Not Just for Tree Huggers

The biggest energy-savers can still require big investments. A photovoltaic solar system, which generates a home's electricity from the sun, can cost $40,000. Likewise, a geothermal system—which uses pipes to send water underground, where the heat stored by the earth's subsurface is converted into energy to heat and cool the home—has long been a budget buster. But as energy costs rise, the return on investment does, too. Last fall, when Shirey Contracting remodeled Sean and Lynn Dillon's home in North Bend, Wash., the couple spent $34,000 on a geothermal system. That's more than twice the cost of an ordinary heating and cooling system, but Sean figures it will pay for itself in six years. Along the way, they'll feel good about reducing their carbon footprint.

Builders are working hard to educate consumers about why such expenses can be worthwhile—and why a lot of green innovations can be done for relatively little money. New kinds of certifications will also help consumers understand the paybacks. In December, the U.S. Green Building Council began offering LEED certification (it stands for Leadership in Energy and Environmental Design) for homes; last month the National Association of Home Builders announced plans for its own green certification. Both use point systems that tally up a new home's earth-friendly attributes and award different levels of certification. In theory, a certified home will be easier to resell down the line, but green-building advocates also hope that the new yardsticks will make consumers pay more attention, the same way Consumer Reports and J.D. Power and Associates rankings became big influences on car shoppers a generation ago. Says home-building consultant Sara Lamia: "People will see how the house they're living in is costing them money, and it gives consumers a reason to buy a new home."

At times such chatter about how a shift toward green building might lift this moribund industry sounds like so much wishful thinking. So far most of the biggest builders are experimenting with only the most basic green innovations (like using Energy Star appliances); most of the greenest builders do only a tiny number of custom homes. "The smaller you are, the more your numbers might mislead you to thinking this is what matters," says Ivy Zelman, an industry researcher. Some environmentalists apparently believe builders are putting green labels on homes that aren't really environmentally friendly—an attitude that appears to have motivated arsonists who torched a neighborhood of newly built trophy homes outside Seattle last week, leaving signs saying BUILT GREEN? NOPE BLACK!

It's also apparent that some green innovations are used side by side with products that aren't so earth-friendly. At the International Builders Show in Orlando last month, the plumbing company Kohler showed off ecominded low-flow shower heads and bathroom faucets—but across its booth, it also displayed gigantic water-hogging showers and whirlpool tubs nearly large enough to hold residents of Sea World. Likewise, if you build a green home in the exurbs but still drive an hour to work, has your carbon footprint really decreased? These are questions Danielle and John Arnett have considered. Next month they'll break ground on a 4,600-square-foot home in Colleyville, Texas. They hope to include loads of green technologies—perhaps even solar panels and a wind turbine—but they're still building a house that's nearly twice the size of the average newly built U.S. home. They admit a smaller house would be greener, but in their neighborhood, where nearby homes range from 6,500 to 12,000 square feet, they say their new house will be downright cozy. "It sounds crazy … but it's really, really relative," says Danielle, who notes they reduced bedroom sizes in an attempt to downsize the design.

If there is a downside to this trend, it may be the growing number of green homeowners who'll brag about low utility bills the way golfers boast of low golf scores. But for builder Rob Moody, whatever motivates people to desire better-built homes, he's not complaining. "People know it's good for their pocketbook, they know it's good for the environment, and they like the badge," says Moody, who was in New Orleans last week working with ABC's "Extreme Makeover: Home Edition" on an earth-friendly project. Green homes may not spark the building industry's recovery, but in a world whose energy problems aren't going away, they certainly can't hurt.

© 2008