Fact is, no one knows the exact definition of green building. Organizations from the Building Research Establishment’s Environmental Assessment Method to the National Association of Home Builders (NAHB) to a seemingly endless number of national and regional organizations all have developed their own criteria and set of measurements. At this time, builders have more than 30 different certified green building programs from which to choose.

There is good news, however. Opinions as to what constitutes green building tend to be widely accepted, so the majority of these programs have a lot in common. Most consist of cost–effective recommendations to create healthier and more durable buildings, reduce operating costs for homeowners, minimize construction-related waste and support local manufacturers and suppliers of resource-efficient materials and techniques – all of which are designed to leave a lower carbon footprint on our environment. And like the programs that are leading the pack as of this writing – LEED for Homes (LEED-H) and NAHB’s National Green Building Program – most are points-based systems that can be used to achieve a certified rating of performance.

There’s more good news. Not everyone who comes to you asking for information on green is seeking to build the maximum green certified home money can buy. Actually, few could afford one. What they really may be asking is what materials and/or what construction practices do you recommend to conserve energy, natural resources and dollars. It’s up to you to determine the shade of green your customers are seeking.

So what do you really need to know as a dealer? And equally important, what do you need to do to become an authoritative “green” dealer?

Green is a System, not a Product

To truly build green, every element – from site selection through design to construction processes and materials – is part of the system. The notion that a whole can be more than the sum of its parts is an especially apt phrase for green building. While there are several land-use and building practices, product and systems applications, and materials that qualify as green, it is the concerted and thoughtful integration of those "parts" that enable a markedly higher standard in housing performance and resource efficiency.

Even before the foundation is poured, careful planning can reduce the home’s impact on natural features such as vegetation and soil and enhance the home's long-term performance. Choosing products is an important part of the process, but products alone cannot make a house “green.”

Nevertheless, selection of environmentally preferable products and materials is an important component in building green. Finishes and materials should have low toxicity to protect indoor air quality. Energy-efficient products are key to meeting green building objectives and balancing integrated systems. Recycled products should be used whenever possible to conserve natural resources. Sustainably harvested products are considered “green” because they help protect natural ecosystems.

In a sincere effort to build green, the framing package is likely to include as much engineered lumber as possible, which not only reduces on-site construction waste and the amount of lumber required (given its long-span and higher design-load capabilities), but also makes more efficient use of forest resources than traditional sawn lumber; engineered wood also is less likely to warp in application, meaning a tighter structure with less thermal transfer.

Advanced framing methods further reduce the amount of lumber (and thus forest resources) needed for the structure while creating wider cavities for insulation. In turn, the use of blown-in, recycled-content cellulose in the walls and ceiling or attic framing and air-blocking expanded foam insulation on the underside of the roof sheathing, with an air/moisture barrier wrapping the shell, create a tight structure that results in a steady indoor climate, reducing the load on the heating and cooling equipment and the energy to run it.

Furthermore, by insulating the attic and creating a semi-conditioned space that is within only a few degrees of the living space below, the mechanical equipment and (insulated) duct runs can be placed there, instead of in a space-hogging closet within the floor plan, with minimal thermal loss and more durable, high-level performance. In addition to its role as an air barrier, a properly installed housewrap blocks and sheds unwanted moisture away from the framing members, mitigating the potential for mold and structural degradation that can impact indoor air quality and the home's overall performance.

Finally, focus on heat and light from the sun. A house positioned to maximize what the sun's path provides is ideally designed to take advantage of heat and lighting opportunities through thermally efficient windows, skylights, translucent panels, and glass blocks. Doing so reduces the amount of energy required for both heating and artificial lights, which are, ideally, fitted with compact fluorescent bulbs to lessen their energy impact even more.

2. You Already Carry “Green” Products

Based on the green building systems described above, a traditional lumber and building products dealer already carries a large inventory of green products. Engineered wood, energy-efficient windows, weather barriers, zero and low VOC paints and stains as well as recycled insulation all are examples of green products. In addition, most composite decking is made from recycled content, including recovered wood fiber and recycled polyethylene plastic – which is very “green.”

Additionally, suppliers are re-designing both products and marketing materials to promote green attributes that make for a greener, healthier, more energy-efficient, and/or more durable home. More and more manufacturers are seeing the green dollars within green products, and are spending the time and money required to “certify” their products and produce marketing materials that help explain and promote their product’s “greenness.”

So what are the basics of a green product? Generally, materials are considered green if they:

Conserve natural resources. Examples include insulation and engineered wood products.

Are produced locally. Because it requires so much energy to transport building materials and products, products produced locally get green points.

Contain recycled content. Decking material made with recycled plastic is a good example.

Are durable. Durable materials require less frequent replacement and maintenance, which saves resources.

Are made with renewable resources. Bamboo, cork, wood and natural fibers are examples of materials that come from rapidly renewable resources.

Enhance indoor environmental quality. Non-toxic products such as formaldehyde-free insulation or sheet goods and paints and finishes that do not contain volatile organic compounds (VOCs) help protect indoor air quality.

In a perfect world the lines between “green” and “not green” would be clear. However, going green inevitably requires judgement calls and an understanding of green principles. For example, well-insulated walls are basic green building, but insulation containing binders that may emit formaldehyde is not. Wood is a renewable source, but the harvesting process can damage ecosystems.

