Green values have been reported on extensively in the media and touted in advertising during the past decade, but sadly they've also been accompanied by misinformation and tremendous confusion about what "green" actually means.

Add to that an economy in which no one wants to spend money foolishly and you wind up with many consumers who are hesitant to invest in green technology.

But there are consumers who are looking for credible ways to determine how to get the best bang for their green buck. Recognizable and credible labels such as Energy Star remain popular because people trust them.

When discussing green with my new clients, I always begin by determining their motivations for considering green or even wanting to have a "green" discussion. Their reasons range from saving the planet for future generations to saving money now.

For those clients who want to go totally green, we need to identify their more tangible motivations and needs because their solution comes at no small price. Once that's determined, we need to use every technology and best building practice available to help them achieve their goal.

For the clients who focus on saving money through energy conservation, we prepare an analysis of their home's energy use with and without energy-saving technologies so they can compare their initial investment in relation to the projected savings and options. They can realize small savings by simply choosing the right appliances, but delving deeper into a home's mechanical systems and an insulation and air sealing package can give them bigger returns.

Educate Your Customers

Properly educating clients about the benefits of energy efficiency and buying green is crucial to the success of any green builder or remodeler.

Keep in mind that prospective clients cannot see most of the components that make a home more energy-efficient, so being able to explain the processes and components is important. What's more, many consumers come to us after already having done a lot of homework.

While some clients have a pretty good sense of some of the elements of building science, many are confused or misinformed about the best practices in energy efficiency and green building. To dispel the confusion and misinformation, salespeople must understand the product they're trying to sell and be able to explain it.

The New 'Green' Valuation Appraisal Program - A Step in the Right Direction

Builders and remodelers who are building green or energy-efficient designs have been severely hindered by an inability to obtain accurate appraisals. Even when appraisers have tried to set a value on our projects, they hit a wall when they attempt to find the necessary comparables.

When you take into consideration the additional costs of energy-efficient technologies and improved building sciences, it only makes sense for appraisers to use an energy auditor's analysis of the cost to run the home when determining long-term value.

With the Appraisal Institute launching its "Green" Valuation Program and expanding its educational program to include how to properly appraise energy-efficient and green homes, I think it will take about two years to achieve more accurate appraisals of homes with green features and technology.

Gain Credibility Through Certification

The rules and regulations governing our industry are complicating our world, and the very survival of most builders and remodelers will hinge on their ability to comply and perform accordingly.

The benefits of becoming certified in the various aspects of green building and remodeling - and becoming knowledgeable about technologies and building practices - are invaluable not only to their business, but to their clients as well.

Consumers are becoming increasingly savvy and seeking builders or remodelers who are knowledgeable about green building practices. A Certified Green Professional (CGP) designation can help consumers identify the difference between green homes built to the National Green Building Standard and homes built to the minimum building code.

The National Green Building Standard enables builders and remodelers to design and execute a building project that follows understandable and recognizable procedures. It also provides builders new to green building a path that will enable them to understand the components that make a home green.

There's no question that this is an extremely difficult time for the industry. We're attempting to recover from the worst housing recession this country has ever seen while also facing regulatory hurdles and obstacles in the marketplace. It's no wonder many feel as though we're an industry that isn't getting its fair share of breaks.

But, with all that said, if builders and remodelers embrace the research and technologies involved in residential green building, it can be an exciting time for those who desire to build quality homes that will last generations.

Joanne Theunissen is the owner/designer for Howling Hammer Builders, Inc. in Mount Pleasant, Mich., chair of the NAHB National Sales and Marketing Council and an active member of the Home Builders Association of Central Michigan and the Michigan Association of Home Builders. She served as chair of the NAHB National Green Building Conference and has been featured in The Wall Street Journal, the Canadian publication Shattered and in NAHB's Building Women magazine. She also has shared her expertise on green building, sales and marketing, 50+ housing and other building industry topics and issues during interviews with CNN, CNBC and HGTVPro.com.

Source: NAHB