But going green is not always easy. Kitson notes that builders have many options to move toward sustainability. Some present more challenges than others.

For example, he says, some of the new building codes include many new energy-saving specifications. But trying to follow these codes in a “prescriptive” way can result in higher costs. What’s more, Kitson argues that because the codes don’t treat the house as a system, they may not lead to a home that is both more sustainable and healthier for the occupants.

“With the codes, a lot of the parts of green building are not dealt with as a system,” Kitson says. “You can meet the code and do all the prescriptive insulation work and not do a thing for air quality. The code doesn’t say that when you do that you have to worry about air quality.”

That’s where green building programs, mostly offered by state and local HBAs, can fill the gap, Kitson says. And that’s also why many builders turn to energy-saving programs such as Energy Star rather than try to crack the codes one section at a time. Ready-made programs allow builders to balance one green feature against another, although it’s important to note that Energy Star programs are strictly focused on energy conservation, whereas green building programs typically include other criteria such as indoor air quality and the specification of durable/ low-maintenance materials.

Selling Ideas How are green homes being sold? That depends on the builder’s depth of understanding of environmental issues and the client’s level of environmental commitment. At the most basic level, a green home will be pitched as a money saver that cuts energy costs and maintenance due to improved efficiency and the use of more durable products. This is where energy-focused programs such as Energy Star make the most sense.

For example, Roznowski notes that he emphasizes a home’s Energy Star features more than other green building details to his well-heeled custom clients. He says that production builders have a harder time achieving his high levels of Energy Star ratings, which gives him a competitive edge.

Clients with concerns about their indoor air quality are on the next level. Along with green building programs, other programs such as the National Lung Association’s “Health House” offer a path to improving indoor air.

“The production builders have really gotten into green building lately, Roznowski adds. “I think one good thing we [smaller green builders] did was sort of force their hand—if they want to be competitive. It’s good for me because I don’t have the big advertising budget. If they’re running newspaper and television ads talking about green building, that’s increasing awareness.”

Finally, for clients with serious interest in minimizing their environmental impact, builders can offer various levels of energy independence. To these clients, topics such as reducing their dependence on foreign fossil fuels, minimizing the amount of air pollution created by their home, and decreasing water demands may hit a nerve. The bonus for builders: Almost any of these selling ideas should result in a better built, more comfortable home, thanks to more attention to detail, better insulating and sealing, and more efficient use of heating and cooling systems.