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Kay Green Design is GOING GREEN!
 
It's fair to say that "Going Green" has grown from a trend into a movement for the housing industry. More importantly, it's an opportunity for builders to give consumers what they really want in a home. In the midst of a challenging market, green product companies are still successful. Why? Because the public truly wants to live a healthier, safer and more eco-conscious lifestyle. 
 
Learn how you can leverage this consumer movement for your company's benefit (and profit!) with advice from Green Certification expert, Tracy DeCarlo of One Stop Green Home Certification.
 
Warmest Regards,
Kay Green, MIRM
President, Kay Green Design

 
Most Marketable "Green" Home Feature
Article by Tracy DeCarlo, One Stop Green Home Certification

If you're thinking potential buyers view reduced energy bills as the most attractive green feature of a home, you're in good company. But surprisingly, a different component of green home construction has also grasped buyers' attention.

THE STUDY:
According to a 2007 study done by the Washington-based Robert Charles Lesser & Company (RCLCO) and reported in the July 2008 issue of Builder Magazine, health and wellness is a feature that strongly appeals to the market segment most willing to accept the costs of a green home and community. The study labeled this group "Healthy Greens."

"When asked about their willingness to pay a premium for the health benefits of a green home," the article quoted, "54 percent of Healthy Greens were wiling to spend an extra $10,000, 32 percent were willing to spend $17,000, and almost 15 percent were willing to spend at least $20,000, all with no expectation of a financial payback.

Shyam Kannan, the author of the study, is vice president and director of research & development at RCLCO. "When you change the argument from one of saving a few bucks on monthly electric bills to one of limiting exposure to carcinogens, there' a market that extends beyond financial issues," says Kannan.

THE STATISTICS:  
Here are some eye-opening statistics to support the importance of building a healthy home:

• According to the EPA, indoor air pollution is America's most serious environmental health problem. The agency says that indoor air quality is three to five times worse than outdoor air quality.

• The America College of Allergists reports that half of all illnesses are caused or aggravated by poor indoor air.

• The American Lung Association says that an estimated 34.1 million Americans have been diagnosed with asthma in their lifetime by a health professional. In 2006, over 6.8 million children under age 18 had asthma making it the leading chronic illness of children in the United States. Both asthma and allergies are exacerbated by poor indoor air quality.

According to these statistics, it is probable that your new home buyer, or a member of his or her immediate family, will be dealing with health issues that can be mitigated by improved indoor air quality.

THE EFFECT OF A HEALTHY, GREEN HOME:  

To give you a real-world example of the difference a healthy home can make, the June 2008 issue of Builder Magazine included a short article about a 15-year-old girl named Brooke Madden. Brooke's severe allergies to pollen sent the Madden family on weekly trips to the emergency room and caused Brooke to miss countless days of school. Steroid-based breathing treatments kept her from gasping for air, but the medication bloated her body.

While investigating ways to help their daughter, the Maddens learned about the EarthCraft House program (a green building and certification program out of Atlanta, Georgia). They sold their home and moved into an EarthCraft-certified home in Cumming, Georgia.

The Maddens' lives have changed dramatically for the better since moving into their new green home. Brooke no longer needs the breathing treatments, reports Mrs. Madden, nor has she had to visit the emergency room. She hasn't missed school because of her breathing. She hasn't seen an asthma doctor at all. It's a huge, 180-degree change because she was so sick. We love our house, obviously." Mrs. Madden says.

FEATURES OF A HEALTHY, GREEN HOME:  Selecting products and features that contribute to indoor air quality (IAQ) is one part of creating a green-certified home. There are several components in this area from which to choose. The builder and/or homeowner can select line items from the certification checklist that make the most sense for the project at hand. For example:

• Using low- or no-VOC paints. VOCs (volatile organic compounds) are chemicals released into the air as gasses.

• Using certified formaldehyde-reduced or -free plywood and/or pressboard in cabinetry, MICA tops, and adjustable closet systems. Formaldehyde is a VOC that has been classified as a human carcinogen (cancer-causing substance) by the International Agency for Research on Cancer and as a probable human carcinogen by the U.S. Environmental Protection Agency.

