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Builders Talk about Green in Vegas

Market Resource Associates, Inc. (MRA) of Minneapolis, MN, a leading market research firm in the building materials markets conducted a focus group with eight semi and custom home builders attending the National Association of Home Builder's International Builders Show (NAHB, IBS) on January 22, 2009 in Las Vegas, NV. MRA has no connection with NAHB or IBS.

The group focused on builder's awareness of "Green" and / or "Sustainable" building products and practices used or currently offered in residential construction. Surprisingly, the group had trouble defining both terms, even going so far as to indicating the industry was experiencing "Green-wash" which only served to confuse their potential customers.

Participants concluded "Green" was the energy efficiency of a product or service, with no thought of the origins, efficacy or recycle potential of the products used. Another interesting fact was participants stated the exterior or shell of the home was the portion of the construction viewed as the most likely to offer consumers the most savings. No mention of plumbing, appliances, electrical or HVAC systems were mention until aided. Some did indicate through "Greener" envelope construction, they were able to downsize HVAC systems when specifically asked that question.

Participants largely discounted their dealers and suppliers as a good source of information regarding these new products and often sought clear information from manufacturer's web sites and even their customers. In fact, according to moderator and MRA president, John Cashmore, "...many saw little difference from dealer to dealer except for price and location, and were more interested in learning how to deal with manufacturers on a direct basis, even though they knew this would be impossible." Troubling is the fact that these participants only viewed local dealers as the delivery service and pricer for the manufacturer of products they sold.

Participants also felt there are too many conflicting agencies and standards for what defines or describes "Green Building".

"Everyone is getting into the act with their own certifications as another revenue stream" according to one participant. NAHB, LEED, Energy-Star and others all have standards in development for the residential market and also differ." ...according to participants.

Some even have differing levels of certification of the finished home. "All these different certifications are confusing customers, they don't know who or which standards are the best and most believable."...according to one participant.

The question is...with unified building codes in the US, why can't there be unified "Green Certifications?"

For more information about this study please contact matt.brown@mraonline.com or call (800) 795-3056.

A PowerPoint copy of the entire report is only $295; for both the PowerPoint report and DVD of the actual group the price is $595.

John Cashmore is President of Market Resource Associates, Inc. A Minneapolis, Minnesota based full service market research and marketing consultancy specializing in the building materials, kitchen and bath and lawn and garden industries. john.cashmore@mraonline.com or (800) 795-3056 from the US and Canada.

©Market Resource Associates, Inc., 2009