Green Shoots

Don't hate Steve Ellis because he's green.

After all, Ellis might be the co-founder of Sarasota-based MyGreenBuildings, a luxury custom homebuilder, but his brand of green is first and foremost the money kind. In fact, he says he's not the kind of builder “who runs around town putting solar panels on roofs.”

Instead, MyGreenBuildings is actually about precision and efficiency, says Ellis, from planning to design to execution. “Our whole pitch is not about green,” says Ellis. “It's about the performance we can get out of a home.”