GreenHaus's LEED home could blend easily into most suburban neighborhoods.

"I started looking at their plans and got excited about all the environmental things they wanted to do, things I was familiar with from our remodeling business and my personal interests in green building," says Strong. "We started adding other environmental features, then we sent our plans to the U.S. Green Building Council for its pilot home program. We are now building the only LEED pilot home on the western Gulf Coast—one of only 106 LEED pilot homes across the country."

Brothers Strong decided to start up GreenHaus Builders last year. "I think GreenHaus is going to be a huge buffer for our remodeling business, putting us into a market segment that will continue to grow," says Strong, who is vice president of Green Haus. He runs both companies along with his brothers Don and Tommy. "Green building is the sexiest, most changing segment in housing."

LEEDer of the Pack
GreenHaus is setting a high benchmark for green: They are only building LEED homes. LEED homes, which are inspected by USGBC-designated third party representatives, can earn levels of LEED qualification ranging from "Certified" to "Platinum."

GreenHaus's first LEED home, which will earn a Gold certificate, should be ready for the homeowners in February 2007. It's a contemporary home with lots of personalized features, such as an in-home recording studio. "This is a healthy, energy-efficient, special property," says Strong.

The floor-to-ceiling glass in this room permits a great view of the yard but is recessed to prevent unwanted heat gain.

Strong says LEED is probably the most demanding green-building certification program in the country. "Our LEED pilot house has set a reference point for the green-building market in Houston," says Strong. "We're already getting interest from people at all price points." GreenHaus already is working on plans for a lower-priced LEED-certified home, projected to come in at $350,000 for 3,000 square feet.

Strong Synergy
GreenHaus plans to build six to eight LEED homes a year. Meanwhile Brothers Strong Inc.'s remodeling is thriving, with revenues of about $1.5 million a year. The brothers are realizing distinct synergies in operating the two businesses. One is staffing, with project managers and superintendents splitting time between the two businesses. As GreenHaus begins to build more houses, personnel will ramp up accordingly.

GreenHaus already benefits from years of Brothers Strong's expertise in scheduling and established environmental remodeling practices. "We were doing things in a green way long before it became popular," says Strong. "There are many things we are doing with GreenHaus that came from our remodeling business."On the flip side, Brothers Strong benefits from GreenHaus in the transfer of additional green protocols. The LEED pilot home helps boost Brothers Strong's profile, as well as gaining it new leverage with suppliers and trade contractors. "It amazes me that in spite of 16 years as an award-winning remodeler, when you say you are building a house, people call you back a lot quicker," says Strong. "Brothers Strong is benefiting from that."

Path of Least Resistance
Building a home at LEED level is challenging. Motivating trades is a greater issue, meaning that your managers are particularly critical. "You have to challenge your managers on site in ways that you haven't done before. Sometimes it's something simple, like recycling cardboard instead of putting it in the Dumpster," Strong says.

Getting into green building is like eating an elephant, Strong says. "It's too big to eat all at once, so take it in little bites. Start with the areas of least resistance," he advises. "If your painter likes the idea of using low-VOC paints, start there. If your plumber resists tankless water heating and flexible piping, don't start with the plumbing." He suggests the following 10 ways to start building green:

• Use low-VOC or zero-VOC paint instead of regular paint.
  
• Put timers on all bathroom vent fans.
  
• Add vent fans to the laundry room.
  
• Conduct a blower door test and track down your leaks.
  
• Use tile that has recycled content.
  
• Install 40-year roofs instead of 25- or 30-year roofs.
  
• Use formaldehyde-free plywood.
  
• Install radiant-barrier roof decking.
  
• Switch to Xenon or fluorescent lighting.
  
• Bump up your HVAC systems to 17 SEER.

Richard Wall lives in St. Augustine, Fla., and writes about the construction industry.