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Education Needed to Sell Green Remodeling Jobs
Before going out and trying to sell green remodeling jobs, remodelers starting out in this growing segment of the market need to learn the fundamentals of green and develop a growth plan to gradually expand the capabilities of their company, Michael Strong, CGR, GMB, CGP, vice president of the Houston-based Brothers Strong, said at the NAHB National Green Building Conference last May in New Orleans.
A typical growth path for remodeling can start out with low- or no-VOC paints, moving next into installing Energy Star-rated windows and then later adopting more sophisticated practices covered in the Certified Green Professional (CGP) designation course, Strong suggested. Remodelers should follow a logical progression that makes the most sense for their business, he said.
Staff training on green building principles is imperative, he said. Employees need training on new systems, specifications and process mapping for planning green remodeling projects — such as properly sizing HVAC systems to maximize a home’s energy efficiency.
Remodelers will also need to establish their green baseline, reviewing and updating the materials and processes in their job specifications, such as adding deconstruction and recycling, Strong said.
Remodelers will also have to work with trades contractors and vendors in making the transition to green remodeling, he said. Contractors may not be up to speed on energy-efficient and recycled products and on how to reduce waste, for example. Also, the process may involve bringing in new people.
Scott Sevon, GMB, CGR, CAPS, CGP, president of Chicago-based Sevvonco, told the conference that he focuses a great deal of effort on educating his prospective customers on the environmental advantages of green remodeling. That starts with a discussion of the economic benefits of reducing energy and water usage and moves on to how such practices as minimizing building materials going to landfills profits the entire community.
Sevon shows his clients samples of green materials like recycled flooring or water-efficient fixtures; walks them through the deconstruction and recycling process used by his company; and highlights available green remodeling options — ranging from those that are highly affordable to the more luxurious.
Tom Kelly, of Portland, Ore.-based Neil Kelly, said that green has been incorporated throughout his company, including its mission statement and educational practices. Both he and his staff are committed to learning and adopting green building principles, he said.
Kelly said his company provides resource-efficient fixtures and products in its showroom where it can demonstrate their quality to customers.
NAHB suggests these ideas for selling green remodeling:
- Advertise your Certified Green Professional designation to potential customers. This will help them identify you as an experienced green remodeler.
- Promote the idea that your green remodels can be certified through the National Green Building Certification offered through NAHBGreen when the remodeling component is approved.
- Participate in green remodeling showcases or promote your green remodels at local remodeling shows.
- Include green technologies in your marketing materials or samples in your office or display area.
While green doesn’t have to cost more, depending upon the scope of the project, it can increase costs, and this is an issue where education also comes into play.
“How much more does quality cost?” Strong said he asks his potential customers, reminding them that quality green remodeling can increase the value of their home, reduce utility bills and provide them a healthier and more comfortable place in which to live.
For more information on NAHB’s green remodeling resources, e-mail Kelly Mack, or call her at 800-368-5242 x8451.
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