CA has Title 24, which mandates net zero for new homes, so that is the long term focus.
Check out the home we just completed for $145K, looks great, great performance and very comfortable. It's just hard to do at scale with out a bit of a war chest.
As you know, blowing foam, sealing leaks, upgrading HVAC, and good windows will run most folks close to $60-$100k to upgrade. That will still leave it fairly leaky, have an un-insulated foundation and be an older structure. Wish there was an easier solution to upgrading existing homes, but that is a tough business.
I don't believe in local stick build kits for your business. Every customer is going to consider the total cost of labor for your houses. I don't know if it's possible, but I hope you consider partnering with a modular home builder with an existing sales network. Clayton Homes or whatever. Then you only need to build to one standard (Fed DOT... I could be wrong though, never looked into the regulations too deeply) and you can leverage their sales and financing force.
https://www.fortis.edu/blog/skilled-trades/wasted-attic-heat...
I wonder about the option of scavenging heat in the attic during the winter into the rest of the house (through filters) or if it's just a waste of effort.
PCM's (phase change materials) might work better in this application. However, air tightness and a consistent insulation layer is best.
The challenge I've had is keeping the house warm in the winter where internal temps will drop down to the 50s without the heater on. During the summer, I rarely have to turn on the AC even when it's a 100+ day so there's plenty of insulation. I suspect much of the heat loss is due to the giant windows that I have even though they are double pane.
You can get 80% of the way there by blowing foam into the walls, sealing leaks, investing in good windows, and making sure your HVAC system is appropriately sized and used only when needed.
Disclaimer: I used to work on this: http://ecomod.unm.edu/ so I might be somewhat cynical.