Instead of getting a tan from the California sun these days, builders are getting green. I mean really, really green.

Having just returned from the Pacific Coast Builders Conference (PCBC) in San Francisco, I was blown away by the amount of new technology related to energy efficiency. Whether you call it green, eco-friendly or "socially responsible," it is a way of life in Northern California. And, typically, trends that start in the Golden State tend to move across the country.

The California Energy Commission (CEC) used the event to unveil its New Solar Homes Partnership (NSHP) for builders. According to Jackie Pfannenstiel, chairman of the CEC, the state agency is targeting an initiative at production builders that includes assistance in:

■ Creating targeted marketing for builders for distribution to prospective buyers, with a focus on messages that resonate with consumers.

■ Taking your Web site to the next level in terms of including energy efficiency solutions, with a focus on solar.

■ Forging direct relationships with your local utility providers.

■ Compiling research that you can present to potential buyers and that will help you plan, design and construct solar homes.

Moreover, the group is asking builders to construct their homes at least 15 percent more energy efficient (called Tier I) than the state's energy efficient building code (Title 24) requirements. Any builder who exceeds Title 24 by 35 percent (called Tier II) will be featured on the government Web site.

Those ratings are achieved by calculating a home's combined energy usage for space heating and cooling, water heating and air conditioning. In addition, appliances must be Energy Star-rated. The state has a crew of Certified Energy Plan Examiners who will evaluate builders’ plans and suggest energy alternatives.

"Solar is a draw, even in a down market in California," says Pfannenstiel. "If builders put in solar power … they will sell more homes. New solar homes draw more attention, and builders can guarantee lower energy bills for their buyers."

So what does Pfannenstiel say are the strategies builders need to put in place?

The Prius Effect — Provide the customer with energy information. Studies show that if a person is presented with their energy usage information, they will opt for energy efficient alternatives. It's called "The Prius Effect." Offer them smart meters with smart displays in the home. For most homebuyers, electricity prices are obscure. If they understand what they are using, they will make better decisions.

Appliances — Integrate your homes’ energy efficiency systems with new Energy Star appliances.

Check the Electronics — Pfannenstiel says that a home’s electricity usage was once primarily from appliances, lighting and air conditioning, but the "other" category is growing like crazy, especially from home electronics (like DVRs, plasma TVs and other A/V components).

So, what are you doing to make your homes more energy efficient? Will your next home be solar? Why or why not?