Event Title:

Build It Green at AltBuild: Guild Meeting and Presentation


Sponsored By:

Sustainable Communities Program / Southern California Edison

Event Date/Time:

Start: 5/11/2012 2:00:00 PM
End: 5/11/2012 6:00:00 PM


Please click for details!


Santa Monica Civic Auditorium


May 11, 2012 2:00 PM

Event Deadline:

05/11/2012 14:00

Event Notes:

Our May Guild meeting will be at the Santa Monica AltBuild Expo.  Alt Build is at the Santa Monica Civic Auditorium on May 11th & 12th. Admission is FREE and open to the public.
Guild Meeting: Understanding Marketing and Sales for Green Homes  |  4:30 – 6 pm
According to a McGraw Hill survey, the green share of new homes has jumped from 2% in 2005 to 17% in 2011.  Over the next 5 years, it is expected to double.  As a green home builder, do you know how to talk about the benefits of green homes to your clients?

Join Maureen Ladley of Ladley & Associates, and Deborah Lichliter, Corporate Sales Manager for Build It Green, for this discussion panel, led by our very own Tenaya Asan, Senior Manager for Build It Green.  This timely topic will include success stories, the new FTC guidelines, and the state of the industry relative to green appraising and gaining fair market value for green homes.

Other Sponsored AltBuild Presentation: Zero Net Energy Homes  |  2 – 3:30 pm
According to the California Energy Efficiency Strategic Plan, Zero Net Energy will be required for all new single and multi-family homes by 2020. Now is the time to adopt new building techniques that will achieve ZNE in your home designs in order to gain an edge over the competition. John Morton, Southern California Edison Program Manager for California Advanced Homes, will go through the design and analysis experience as detailed through the Green Home Builder’s ABC Home project, a 1,700 square-foot, one-story demonstration home.


Registration:  Pre-registration not required for these two presentations, but we encourage you to pre-register with AltBuild to allow fast entry into the Expo and all AltBuild programming. Admission to AltBuild is FREE.

Pre-register Now

Certified Green Building Professional CEU Value: 1.5 credits for each presentation



Event Comments:

Transportation Tips:   Parking lot is available for attendees.  Cost is $9.  Build It Green encourages carpooling to our events and public transportation.  For carpooling, we recommend posting comments in the section below to make arrangements with other attendees. For public transportation, please see venue page: http://www.altbuildexpo.com/transportation.html


Things To Bring:  Attendees are encouraged to bring business cards for networking purposes and a notepad and pen for taking notes.


Speaker Information:

John Morton, Offer Manager, Residential New Construction
Southern California Edison
John Morton is the Offer Manager for Southern California Edison’s (SCE) Residential New Construction Programs. Since joining SCE, he has established strategic alliances with building industry professionals to promote higher energy efficiency participation and continues to help guide the residential construction industry towards zero net energy building goals.
John is a member of a nationwide whole house committee working with professionals from Oregon to New York promoting energy efficiency throughout the country.  He is currently President of the 2012 Building Industry Education Council Board of Directors and chairs the Quality Green Residential Energy Efficient Neighborhoods (QGREEN) Committee for the BIA-Orange County. He holds memberships on the Construction Codes and Standards Committee for CBIA and the National Association of Homebuilders (NAHB) Multi-Family Leadership Board.  He also serves as a Trustee for the California Housing Foundation.
Prior to joining SCE, John worked as a project manager for a residential home builder and as an electrical foreman for residential new construction developments.
John holds a degree in Project Management from DeVry University and is a Certified Green Building Professional and Green Point Rater through Build It Green. Other designations include Certified Green Builder through NAHB, Certified Energy Plans Examiner through CABEC, and Certified HERS rater through CHEERS.
Tenaya Asan
Senior Manager, Build It Green
Maureen Ladley 
Principal, Ladley & Associates
Deborah Lichliter
Corporate Sales Manager, Build It Green
Tenaya Asan
Tenaya brings 30 years of experience in the residential construction industry to her position as Senior Manager at Build It Green.  She uses her construction knowledge, collaborative strengths and visionary perspective to engage and motivate a wide range of stakeholders in market transformation strategies.  
In her tenure at Build It Green she has been responsible for expanding the rapidly expanding GreenPoint Rated label, a green home label specific to California.   She developed the systems to support the program, including rater training and certification; quality assurance for rated projects; education and support to builders, raters, designers and others; and developing program protocols and procedures.  Tenaya was a key strategist and manager in the development of the GreenPoint Rated Existing Home rating system, the first of its kind in the nation. 
In the last several years, Tenaya’s focus has been on building stakeholder alliances in the public and private sector with the intention of gaining traction for sustainable residential construction practices for new and existing homes.  She has been instrumental in the development of a green training specific to the needs of the real estate professionals for the purpose of messaging the benefit of green homes and upgrades as well as developing and implementing strategies to green California’s Multiple Listing Services.  
She is a California licensed General Contractor, a Certified Green Building Professional, and a Certified GreenPoint Rater.  She has a Masters degree in Education and is certified as a Green Building Professional from Sonoma State University.

Maureen Ladley
Maureen Ladley, principal of Ladley & Associates, leads a research and marketing strategy firm based in Oakland, California.  She is a passionate advocate of sustainable building practices and is both a LEED AP and a Certified Green Building Professional.  Maureen has more than 20-years of experience in competitive and consumer research and marketing of residential building, including Active Adult, multifamily and mixed-use real estate.  She’s been a speaker at the Arizona Housing Forum, and NAHB’s Seniors Housing Symposium.  Prior to Ladley & Associates, Maureen worked with Forest City and Centex.  She’s a member of ULI, USGBC-NCC, and Build It Green.  With ULIsf, she’s a member of the UrbanPlan committee, and with USGBC-NCC, Maureen is a member of the Residential Green Marketplace Committee.  Maureen holds an undergraduate degree in economics from UCLA.
Deborah Lichliter
Deborah Lichliter has over 15 years of experience working for new home builders and developers in sales, marketing, design and business development.  For the past five years she has worked as VP/Director of Sales & Marketing for Pacific Union Homes in the Bay Area and Bright Homes in the Central Valley.  Deborah has extensive experience managing the marketing and branding for sustainable /green building for public and private builders in Northern California.
As Corporate Sales Manager for Build It Green, Deborah will harness her extensive sales and marketing knowledge and contacts in the home building industry to lead our efforts in Sponsorship and GreenPoint Rated New Home Sales.
Deborah has a BA in Social Psychology from the University of Massachusetts and an Associate Degree in Interior Design from the Colorado Institute of Art.  Additionally, Deborah is a California Licensed Real Estate Broker.

Contact Name:

  Michelle Noriega

Contact Phone:


Contact Fax:

  (213) 213-1972

Contact Email:



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