The largest is the Great Diamond, with 2,200 sq. ft. and a finished third floor. A pro-totype for this model is a Kaplan-designed, stick-built home erected last year in Falmouth, Maine.
These modular models have attracted a lot of attention in the Northeast, and Kaplan has been talking to interested modular home builders elsewhere in the region and the Midwest. As of April, however, the Modular Zero Collection had no firm buyers.
What has become apparent, Kaplan says, is the presence of two distinct demographics. Traditional modular customers, he says, want to pay about $100 sq. ft. for a factory-built home. Many can’t afford his $140 sq. ft. target price for net-zero. On the other hand, buyers in the market for a low-energy home think $140 per square foot is a bargain for net-zero. But they want special amenities, changes, and custom features that boost the price.
“Everyone seems to be excited,” Kaplan said, “but we’re still learning what the real market is.”
Upfront Savings
Other green, modular builders also are recognizing the need to offer a range of options for varied markets.
San Francisco-area architect Michelle Kaufmann is widely known for her variety of sustainable, prefab designs. Last year, her Michelle Kaufmann Studio launched three models of Zero Series homes, available in different sizes and prices. Customers appreciate that the company already has done a lot of research on options, Kaufmann says, and can offer them a thoughtful selection, based on the building site and their personal preferences and lifestyles.
“It allows them to spend their focus and energy on things they really care about,” she says, “without having to do all the research work that they might not have time or interest for.”
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