On Saturday, May 14, the Home Builders Association of Greater Austin (HBAGA) awarded Durrett Interests with the MAX Award for Best Custom Green Home at their 20^th annual Marketing and Advertising Excellence (MAX) Awards and Gala at the Renaissance Hotel in the Arboretum.

"We are very proud to have received this award from the HBA," boasted Marshall Durrett, President of Durrett Interests. "Of all the MAX Awards we could have been awarded, this one means the most to everyone in my company."

The MAX Awards is presented by the HBA of Greater Austin, which is made up of more than 800 home building industry firms. For more than 58 years, the HBA of Greater Austin has served as the leading not-for-profit trade organization dedicated to residential construction and remodeling in Central Texas. The HBA works with government, public, business and community organizations in five counties to protect every family’s right to home ownership.

Do you know what most often hinders the success of a new-home project? Fear. Fear of the unknown, of unscrupulous contractors, shoddy materials, of somehow getting caught in a money pit and ending up holding the bag.

This high-level of concern is understandable. Often our clients’ home is their largest single investment. For many, this is their first experience building a home. And for all there is a lot to learn about new home construction.

As professional builders, we understand and respect our clients’ concerns. Our job is to demystify the building process, help our clients identify and understand their concerns and overcome them quickly and confidently.

In addition to being good listeners and problem-solvers, professional builders operate on solid business principles and practices that alleviate the majority of what clients often fear about the homebuilding process, including:

Reliable partners. We seek out, work with, and retain top-quality subcontractors and materials suppliers. Our trade partners possess similar philosophies and approaches to running a successful business and are committed to the same high level of construction quality and standards. This helps mitigate disputes, foster cooperation and produce better-built homes.

We constantly review our trade relationships to ensure that their pool of subs and suppliers consistently delivers high-quality work at a fair price. That diligence protects your investment and helps remove the fear of poor workmanship and unreliable performance.

Record keeping. The best builders are diligent (some say obsessive) about documenting their new-home projects to make sure costs, schedules and progress align and meet their standards of quality and those of their clients.

For the same reason, professional builders demand similar diligence and reporting from their trade partners — not so much to keep them in line, but more to enable their own accounting processes to be complete, accurate and current.

As such, professional builders can present completely transparent and reliable reports at any time to their clients to ease concerns about whether their new home project is on track.

Protection. People having a new home built for them are often afraid that they’ll somehow be on the hook for unpaid work or materials once the job is over and their builder has moved on to his next house. It’s a legitimate fear and an all-too-common reality.

These concerns are easily managed by professional builders. As part of their standard business practices, they pay their bills on time and only from each project’s budget. In addition, they routinely collect lien releases from their trade partners upon satisfactory completion of their work.

Collecting lien releases on a timely basis (as the project progresses, not just at the end) removes the chance that a subcontractor or materials supplier will make a claim for payment against a new home; in fact, the best builders provide copies of those lien releases so that owners can rest assured that the bills have all been paid.

Sophisticated builders practice "fear management". They take a professional approach to their business and are sensitive to the concerns of their clients. They help clients manage any anxiety from project inception through final walk-through. The key, as always, is communication. Helping clients manage their fear goes a long way to keeping communication lines open and promote a satisfying experience for all.

Sadly, going "green" isn’t always about the environment or conserving energy. Companies in and out of the housing industry make claims that their products offer environmental benefits — such as fewer toxins, recycled content, or resource efficiencies — but fail to back them up with independent testing, quantified results, or other forms of verification.

In many cases, such claims are simply misstated or overstated in an effort to grab your attention and sell products. Words and terms such as "eco-friendly" or "environmentally sensitive," while catchy and conveying a certain benefit, have no true basis in fact.

In fewer cases, the claims are intended to deceive you; the company is simply jumping on the green bandwagon without the proper documentation and worse, little sincere concern for the environmental impact of its products. The goal is to cash in on the green movement, not contribute to it.

In both cases, the effect is called "greenwashing." It’s something we as professional builders confront all the time with our suppliers. And while it’s our job to ferret out true and impactful environmental claims from those that are greenwashed before we offer those benefits to you for your new-home project, we encourage our homeowners to take initiative and protect themselves, as well.

