"Beyond Green": Local firm works with builders on revolutionary zero-energy homes as new market solution and the future of homebuilding

December 27th, 2007

A Northeast Florida firm, known for branding and marketing some of the country's most successful community developments, is channeling their unique architectural experience to help builders and developers meet the downturn in the housing market head-on.

For several months, Renaissance Creative, an award winning marketing, web design and public relations company, has been not only working to develop a brand and market, but also consulting in product design for StalwartBuilt Homes, a Panama City-based homebuilder who is building LEED certified homes utilizing state-of-the-art building science.

The homes are also affordable, quickly constructed and include the option of being "Zero Energy." In just a few weeks, a resident will be moving into the first StalwartBuilt "Net Zero Energy"(NZE), solar-powered, LEED Platinum rated home in Florida, all for about $230,000, including the lot.

In February, StalwartBuilt's remarkable Bimini II model will be on exhibit at the National Association of Home Builders (NAHB) International Builders Show in Orlando and shortly after moved to Waterview at Inlet Beach, an exclusive Oceanside community on the Panhandle.

"There are many reasons new home sales have cooled in recent months, much of it based on economic factors and market fundamentals. We are in a time of belt-tightening and emphasizing more cost-effective, targeted marketing strategies. But,often the most effective response to a dramatic change in consumer interest, is a dramatic change in the product itself," said Ed Bondi, partner and co-creative director at Renaissance Creative.

"In order to know how a product should change, we need to look at consumer trends. When we do that, the difference between the hottest of cultural trends and what is largely being offered in the marketplace
today, is apparent."

Bondi points out that one trend that is currently dominating public interest is "green." It's everywhere — in various media, new consumer products and government initiatives, locally, nationally and worldwide. He describes the "greening" of society as, "a consumer trend that is not just trendy — it's growing and it's here to stay."

In response to this, some companies are "greenwashing", that is, doing just enough to their brand to be able to market it as "green."

But Bondi believes this practice will be shortlived.

"In today's increasingly sophisticated, green educated market, 'greenwashing' isn't going to cut it for long. Now consumers are demanding validation through quantifiable standards," he said.

And these standards are not just the more common 'Energy Star' ratings. But the much higher certification standards of the US Green Building Council's LEED program, which includes four levels, the highest being the very rare Platinum designation.

StalwartBuilt homes will offer consumers varying levels of LEED certification, including Platinum.

Julius Poston, a visionary thinker and builder and the man behind StalwartBuilt Homes, says thatss just the beginning. Poston has long been committed to creating superior building processes with untraditional, creative thinking and his products continue to evolve as new homebuilding products are introduced and corporate technology partners come to the table with new ideas for StalwartBuilt homes.

Poston's own journeys have taken him around the world, including to developing nations, where his economical building processes created housing where there was none before. Back home in Panama City his own coastal residential developments reflect an appreciation for authentic Cracker architecture, historically created in direct response to the local environment.

For over 20 years, Poston has been studying, developing and refining his own building techniques and technologies in an attempt to create traditional homes that are as strong and energy-efficient, as they are healthy and affordable. He believes he has achieved this with StalwartBuilt.

"LEED Platinum is an extremely difficult certification to achieve, and we've tried to stretch our thinking even beyond their measuring stick", says Poston, noting that he created his own think tank, "The East Bay Institute," to bring together industry professionals, educators, and public and private partners to help develop StalwartBuilt technology.

"Through the use of such features as photovoltaic solar cells and underground geo-thermal heating, StalwartBuilt homes will be able to offer homes with zero net energy costs", Poston says, "and that's just a start."

The homes are also designed to offer a bevy of other high performance living features, including extremely pure air and water systems, rated up to 98 percent allergen-free; and structural safety features that will protect them from extreme hurricane force winds.

"Consumers can get very excited over saving up to 100 percent on their energy bills and living in homes that are both good for their health and the health of the planet."

Perhaps the biggest shift and one of the most exciting aspects is that because the homes are "systems-built", they are cost effective, precision constructed and can be delivered and installed in just 12 weeks. This results in a significant reduction in liability and wait time, translating into cost savings and convenience for both builders and buyers. Many consumers associate "systemsbuilt" homes with traditional modular homes. But times have changed. Systems built homes have evolved.

"Were talking about a record player to-iPod shift, both in terms of quality and degree of evolution. Now, it's simply a matter of educating the public to the advantages. And they will discover it, just like they've discovered organic food, compact fluorescent lights, and hybrid cars," Poston said.

Materials are stored in a controlled, air-conditioned factory environment as opposed to sitting on a jobsite, exposed to heat, humidity and rain for months on end. The fit and finish is perfect there are no bows, cracking or warping. Systems fabricators have experienced, long-term employees, familiar with their product, as opposed to subcontractors who come and go from project to project. And, if you want, you can finish the homes out like million dollar mansions.

On top of everything else, the US, state and local governments are all offering a variety of lucrative incentives for homes that incorporate solar and are built to LEED standards.

StalwartBuilt is currently involved in 18 planned developments in various parts of the Southeast. As part of its branding effort for the company, Renaissance Creative is helping local StalwartBuilt Guild homebuilder, Phoenix Contracting Group, Inc. on the marketing of what they hope will become the first "net zeroenergy" LEED Platinum home in Northeast Florida and possibly St. Johns County.

The company will specialize in trend-setting, eco-friendly homes, including everything from high-end custom to workforce housing throughout Florida. Phoenix is excited about the potential of the StalwartBuilt brands building science.

StalwartBuilt Homes is a Panama City-based homebuilding and building science technology company offering high quality, energy-efficient systemsbuilt homes. They are constructed using innovative methods, superior materials, incredible efficiency, and virtually no wasted materials.

All StalwartBuilt homes can be constructed to LEED standards and incorporate precision quality, energy efficiency, air purity and high windload capacity. Homes come in a variety of styles and prices.

For more information, contact StalwartBuilt Homes at 850-392-0292.

Phoenix Contracting Group is a Jacksonville-based homebuilder experienced in nearly every aspect of residential construction. Phoenix homes are built with an extraordinary sense of personal responsibility, utilizing today's most advanced technologies.

With offices in Jacksonville, Port Richie and Tallahassee, Phoenix is proud to be a licensed StalwartBuilt Guild builder of Beyond Green™ homes. For more information, contact Phoenix Contracting at (904) 838-4719, or visit their website at www.phoenixcontractinggroup.com.