This paper studies the home building industry in a period of decline and questions whether the introduction of green homes could bring competitive advantage to a major home builder. It approaches the subject from both strategic planning and marketing perspectives. The paper reviews the existing literature on strategy and the marketing of innovation and green products. It also reviews the existing home building market and concludes that there is no major home builder in the green homes space. It therefore proposes that it is time for a major home builder to jump into the almost virgin space. The research that this study did reveals that most Americans will prefer a green home, especially if the cost is not too different from that of conventional homes, and if the homes do not sacrifice any of the existing facilities in conventional homes in pursuit of sustainability. The paper holds that it should be easy for any of the major home builders to enter the green homes market, and help move green homes from a niche market to the mass marketplace, while making profits at a time of industry decline. The paper concludes with suggestions for future research, and an argument that while sustainable housing could provide a strategic advantage to a home builder, it is also good for the environment – a case of doing good while doing well.