Understanding Where Clients Stand on Green Building
Spreading the green word to clients
Custom table by Beech Tree Woodworks
Cost considerations. The main issue is clear: “For most clients, it comes down to money,” says Woody Vaughan, principal of Norwood Architects in Atlanta. Changing minds happens by showing cost-savings benefits. “Many times it’s about shifting the clients’ perspective from a short-term view to a longer-term investment,” Housholder says. “While some green products and materials may cost more upfront, there can be significant savings over their lifetime.”
Popular Eco-Friendly Product Picks: Moe’s Home Collection Teigen Bed, Anji Mountain Denim and Jute Rug, Kosas Reagan Low Back Stool
Cost considerations. The main issue is clear: “For most clients, it comes down to money,” says Woody Vaughan, principal of Norwood Architects in Atlanta. Changing minds happens by showing cost-savings benefits. “Many times it’s about shifting the clients’ perspective from a short-term view to a longer-term investment,” Housholder says. “While some green products and materials may cost more upfront, there can be significant savings over their lifetime.”
Popular Eco-Friendly Product Picks: Moe’s Home Collection Teigen Bed, Anji Mountain Denim and Jute Rug, Kosas Reagan Low Back Stool
Design by Samsel Architects; photo by Keith Isaacs
Terms that resonate. Some phrases especially pique client interest. These include “energy efficiency,” “low-VOC,” “tiny house” or “small living,” “low maintenance,” “durability” and “simplicity,” says architect Dominique Gettliffe, whose eponymous firm is in Boulder, Colorado. James adds a few more: “FSC-certified,” “local,” “indoor air quality” and “keeping money in the community.”
Eyes on energy efficiency. “We typically find that clients are more willing to spend money on items they have visual contact with,” Gettliffe says. He gives examples such as low-maintenance materials, Energy Star appliances and energy-efficient windows. Vaughan mentions rainwater collection, solar panels and green (such as recycled) building products.
Terms that resonate. Some phrases especially pique client interest. These include “energy efficiency,” “low-VOC,” “tiny house” or “small living,” “low maintenance,” “durability” and “simplicity,” says architect Dominique Gettliffe, whose eponymous firm is in Boulder, Colorado. James adds a few more: “FSC-certified,” “local,” “indoor air quality” and “keeping money in the community.”
Eyes on energy efficiency. “We typically find that clients are more willing to spend money on items they have visual contact with,” Gettliffe says. He gives examples such as low-maintenance materials, Energy Star appliances and energy-efficient windows. Vaughan mentions rainwater collection, solar panels and green (such as recycled) building products.
Design by Gettliffe Architecture
Behind the scenes. For bigger-picture ideas such as passive siting and thermal envelopes, Gettliffe has created a booklet with photos and illustrations as “an approachable way for our clients to grasp sustainable systems,” he says. Housholder also promotes standards-based building, such as obtaining Energy Star certification. “Energy performance data is monitored after construction and during building use,” he says. “Obtaining certification is an easy way for clients to understand the benefits of eco-friendly design.”
Health care. Indoor air quality is another top concern. “A lot of people come to us with chemical sensitivities,” James says. Showing the benefits of green materials to clients can change their lives. “We’re batting 1,000; we’ve had disabled people spend the day with our products and have zero reaction,” he says.
Behind the scenes. For bigger-picture ideas such as passive siting and thermal envelopes, Gettliffe has created a booklet with photos and illustrations as “an approachable way for our clients to grasp sustainable systems,” he says. Housholder also promotes standards-based building, such as obtaining Energy Star certification. “Energy performance data is monitored after construction and during building use,” he says. “Obtaining certification is an easy way for clients to understand the benefits of eco-friendly design.”
Health care. Indoor air quality is another top concern. “A lot of people come to us with chemical sensitivities,” James says. Showing the benefits of green materials to clients can change their lives. “We’re batting 1,000; we’ve had disabled people spend the day with our products and have zero reaction,” he says.
Design by Norwood Architects
Tech proves the point. Home automation is key, Vaughan says. Automating daily routines, such as turning off lights and heat when leaving the house, helps eliminate waste on utility bills, he says. “Utility bill savings is something that every building owner understands,” Housholder affirms. “Many clients are drawn to new smart-tech products that allow homeowners to directly interface with their home to measure improved building performance and see the cost savings over time.”
The larger perspective. Ultimately, clients appreciate working with businesses that have a broad view of sustainability. “I tell people, ‘We’re your neighbors; we use good materials, hire good people, build good products; come meet us,’” James says. “People like that.” “The more green principles that are enacted into our built environment, the healthier our planet will be,” Gettliffe says.
More Eco-Friendly Product Picks: Hunter LED Brushed Nickel Ceiling Fan, Pure Garden Solar Path Bollard Lights, Kraus Bolden Commercial Faucet
Tech proves the point. Home automation is key, Vaughan says. Automating daily routines, such as turning off lights and heat when leaving the house, helps eliminate waste on utility bills, he says. “Utility bill savings is something that every building owner understands,” Housholder affirms. “Many clients are drawn to new smart-tech products that allow homeowners to directly interface with their home to measure improved building performance and see the cost savings over time.”
The larger perspective. Ultimately, clients appreciate working with businesses that have a broad view of sustainability. “I tell people, ‘We’re your neighbors; we use good materials, hire good people, build good products; come meet us,’” James says. “People like that.” “The more green principles that are enacted into our built environment, the healthier our planet will be,” Gettliffe says.
More Eco-Friendly Product Picks: Hunter LED Brushed Nickel Ceiling Fan, Pure Garden Solar Path Bollard Lights, Kraus Bolden Commercial Faucet
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This story is from our Trade Program Trend Report email series.
Healthier air, indoors and out. Natural materials. Bright, airy spaces. These are all earth-friendly elements almost universally appealing in theory. But getting from ideal to actuality isn’t always the easiest bridge to cross for homeowners, especially when factors such as cost stand in the way. It’s up to professionals to light the path to sustainability.
Initial interest. More and more, homeowners want eco-attentive aspects built into their projects. “But there’s a good percentage of folks where sustainability is an added bonus, not their main driver,” says Nic James, owner of Beech Tree Woodworks, a woodworking company in Olympia, Washington. “It’s a key part of our job to find out what motivates them,” says designer Tyler Housholder of Samsel Architects in Asheville, North Carolina.