Builders vs. Buyers
Good News! If you were to map out a profile of the typical American buying homes today and lay it next to a profile of the typical person who wants a greener, more energy efficient home, the profiles would be extremely similar. The truth is, today’s buyer wants control, comfort, quiet, beautiful light, consistent temperatures and freedom from fear about chemicals/toxins/indoor air quality. But you’ll almost never hear them say, ‘I want a green home.” The benefits they’re after ARE the benefits of a green home…they just don’t talk about it that way. Despite that, builders often believe consumers don’t want green homes and don’t want to pay for them. And as building codes in California continue to become more stringent and seemingly unattainable, builders across the country are watching the West Coast for a glimpse at what may be heading their way. Whether or not these new regulations can be met is anxiety-inducing enough, but are consumers willing to pay for the cost of compliance? So let’s dig into the data, uncover the realities and find the ways forward.