Home buyers are beginning to make the connection between the work performed by their home professionals, and the effect it can have on their health. A homeowner survey commissioned by the National Association of Home Builders reports that those who had purchased a home built with at least five healthy building products or practices said they or their family members had fewer illnesses (30%), were more comfortable (31%) and were able to sleep better (39%).

Choosing eco-friendly paint, flooring, insulation and other building materials is a great start, but not all consumers realize that ventilation, air circulation, filtration, and humidity all play major a role in a home’s health, and the health of its occupants – until it’s too late.

As the move towards energy-efficient, tightly built homes increases, homeowners are having trouble bringing fresh air in, and getting bad air out. The World Health Organization reports that an estimated 3.8 million people die each year from household air pollution including carbon monoxide and formaldehyde. Indoor contaminants like mold, dust, and dander have also contributed to a rise in the number of North Americans with asthma, according to research.

The rise in home health awareness means more homeowners are looking to home experts to help, and also to blame. Inferior building products, inadequate installation and compliance issues can all result in unbudgeted returns to the job site, costing building pros time and money. One large HVAC contractor calculated that the average cost of a callback was around $3,000 per incident. That cost can grow exponentially if the homeowner decides to sue. A group of California residents was awarded $1.3 million for claims against the builders and contractors whose poor workmanship allowed leaks and mold to enter their homes. The blame game could even affect future sales if an unhappy client badmouths a business on social media. One study found that 95% of customers share bad experiences with others, and 45% take the time to leave negative online reviews.

Savvy building pros are incorporating home health into their business strategy – and making sure it’s a priority from the project start. Partnering with well-established distributors and manufacturers who are committed to creating healthy living environments will help ensure product quality and code compliancy and also inspire client confidence. An Eco Pulse study shows 74% of consumers say a companies’ environmental reputation impacts their purchase decisions.

Experts recommend that home pros take the time to truly understand how the whole house works as a system and do their homework to find the products and solutions that best fit each specific project’s needs. Builders should ask themselves: what is the best strategy for the home that I’m building, and for the clientele that I have, as well as for the climate zone that they’re in?

Cooking is one area that needs rethinking: just because a client installs a large capacity range hood doesn’t mean it is performing well. The newest trend is to select a range hood based upon capture efficiency, and the amount of air that is exhausted will become less important. After all, the goal is to remove contaminants, not conditioned air. The more conditioned air you exhaust, the more you have to bring in and heat, cool, humidify, de-humidify, filter, etc., which all consumes energy. The industry is developing new ratings that better reflect the capability of these products to exhaust contaminants efficiently.

Bathrooms are also ripe for performance improvements. A lot can go wrong in a ventilation system, preventing you from putting the pollutant where you want it. For starters, the fan. Just because the box says it can do something doesn’t mean that it will – contractors need to make sure that after it’s installed, the fan actually moves the required air. Test results on the box are not always accurate and may not factor in variables such as difficult ductwork or termination resistance.

After witnessing the problems caused by compromised installations, Panasonic recognized a need for more stringent standards. While the industry rates exhaust fans at an assumed static pressure of 0.1” SP and 0.25” SP, our research shows that these values need to be increased to more accurately represent the real world (.375” SP), and we are beginning to certify our fan performance accordingly. Builders that want to ensure code compliance and meet design airflow requirements should insist on high-performance products that meet these higher standards. Greater awareness and assurance can only help ensure healthier homes.

Eco Pulse reports that 66% of Millennials are concerned about indoor air quality (IAQ), and rightfully so. In a single year, a six room house collects an average of 40 pounds of dust which can be laced with up to 45 toxic chemicals, according to the EPA. And we spend nearly 90% of our time indoors, where pollutants can be 2-5 times higher than outdoor levels.

Survey respondents cited “making my home healthier/safer” as one of the top two reasons for spending money on their home. Forward-looking home builders and remodelers see the opportunity, and many (83%) believe that consumers will pay more for homes that are healthier.

So how are builders and architects positioning themselves as healthy home pros?

Industry experts say the best way to get potential homeowners on board is to educate them – and oneself – on all the components that make up a home’s health imprint, from HVAC and building materials to water filtration, windows and siding. The trend towards energy-efficient, sustainable building brings more opportunities to discuss home health, but also brings misconceptions.

As homes are built more tightly to be more energy efficient, there is an unintended consequence of poor IAQ. Years ago, when homes were built with less concern for energy efficiency, there were lots of opportunities for fresh air to enter the home and flush out the stale, contaminated air. Ventilation just happened – automatically – with air finding its way in through cracks around windows and doors, electrical receptacles, joints between walls, ceilings, and floors, etc.  For all intents and purposes, a leaky home was a healthy home, it would just break the homeowners bank to keep the temperature comfortable.  

“Most clients don’t understand all the challenges that come with tighter home so we have to explain to them,” says Kelly Nemergut, partner at N2 Architecture. “Comprehending how the whole home works as a system is step one to grasping the benefits of healthy home options. Sometimes, people focus solely on the IAQ aspect, but then all the finishes they choose counteract the whole system they paid money to install, rendering it ineffective.”

The contractor who wants to be seen as a healthy home expert should take steps to become one. They can take a workshop on home performance – many are available online – or read up on important topics like planning your ventilation strategy. The Healthy Building Network, the EPA and the Indoor Air Quality Association are great IAQ resources too. Not only will education improve the understanding of how air moves through a home, it will improve the quality of the work – and client satisfaction.

Some future-focused business owners are readdressing the types of products their company uses to better serve the healthy home market, opting for low or no VOC paint, formaldehyde-free building materials and vent fans designed to meet new industry standards in installed performance.

Nemergut says a lot of homebuyers want eco-friendly solutions because they’re trendy, but they don’t always think about the health benefits of going green. “Architects and builders must make the connection for consumers that we’re creating better, healthier environments for them and their families to live, play and sleep in.”

What homeowners need to know about energy efficient homes is that the indoor air needs to be managed to ensure a healthy home. Because the homes are airtight, studies have shown that indoor air can contain up to 10 times more Volatile Organic Compound's than outdoor air. VOC’s can create serious health consequences, especially for young children or those with asthma or other health challenges.

Before every project starts, pros should ask the right questions: Will any children or elderly people be living there? Does anyone in the family have allergies or breathing issues? How much do they really know about IAQ?  Do they understand how eco-friendly building materials and cleanable surfaces (i.e. no rugs) help make a healthier home?

Industry leaders recommend connecting emotionally with clients and talking about home improvement features in terms of how they affect health and comfort. Being able to breathe better, sleep better and prevent illness are benefits everyone can understand. 

Factors like aesthetics, durability and cost will always be important to homeowners, but so is their family’s wellbeing. When they’re offered a solution that’s not going to poison their child, it’s incredibly compelling. What client wouldn’t want that?