Here are some tactics you may find useful to avoid greenwashing:

• Ask questions! With a little digging online or perhaps on the phone with the manufacturer, you can discover the details of how a product is made and quantify its green claims. If there is recycled content, for instance, you should be able to find out how much and from what sources; if the product claims to save water, the amount of anticipated savings based on a baseline of use should be accessible.
• Look for a label. Not all sincerely green products are certified by a reputable third-party, such as the EPA’s WaterSense or the federal Energy Star programs (among several), but such labeling is a good (and easy) piece of the puzzle. These programs verify quantifiable claims made by the manufacturer regarding their environmental impact. If you see a label you don’t recognize, look it up online for more details and likely a list of certified products.
• Beware of hidden tradeoffs. Many products tout a narrow definition of an environmental benefit but with a tradeoff somewhere else, such as a product that uses recycled content but also contains or uses formaldehyde or adhesives that emit volatile organic compounds (VOCs). We also look at things like packaging, distance from the source (the closer the better), and manufacturing processes that ideally reduce the environmental impact of the product beyond a single green claim.
• Realize relevance. The use of bad stuff like lead (in paints), chlorofluorocarbons (CFCs, in refrigerants), asbestos (in insulation and roofing products), and arsenic (used to preserve wood products) has been banned for decades. Still, some manufacturers now tout them as a "green" benefit. Something that’s "lead-free" should be a given, not a sales pitch — and certainly not considered green.
• Trust your gut. Common sense is always a good gauge; if something sounds too good to be true, or at least overstated or exaggerated, check it out. If you get the runaround or the company can’t qualify its claims, find an alternative that satisfies your needs and goals.

As your builder, we consider it our responsibility to provide you with products and systems that perform as promised. Greenwashing gets in the way of that goal, while avoiding such claims helps deliver the environmental and resource efficiencies you expect and desire.

Green building, sustainability and high-performance homes are now part of the vocabulary of new home construction. We welcome the attention brought to these important issues. As professional builders, however, we take the subject with a grain of salt. Green building is a far more complex topic than that portrayed in the media. News spots or magazine articles typically focus on specific areas like insulated windows, high-efficiency furnaces, roof-mounted solar panels, or recycled-content flooring.

Certainly, those products provide measurable benefits in terms of energy savings and improved use of natural resources, but genuine green building is much more complex. A green builder uses a systematic approach to design, construction, and on-going operational durability in which the sum of the benefits are far greater than the individual components. A green builder also knows how to personalize the green building approach to each homebuyer’s needs and budget, carefully balancing the value that the client places on the benefits of green building as opposed to other choices available for new home construction.

It is true that all homes (and all buildings) leave an environmental "footprint." The materials we builders use in new construction use natural resources, such as trees and metal ores, even oil. The important goals of green building are to reduce the amount of natural resources required to build a house, and then to lessen the amount of energy used by the house. Energy efficiency over the life of the house further reduces the natural resources needed to produce electricity and natural gas.

To achieve those goals, we look for building materials, products, and systems that make the most (or best) use of every resource harvested while also performing better than traditional products. For example, an engineered beam uses smaller, fast-growing trees. Twice as much of each log can be used to make an engineered beam as compared with a comparably sized "glue-lam" beam created in a sawmill.  An engineered beam can also span longer, open spaces and resist warp better. A house that is free of even the smallest gaps does not waste energy.

Various green building certification programs are now available to help builders create more sustainable and resource-efficient homes. As we review them, however, we often find that the building practices we already have in place meet or exceed those standards. That’s good news for our homebuyers and owners because it means we’re already providing a high-performance home — i.e., a home with many green features — without adding to the cost or price. Of course, a client may choose to add additional features as budget, needs, and passion for the environment dictate.

With a systematic approach to green or sustainable building, we can build a new home that not only leaves as small an environmental footprint as possible, but also delivers convenience, comfort, safety, and a high level of value.

Greg Kemp, construction project manager of Durrett Interests, LLC in Austin, Texas recently became one of the select group of professional builders, remodelers, and other industry professionals nationwide who have earned the Certified Green Professional (CGP) designation, identifying him as someone with knowledge of the best strategies for incorporating green building principles into homes – without driving up the cost of construction.

The CGP program is administered by the National Association of Home Builders (NAHB) University of Housing and sponsored locally by the Home Builders Association of Greater Austin (HBAGA).

In three days of course work, the CGP curriculum incorporates a variety of information tailored to green building and business practices. The CGP curriculum incorporates training by leading building industry practitioners and academics on a range of topics, including strategies for incorporating green-building principles into homes using cost-effective methods of construction, and how green homes provide buyers with lower maintenance and good indoor air quality. Techniques are also discussed for competitively differentiating your home products with increased indoor environmental quality as well as energy and resource efficiency.

CGP program graduates are required to maintain their designation by completing 12 hours of continuing education every 3 years a portion of which pertain to green building activities.

About NAHB: The National Association of Home Builders is a Washington-based trade association representing more than 235,000 members involved in home building, remodeling, multifamily construction, property management, subcontracting, design, housing finance, building product manufacturing and other aspects of residential and light commercial construction. Known as “the voice of the housing industry," NAHB is affiliated with more than 800 state and local home builders associations around the country. NAHB’s builder members construct about 80 percent of the new homes constructed each year, making housing one of the largest and most powerful engines of economic growth in the country.

Chris Carty, project manager of Durrett Interests, LLC recently became one of the select group of professional builders nationwide who have earned the Certified Green Professional (CGP) designation, identifying him as someone with knowledge of the best strategies for incorporating green building principles into homes. Download the full article here.