Green: Similarities between the building and farming industries

The building and farming industries have a lot in common. Consumers now pay extra for organic fruits and vegetables because they know they are getting a higher-quality product. The same can be said of the price tag attached to green homes. Some homebuyers don’t want to pay for the certification to prove their home is green, while others find it a relief to know they are paying a little more for a better product.

When building first became an actual “industry,” builders made a name for themselves by crafting quality, well-constructed homes. But as the industry grew, some builders went the route of the agribusiness farmers, who crank out one type of crop, and began mass-producing one type of home. This not only allowed them to build more homes, but it also greatly increased their profit margin. However, as with the crops produced on such a large scale, the quality—and health—of the homes suffered a bit.

There are builders who stuck to the old formula of building quality homes. These builders concentrate on building a solid, energy-efficient home. Over time, like some farmers, they too had to pay for certifications to prove to their customers that their product was of the highest quality.

While farmers forked over their dough to pay for organic certification, builders paid to be LEED, Energy Star or NAHB Green certified. There are builders, like the all-natural farmers, who can’t afford the price tags that come along with getting a certification for their product. Does that mean that their product is of any less quality or is less energy efficient? No, but the label seems to help move product. So does this mean only builders with certifications will be able to move green homes? No. But it does mean, that like the all-natural farmers, builders are going to have to build a reputation for themselves not only as a green builder, but as a quality homebuilder. Word of mouth from past customers will speak just as loudly as any certification.