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Is Going Green Really Worth It?
However, there may be a silver lining. Maybe it raises awareness of systems that are likely to raise the value of homes. Maybe the answer is innovative energy-efficient homes with control systems that allow easy monitoring of utility usage.
Maybe a green building surge will kick-start the U.S. construction industry. Maybe increased demand for green technology and energy automation will provide the custom electronics industry with the "next big thing" that it needs.
Maybe this shift will alleviate U.S. dependence on foreign oil and stimulate manufacturing of green products. Maybe it's more of a green lining than a silver lining.
Former venture capitalist and banker Michel Reichert hopes some of these "maybes" come to fruition. He founded Cleantech Homes LLC, a construction, remodel and consultancy firm that specializes in energy-efficient, eco-friendly home systems.
As a former venture capitalist, Reichert is quick to acknowledge that his business is risky. As a former banker, however, he notes that it's a calculated risk.
There isn't a big enough demand for green homes, Reichert says. A major ambition of Cleantech, therefore, is to raise awareness and arouse demand. So, Cleantech isn't just a green builder; it's a green building brand builder, if you will.
Brand building is where the 4,200-square-foot house being built on the lot adjacent to Reichert's home comes into play.
A 4,200-Square-Foot Marketing Tool
It looks like a typical New England house, albeit a little nicer and a little bigger than what is typical in Beverly, Mass., a coastal town 30 miles north of Boston.
From the outside, there are really only three characteristics that set it apart from its neighbors. Solar hot water panels and solar photovoltaic (PT) electric panels are mounted on the roof.
The folks at Cleantech say that once their show home is finished, it will be part museum, part warehouse, part classroom and part conference room.
Above all else, it will show off green homebuilding technology.
Click here to see the green technology included in the house.
There were contractors' trucks parked in the steep driveway (at press time), since Cleantech's show house isn't slated to be finished until late spring or early summer 2009. Two of the vehicles in the driveway belong to integration companies Intelliconnex and ThompsonModern, both based in nearby Newburyport.
Home automation, according to Reichert, will be a key component in the home's quest to educate buyers about green building. A media room, meanwhile, will communicate that green living can be normal, everyday living.
When the home is finished, it will be used to showcase various green building techniques and green-living features. Cleantech has forged partnerships with Kohler (waste-conscious kitchen and bath products), Philips (LED lights), Velux (solar hot water panels), CertainTeed (spray foam installation), AMX, Lutron and others.
Manufacturers like what Cleantech is doing. They've chosen to discount or donate products to the house in exchange for Cleantech allowing them to use this innovative sales tool for themselves.
The same goes for USGBC. It's doing a case study of the Cleantech show home, and it's excited about using the home for educational purposes.
To reinforce its commitment to education, Cleantech drew up a contract indicating that for a period of no less than six months, sponsoring companies can use the home for tours, sales training, educational sessions, whatever.
"We look at this house as a center for education, and we really mean that," Reichert says.
Think of it like a museum. "The house is going to be all about education," says Eric Thompson, president of ThompsonModern.
"They're leaving a section of the wall open so you can see how it's built. Our [AMX] touchscreens will show what the geothermal heating system looks like and how it works and what's the difference between solar and geothermal."
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6 Comments (displayed in order by date/time)
lolz @ the poor title choice. Is it worth saving our finite and precious natural resources? Mr. LeBlanc must burn down rainforests in his spare time.
Hah, great comments guys. We are actually referring to the business of going green, something that Cleantech’s founder admits is risky.
I appreciate the article and the fact that “green washing” has become so ubiquitous. I believe, and I may be wrong, that it’s actually worse in our industry than many others. So much so that I’ve blogged about it at http://tonynoone.blogspot.com/2009/03/greenwashing-rampant-in-av-and.html and http://tonynoone.blogspot.com/2009/04/greenwashing-revisited.html I would love to see more honest, profit chasing yet visionary leaders taking the same positions as Cleantech. I would also like to see more open source applications, as well. I believe any advance towards the end goal of sustainability is good for all of us (including those still in denial about our impact on the planet).
For those of you tree huggers that think we are gonna run out of trees….I promise we will not. There are a couple of hundred billion cut down and replaced by twice as many every year all over the south. You guys use all the Southern Yellow Pine you need. We will grow more…I promise. None of the wood used to build homes around here comes from rainforests. I personally planted 10,000 Loblolly pines on my land 6 years ago and they are ready for their first cutting. For those of you who do not get it…check this out: http://www.gfagrow.org/treefarm.asp
A few more points….The is not a darned thing “green” about a 4200 sq ft house unless it houses 3 families. The whole green thing is nothing but a bunch of marketing crap to make people buy new stuff throw away the old and harm the environment further. If they do great, I will sell them plenty of expensive electronics to make them feel better about living in an oversized house. Just don’t try to say anything about a mansion is environmentally friendly. I support a person’s right to buy and do whatever they want btw but don’t call it Green.
To CCD
Sad indeed to read this, but it would be a very unexciting world without different views and opinions. Fortunately, you are rapidly becoming part of a small minority. Yes trees can be replaced! And yes they are TODAY (we only used fsc certified wood). So some progress there was forced on us by the market. If trees where the only issue it would have been a much simpler matter… In addition to making this world healthier for generations to come (I am purposely not using saving the world in consideration of your extreme views on the matter), we are talking about pure economics and geopolitical issues: our ever-increasing reliance on imported oil from countries that despise us, increased terrorism as a result of our response to it, our overall trade deficit and our imbalance balance of payments, our financial independence, the strength of our currency, jobs and I could keep on going. Fact is I am personally not a pure green guy, I am just worried about the above and am trying to do something about it.
As to the size of the house, (unfortunately not explained in the article) we want to show the growing majority of green people that they do not have to give up their comfort to be respectful of their environment and… actually also save a great deal of money ($7,500 a year for this house). Green investments in this 4,200 sq ft home will have an overall payback of 10 years after which 80% of the home’s energy needs will be free and produced safely without using any fossil fuel. It now makes sense financially to build green. I don’t know where Tom (the writer) got his title??? So why not build green and enjoy the savings (while doing the right thing for some of us). In the meantime, we are planning to use home automation (provided by Intelleconnex from Newburyport, MA) all over the house (one solar panel will suffice for this luxury). We also will have a fantastic energy management program that will allow us to know (and control) on demand what the house is using and producing in terms of energy, which according to many studies, has a direct impact on energy conservation (like the needle in your Hummer that tells you how much gas you are using just by touching the accelerator…)
Enough said, hope this was helpful.
Horrible name for a timely and intriguing article. Trying to be provocative or show a political bias?...hmmmm