After 10 years studying Americans’ thoughts on environmental and energy issues, researcher Suzanne Shelton has found that many home builders often make big mistakes when marketing their high-performance homes. In a recent Builder magazine article published in March, Shelton talks about the green features Americans want—and don’t want—in a home.

For example:

  • Homeowners don’t find the term “high-performance housing” to be useful because most of them don’t know what it is.
  • The term “green” is over-used.  Americans care more about comfort, their health, keeping their family safe, resale value, and lower utility bills than they do about “green.”  Instead, they care about the benefits of green.
  • Some people will pay a premium for green features, but the home still has to look attractive. 

To read the story in full, visit Builder magazine.