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"GREEN BEFORE THERE WAS GREEN"

Don Ferrier is well known as the go-to guy for energy-efficient homes in central Texas. And after 25 years in the business and a string of accolades from the NAHB, Energy Star, Building America, and the USGBC, he knows a thing or two about growing a custom home building business into an exclusively green one.

"We were green before there was green," says Don, adding that "a lot of other builders thought I was crazy in the early days."

While Don admits that he did lose some money on earlier projects, "that doesn't happen anymore." Don's recent successes speak for themselves. Just take a look at Heather's Home, a 1,994 square foot "near-zero-energy" residence in Lake Weatherford, TX, that costs just $70 a month to heat or cool (vs. the average $240 August electric bill)-and cost just $115 per square foot to build (vs. the typical $200-$400 square foot for a custom home near Fort Worth). Heather's Home has achieved both Gold NAHB and LEED Platinum certification-and a whole lot of positive press that's kept Ferrier Custom Homes in high demand.

So what has Ferrier learned along the way about keeping his bottom line healthy-and his customers happy-even in a slumping housing market?

Know your clients: "It comes down to being sure the chemistry is right," he says. "Not just convincing the client you're right for them (if you are), but being sure they're the kind of clients that are right for you and won't waste your time."

Ferrier practices what he preaches by training his office staff to thoroughly screen every new client to learn how serious-and how knowledgeable-they are about building green. Only those who have been qualified get a meeting with the boss.

Beware of window-shoppers: Next, Ferrier tunes in to the sure signs of a tire kicker. "I used to waste hours meeting with prospects and researching new methods and materials every time a client showed interest in a new green product-only to find out they weren't really serious about the inquiry," he says. In addition to his screening efforts, he uses his first interview to help separate the merely curious from the true partners.

Give clients ways to learn more: Finally, Ferrier helps his clients get educated-by posting a wealth of information on  his company website and by providing helpful links to other green building-related sites, like our own site Green Building Blocks, and  Energy Star. He also stays in touch with clients through periodic email newsletters on a variety of green building topics.

Ferrier then spends considerable time with those who sign his Professional Service Agreement and pay his first retainer.

"We help clients find their way through the maze of green options to the functional, high-performance home they'll love," he says. "In the end, they're comfortable with the choices they've made, because we've helped them learn to make the right ones."