The objective of this project is to identify key barriers to mainstreaming high performance and net-zero energy homes in Alberta, and uncover opportunities for accelerating market uptake. These homes can be a cornerstone of a future low-carbon economy and yet they continue to be trapped in the demonstration stage attracting only a niche market. A home builder survey and an energy/economic evaluation of a suite of energy efficiency upgrades were performed. Of the potential technical, economic and market barriers explored, the most significant was found to be the lack of visibility of energy efficiency. Yet many upgrades were found to be viable affordable options in the Alberta housing market today. The research concludes that selling energy efficiency requires a compelling value proposition for the homebuyer to make that investment in their home. Recommendations are offered for positive action that can be taken to mobilize market change towards more sustainable homes.