A conventional wood frame can take almost twice as long to build. Given steel's technical and environmental advantages, steelmakers must do a better job of marketing themselves to homebuyers, builders, architects, and government officials at both the local and national levels, said Crawford, who was also the Sustainable Steel Conference's chairman. Now that the industry has proven it can build sustainable steel houses, the next challenge is to build entire sustainable communities. The steel industry must think long-term and be willing to break into the residential market in any way possible, Winter said. Pick the markets that are appropriate for steel.
Some people are leery about purchasing a home framed entirely with steel.
In those cases, steelmakers should try to sell steel for the garage or interior walls, Winter said. The industry also must first attack easy targets for steel such as the West Coast, where earthquakes have spurred demand for a more durable construction material. Urban areas with strong fire codes also offer the industry a unique opportunity. Construction training is another important area that steel-related companies must tackle, Winter said. The steel industry must teach contractors and subcontractors about the nuances of steel construction.