available green or energy-efficient options or provided information about their benefits or cost advantages.

Survey responses also show that builders and contractors can play an influential role in promoting greener, more energy efficient home building. In addition, presenting these options to buyers may be the tipping point for a lot of consumers.

• 55 percent of respondents say it would definitely influence their choice of a builder or contractor if they offered energy-efficient windows and doors.
• 52 percent say it would definitely influence their choice if a builder offered energy-saving appliances or lighting.
• 51 percent say it would definitely influence their choice of builder if he/she offered insulation that delivered significant energy cost savings.

Myths Be Gone
Erase the idea that consumers will not pay for green features. Sell the benefits of these products in terms of on-going costs savings, investment protection and higher resale value and consumers will buy. The survey found:

• 83 percent say the ability to help a home be more durable is their single most important consideration in selection building materials, followed by a material's ability to reduce home operating and maintenance costs.
• three-quarters of the respondents are willing to invest more than $1,000 in upgrades that will improve a home's resale value by $20 for each dollar invested; 39 percent are willing to invest more than $5,000 on upgrades that will improve a home's resale value by $20 for each dollar invested.

Consumers today say they are predisposed to consider the following products: energy-efficient windows and doors, high performance insulation and Energy Star rated products.