Using healthy insulation, such as spray foam with air or water as a blowing agent, or using formaldehyde-free fiberglass products. Owens Corning, CertainTeed, and Johns Manville all offer formaldehyde-reduced or -free fiberglass insulation products.

• Using low-VOC caulks, sealants, and adhesives throughout the house. A typical home contains 185 gallons of adhesives, either as pure adhesives or as port of other products, according to estimates from the European Union. To give you an example of the difference in toxicity levels, traditional flooring adhesives can contain hundreds of g/L (grams per liter) of VOCs, whereas comparable low-VOC products can be under 10 g/L.

• Selecting low-VOC carpeting (All carpet from Shaw ® or Mohawk ® meets this criteria.) If adhesives are used in the installation of the carpet pad, be sure they also are low-VOC. Better yet, when possible, avoid carpet altogether. Some laboratories, estimate there are over 200 VOCs released by new carpets (not to mention the dirt and dander it accumulates in spite of frequent vacuuming).

• Using low-VOC stains and finishes for on-site finished materials.

• Having duct installers cover the duct system boots during the installation process. This step prevents homeowners from having to breathe construction dust that would otherwise accumulate in the system. It also stops spray-on ceiling textures and paint from adhering to the inside of the boots.

• Installing a range hood that exhausts to the outside.

• Installing upgraded filtration products and systems.

• Installing a central vacuum system. Research at the University of California, Davis, showed that a Beam® central vacuum removed allergens and reduced allergy symptoms by 47 percent for nasal, 48 percent for non-nasal, 61 percent for eye, and 44 percent for sleep. The EPA has acknowledged this product as an indoor-air-quality enhancer.

• Reducing the opportunity for fumes to enter the home from an attached garage by sealing the sill plate to the foundation and the top plate to the ceiling on common walls; making sure there is a tight seal around the entry door to the home from the garage; including a self-closing hinge on that door; and placing a carbon monoxide detector near the entry door just inside the conditioned space.

• Merchandising your green model or spec homes with low-VOC case furnishings and natural fiber throw rugs. The regular pressboard used in some case goods will off-gas formaldehyde, and furniture manufactured with polyvinyl chloride-coated upholstery also releases VOCs.

Copyright© 2009 Tracy DeCarlo

Tracy DeCarlo is author of
 
The Difference is in the Details:
The Homeowner's Planning Guide
for Building a Functional Home (www.differenceinthedetails.com)
 
She is the owner of One Stop Green Home Certification. She can be contacted at tracy@onestopgreenhome.com

2009: New Year - New You!
Refresh yourself on interior design trends for 2009 with Kay Green's article on the hottest designs for the new year.
Read Kay Green's full 10-page article on the hottest Design trends for 2009!

For more information, we invite you to visit our website www.KayGreenDesign.com
Listen to Kay Green
as she presents her expertise online at www.BuilderRadio.com.

Successful Seminars at the 
International Builder's Show
At last month's IBS in Vegas, Kay Green and Ashley Jennings presented a total of five seminars full of interior design trends and cutting edge merchandising ideas.
 


 Kay Green headshot
Kay Green, MIRM, is a nationally recognized Interior Designer. She founded Kay Green Design, Inc. in 1975. The company has since become one of the nation's most respected interior design firms.
 
A Green-Certified Home Assures Your Buyer That:

 A whole-house green approach has been taken to construct this home. Green features have been considered from the foundation to the landscape.

• The house has been inspected to confirm that the green products and procedures selected from the checklist have in fact been correctly incorporated into the home.

• The house has been tested including a ductwork smoke test
, a thermal bypass inspection, a duct blaster test, and a blower door test.
 
Looking for an Interior Design firm with a Green Certification?
. . . . . . . . . . . . . . . . . 
Contact Kay Green Design
Vice President, Kelly Moorman
to learn how we can help you today! 
kelly@kaygreendesign.com 
4O7.246.7155 office
 
Kay Green Design
2009 Silver Nationals Winner
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859 Outer Road
Orlando, FL 32814
phone: 4O7.246.7155
toll free: 8OO.226.5186
www.KayGreenDesign.com
ashley@kaygreendesign.com