A 2004 survey dispels the myth that consumers will not pay for green and energy-efficient materials and products. In fact, almost half of homeowners and new-home buyers are willing to pay a higher price to incorporate green-building materials and products in their homes. Builders and contractors just need to sell their benefits in terms of ongoing cost-savings, protection of client investment and enhancement of home resale value.
The survey, conducted by the National Association of Home Builders Research Council and Icynene Inc., also revealed that even consumers who don’t plan on investing in green or energy-efficient products say it's mainly due to lack of knowledge about their options:
- A key finding of the survey is that respondents did not consider the cost or efficacy of green building products an obstacle to their use. Only 14 percent of respondents believed green or energy-efficient options cost too much; no respondents expressed concerns that green-building materials are less effective than conventional materials.
- Only 14 percent of consumers in the market for a newly built home or major renovations reported their contractors proactively told them about green or energy-efficient options and provided information about benefits and cost advantages.
- Of respondents not planning to add green or energy-efficient options to their homes, 56 percent said it was because they were not aware of available green options, and 23 percent said it was because their builder or contractor did not tell them about these options.
- More than four out of five consumers said that making their home more durable was their single most important consideration in selecting building materials.
- Three quarters of respondents were willing to invest more than $1,000 in upgrades to improve a home’s resale value by $20 for each dollar invested; more than half of those (39 percent of all respondents) were willing to invest more than $5,000.
The survey also found that builders and remodelers can play an influential role in promoting greener, more energy-efficient homes. In fact, the contractor is the most likely influence on such decisions, beating out friends, family members, the government, utility companies, the media or any other person or group.
Being proactive on going green
In addition, the results of the survey suggest that providing energy-efficient products can give contractors a competitive edge:
- Fifty-five percent of respondents said the availability of energy-efficient windows and doors would most definitely influence their choice of a builder or contractor.
- Almost as many--52 percent--reported that it would most definitely influence their choice if a builder or contractor offered energy-saving appliances or lighting;
- Slightly more than half--51 percent--said offering insulation that delivered significant energy-cost saving would be a plus for any contractors they were considering.
"Builders shouldn’t wait for consumers to coax them into exploring green options, since many consumers are not in a position to appreciate their potential benefits," says Craig Conner, building consultant and member of the Energy & Environmental Building Association. "Builders should first become familiar with a technology so they can explain it to a customer. By taking the lead they will enhance both the building process and their customer relationships."
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