Elaborating on the difficulty of marketing sustainable houses to prospects, one Colorado custom home builder writes: "Once I was a super-strong advocate for green. Now I focus on what the buyers want, which is to come to a reasonable level of energy-saving components.
A common response in Professional Builder’s High-Performance Home survey was that consumers aren’t willing to pay extra for energy-efficient, eco-friendly features: “Too much bad marketing out there,” wrote a California production home builder. “When you really do step up and build an efficient, certified home, you’re compared to your competition who [are] marketing ‘green high performance,’ which turns out to be nothing more than minimum code requirements that everyone already does. Unless you have a savvy buyer that really understands the specifications and the impact of your specification/inspection choices, we’re forced to give that value away at no cost.”