Marketing Emphasis on Green Construction to Continue

Despite the slow and uneven recovery in the housing market, builders still support green building strategies. This support continues even though green practices add costs to a project’s price tag. However, the Fourth Annual Green Building Survey by Allen Matkins, Constructive Technologies Group (CTG) and the Green Building Inside finds that while 92.3% of builders are devoting resources to green projects in 2010, only 61.7% seek  Leadership in Energy and Environmental Design [LEED] certification.

LEED certification was one of the earliest ways for builders to prove they were meeting industry standards. Now, competing programs such as Green Point Rated are being adopted, especially by multi-​family housing developers. In addition, fees associated with being certified are seen as an unnecessary expense. Overall, builders say that achieving Gold level LEED certification adds over 4% to the cost of new construction and renovating existing buildings.

But builders remain committed to the green construction process because it can “save energy and other operating costs.” And 88% of these professionals  say they are likely to continue incorporating energy-​saving elements in the future.

Nearly 1 in 3 builders reports seeing more ‘green leasing’ – ‘a lease for a green building space that promotes construction and operational strate­gies that ensure money saving energy efficiency and conservation.’

As the economy improves, look for more builders to promote their new projects as being green.

[Source: 4th Annual Green Building Survey. Allen Matkins release. February 2010. Web. 18 March 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.