Building Green Luxury: Part 4
This is the final in a series of posts featuring an interview with Frank Dalene, chief financial officer of Hamptons Luxury Homes Inc.
In your editorial in Builder/Architect you mentioned manufacturers using deceptive marketing practices to represent their products for improper uses. Can you share any specifics about that so people can get an idea of the ways this sort of thing happens?
On a certain house wrap if you look at the manufacturer’s specifications it says bulk water hold out. What does that mean? Does it mean that some of the water is let through, but the bulk is not? I don’t know and that is part of the problem. I went to a trade show and a distributor of that same house wrap had a sign on an easel that said the Western Red Cedar Bureau endorsed that particular house wrap. But in reality that house wrap has been known to have problems with extractives from wood breaking it down and a University of Massachusetts study pointed to cedar products being the biggest culprits. So even though the sign said the Western Red Cedar Bureau endorsed this product what they failed to mention to you is that the Western Red Cedar Bureau said you could use cedar with this product as long as you seal it on all sides. And if you go to the manufacturer’s specifications it also says that in the small print. That is deceptive in my mind. But that is just one example. There are plenty of products out there with green labels and you know they’re not green, and so I think the movement has to start policing itself.
After an owner makes a conscious choice to build green how can they know their builder is using truly green materials and practices without having to spend a lot of time overseeing and checking on things?
They have to hire a builder with integrity and honesty. We build homes for the vacation home market so there are times we are building homes for people in England or Switzerland. They sign a contract with us and they have a date set when they are coming back and the house will be done. Nobody needs to oversee us or check on us. We are all self motivated and when we make a commitment we keep it. So they should try to hire that kind of builder. There are also more and more green building verifiers and certifiers being trained so that is another way to do it. I think it is also good to bring a consultant in for a home owner.
On a side topic, do you have any advice for builders in weathering challenging economic times?
We have been out in the Hamptons for 30 years we have been through three economic down cycles and the best advice I have is to cut the fat out. We as builders during the good times tend to get fat. A lot of times as we build our companies we have a tendency to delegate more and not work as hard as we should. It is remembering where we came from and being willing to go back.






