Business Advisor

Until recently, I hadn’t really given much thought to the builders in my town with the green leaves on their signs and the logos — “We were green before it was a color” or “Green since 1978” — who never show up at the green council meetings and won’t even certify to Energy StarLabeling system sponsored by the Environmental Protection Agency and the US Department of Energy for labeling the most energy-efficient products on the market; applies to a wide range of products, from computers and office equipment to refrigerators and air conditioners. because “it’s too expensive.” I was there once, belligerently misinformed, so I figure I can afford to turn the other cheek when I drive past a greenwasher's sign on the street.

A few years ago, I — along with Michele Myers (the "God-Mutha uv Green") and representatives from county government, planning and inspections staff, architects, remodelers, production builders, commercial builders, utilities, lawyers and business leaders — got together at the behest of our local planning board to work on developing a green building ordinance for our county.

The wrong kind of ordinance could explode in our faces

Rapid changes in the residential construction industry are providing new profit and diversification opportunities for builders. Those who see and understand these opportunities can position themselves as experts in the field and provide exemplary service to gain an important edge in the marketplace. Knowing where you stand in relation to your competition is paramount. Educating and communicating that position to prospective customers is equally important.

Part 7 of a 7-part series

7. Stay connected with your customers

I have a customer who is pre-approved for a $400,000 new home. We have the land and a design that fits my customer's budget. But the bank’s appraiser says that if we build it as designed (passive solar with solar hot water, radiant floor, spray foam in the roof, high-performance windows and insulation), they won’t appraise it for the cost of construction, and the owners will need to come up with a bigger down payment. They don’t have the cash, so we’ll have to eliminate the solar and spray foam so that they can get the loan.

Rapid changes in the residential construction industry are providing new profit and diversification opportunities for builders. Those who see and understand these opportunities can position themselves as experts in the field and provide exemplary service to gain an important edge in the marketplace. Knowing where you stand in relation to your competition is paramount. Educating and communicating that position to prospective customers is equally important.

Part 5 of a 7-part series

5. Update your website

Rapid changes in the residential construction industry are providing new profit and diversification opportunities for builders. Those who see and understand these opportunities can position themselves as experts in the field and provide exemplary service to gain an important edge in the marketplace. Knowing where you stand in relation to your competition is paramount. Educating and communicating that position to prospective customers is equally important.

Part 6 of a 7-part series

6. Embrace technology

Rapid changes in the residential construction industry are providing new profit and diversification opportunities for builders. Those who see and understand these opportunities can position themselves as experts in the field and provide exemplary service to gain an important edge in the marketplace. Knowing where you stand in relation to your competition is paramount. Educating and communicating that position to prospective customers is equally important.

Part 4 of a 7-part series

4. Get organized with a homeowner's manual

Rapid changes in the residential construction industry are providing new profit and diversification opportunities for builders. Those who see and understand these opportunities can position themselves as experts in the field and provide exemplary service to gain an important edge in the marketplace. Knowing where you stand in relation to your competition is paramount. Educating and communicating that position to prospective customers is equally important.

Part 3 of a 7-part series

3. Listen to your customers

Rapid changes in the residential construction industry are providing new profit and diversification opportunities for builders. Those who see and understand these opportunities can position themselves as experts in the field and provide exemplary service to gain an important edge in the marketplace. Knowing where you stand in relation to your competition is paramount. Educating and communicating that position to prospective customers is equally important.

Part 2 of a 7-part series

2: Deliver great value

Introduction