According to the recently released Green Homeowner SmartMarket™ Report produced by McGraw-Hill Construction, the market for ‘true green homes’ is expected to rise from $2 billion to $20 billion over the next five years. According to the study, a ‘true green home’ is defined as homes that contain elements in 3 of 5 environmental building categories including: Energy Efficiency, Indoor Air Quality, Water Efficiency, Resource Efficiency, and Site Management. Keep in mind that the study was cosponsored by the National Association of Home Builders and the definitions were pulled from the NAHB’s Model Green Building Guidelines. Some would say that the

NAHB’s guidelines aren’t tough enough and point to the USGBC’s LEED for Homes program as a tougher standard.

Regardless of your program preference, the 36-page report points to a growing awareness by the consumer of needs for green home products and practices. Results more clearly define the green home market opportunity and the profile of those buyers of green homes and home building products. While the housing market in general may be suffering, it’s reassuring to know that Green homeowners are happy with their homes and are recommending them at higher rates than other categories. Lastly, standard homes are becoming increasingly green, with homeowners using green products for 40% of their remodeling work. It looks like were making progress, one tract home at a time.

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