What that means to you is this -- if you promote a product as green, you should be prepared to explain why you believe it to be so.

3. Know If and How Your Lumber is Certified

While it was earlier stated that the leading green building certification programs are more similar than not, there is disharmony in the way they view the shade of green when it comes to wood and lumber products. The most significant issue is the fact that LEED currently only recognizes timber certified by the Forest Stewardship Council (FSC), while The Green Building Initiative is more inclusive, recognizing timber certified through FSC as well as the American Tree Farm System (ATFS), Canadian Standards Association (CSA) and Sustainable Forestry Initiative (SFI).

The NAHB guidelines are even more inclusive in that they specify the use of wood certified through various credible organizations and/or systems, including the Canadian Standards Association, Sustainable Forestry Initiative, Forest Stewardship Council, and American Tree Farm System. They also reward renewability, and emphasize resource-efficient designs that optimize the use of natural resources.

Aside from the fact that independent research has shown that all of these systems are effective, there also is the issue of supply. There are more than 390 million acres of certified forest in North America, but less than 1/6 of that amount is certified by FSC.

Why is this important to dealers? If you claim to be a green dealer, you need to be able to supply certified wood for the builds that require it – or at least know that your lumber is not certified for a LEED-H home. That’s because to sell FSC-certified wood products, you must first apply for chain-of-custody certification, which is an involved and expensive process.

FSC accredited, independent, “third-party” certifiers evaluate both forest management activities (forest management certification sometimes referred to as F.M.) and chain-of-custody tracking (chain-of custody certification sometimes referred to as C.O.C.) for mills, manufacturers and distributors. C.O.C. certification addresses a company’s ability to track certified products throughout their inventory and distribution processes.

Although your product may be F.M. certified by FSC, unless your dealership has been qualified for C.O.C. certification, the lumber may no longer be certified for use in a LEED-H home since the chain-of-custody will have been broken. In basic terms, to qualify for C.O.C. certification, dealers need to show that FSC-certified products will be kept and tracked separate from other inventory as well as create special purchase orders and invoices. In addition, detailed records must be maintained for all FSC product purchases and sales. Dealers in our area who have elected to become C.O.C. certified report that the process takes about four to six months.

Is certification worth the time and effort? Keep in mind that if you are not C.O.C. certified, you may not be able to supply the FSC lumber required for LEED-H certified homes. However, last fall the Lumber Building Materials Institute (LBMI, the research and education arm of the NLBMDA), requested the American Lumber Standards Committee (ALSC) adopt “a new eco-forest management standard, accredit agencies to certify the standard, and establish a corresponding eco-label (grade stamp)” which may make the C.O.C. certification process obsolete. Once again the jury is still out, so you may want to weigh the odds carefully before spending time and money on a certification program that may not be required down the road.

4. No One “Owns” Green

Although literally hundreds of certification schemes have sprung-up, none are definitively “official” at this time. It is important to distinguish between actions that increase energy efficiency, conserve water and other natural resources, improve indoor air quality, reduce materials usage and waste and the various rating schemes claiming to measure and certify such actions.

What that means to you is this -- you can choose and validate the shade of green that makes sense for you and your market.

As stated above, all lumberyards have a tinge of green as they already carry products that qualify as green. Deepen the shade by educating your staff as to what constitutes a green or sustainable building, including the categories and requirements for nationally-recognized points-based certification programs as well as the accepted regional programs in your area (such as Minnesota’s Green Star or the Nebraska Certified Home^SM program). Not sure which programs are most accepted and used in your area? Contact your regional builder’s association to find out which programs they endorse and promote. In addition, choose products that contain and promote green attributes, and make sure your customers know that you carry these products.

Go a step “greener” by accessing a third-party certification program that makes sense for your business. For example, the LBM Journal has developed a program specifically for dealers that is easy to use, relatively inexpensive and packed with practical tips and information. The Certified Green Dealer™ Program is a national, Web-based program that allows lumber and building material dealers and distributors to learn about green building techniques and products, and to subsequently brand and promote themselves as Certified Green Dealers™. Additional information and sample courses can be viewed at www.certifiedgreendealer.com.

The darkest shades of green require C.O.C. certification as well as devoted specialists on your staff that are fully informed in all aspects of green and/or sustainable building practices and products. Just as with constructing a green home, the darker shades of green require ever increasing amounts of knowledge and dollars to achieve, but may have tremendous value in markets with a strong demand for green and/or sustainable building.

No matter how green you decide you want to be, it is time to pick a shade. A recent SmartMarket Report from McGraw-Hill Construction and the National Association of Home Builders entitled “The Green Homeowner” notes that green building continues to grow despite the housing downturn. In fact, according to the NAHB, the demand for green homes exceeds supply.

The same report indicates that the down housing market hasn’t affected the remodeling and renovation market. Like their counterparts demanding new green homes, nearly 40 percent of homeowners doing remodels were using green products. And according to the report, green builders are outperforming their more traditional colleagues in the new home market. All indications are that green building is booming and will continue to do so for quite some time.

Whether hedging against dips in the housing market, keeping your current customers satisfied or luring aspiring green building customers into your yard, educating yourself and your staff about building green is a prudent business strategy. Pick the shade that is right for you.