Affordability is one of the most urgent topics in housing today, but SHAWOOD is asking buyers and builders to look beyond upfront cost alone. In this video, Green Builder Media CEO Sara Gutterman speaks with Roger Gannon, CEO of SHAWOOD for Sekisui House, about how the brand is helping shift the conversation from price per square foot to value per square foot.
Gannon explains that SHAWOOD buyers often arrive with a strong interest in the company’s message, but the full value of a SHAWOOD home becomes clearer through education and experience. From operating costs and durability to safety, resilience, fire resistance, and health inside the home, SHAWOOD's approach is designed to deliver benefits that extend well beyond the day of purchase.
The conversation also explores how today’s homebuyers are increasingly paying attention to the total cost of ownership, including maintenance, utility bills, insurance, and long-term performance. For Gannon, SHAWOOD's goal is to create a holistic living experience that brings lasting value and joy to families over time.