Dow Showcases the Art of Energy Efficiency Building at IBS 2012

The Rosedale neighborhood of Austin, Texas, just north of the city’s downtown, is a quiet, residential neighborhood of winding, tree-lined streets and modest, single-family houses. Most of the homes in Rosedale were built in the 1930s and 40s and much of this original housing remains. Low-slung, single-story cottages and ranch homes sit on large, oversized lots that often top a quarter acre or more.

When faced with a market like this, says Herro, a production builder has one of two choices to make. “The market gives you a square-foot price that the market will bear,” he  explains, “and you can either strip down and cheapen up to compete with bank re-sales, or you can come to the market with something that has a different value and creates its own opportunity, and the latter is what we consciously choose to do.”