GREEN MARKETING
JUNE 2, 2009
DETROIT
Presented by: Tracy Koe Wick
Neumann/Smith Architecture
www.neumannsmith.com
HOW TO SUCCESSFULLY MARKET
YOUR NEXT GREEN FACILITY

Green marketing in the real estate world
involves attracting end user...
THE STATE OF GREEN BUILDING IN MICHIGAN




    120.0
    100.0
     80.0
     60.0                    Gold
     40.0
    ...
THE STATE OF GREEN BUILDING IN MICHIGAN



          Percentage of Total Certified
               Projects Midwest
       ...
PROJECTED ANNUAL GROWTH RATES FOR
GREEN BUILDINGS



   Projected Annual Growth Rate for Green Buildings by
              ...
TOP 6 MOTIVATIONS FOR GREEN BUILDING


Government or Corporate Mandates
TOP 6 MOTIVATIONS FOR GREEN BUILDING


To Differentiate Built Products
TOP 6 MOTIVATIONS FOR GREEN BUILDING


To Do the „Right Thing‟
TOP 6 MOTIVATIONS FOR GREEN BUILDING


To Serve an Unmet Need
TOP 6 MOTIVATIONS FOR GREEN BUILDING


For Public Relations Benefits
TOP 6 MOTIVATIONS FOR GREEN BUILDING


Direct Financial Return
WHO BENEFITS?


Benefits are unequally distributed between those who pay for the project and
those who utilize the facilit...
601 Forest
 Case Study
CASE STUDY: WHO WILL BENEFIT?




601 Forest, Ann Arbor ∂ Green Urban Living

‘A retail and residential development with t...
601 FOREST / WHO BENEFITS


Definition of Community
 Neighbors who live or own property in
  adjacent area
 Employees wh...
601 FOREST / WHO BENEFITS


Benefits to the Community
 The development responds to the City‟s
  request for downtown dens...
601 FOREST / WHO BENEFITS


How do Neighbors & the Community Benefit?
 Improved retail options
 Parking solutions
 Neig...
601 FOREST / WHO BENEFITS


How will the Businesses Benefit?
 Increased residential density with high
  disposable income...
WHO SEEKS GREEN FACILITIES?


Early Adopters are Key
 Private-sector buyer or owner is innovator
 Institutional or gover...
TOP TEN INDUSTRIES BUYING OR LEASING
GREEN FACILITIES

       Green Space (Leased & Purchased)
        Law               ...
ENVIRONMENTAL CONSUMERISM


Consumers are joined by core societal value -
a quest to preserve the earth and the health of
...
“Lifestyles of Health
 and Sustainability
      (LoHAS)”
LOHAS


Lifestyles of Health & Sustainability
www.lohas.com
 $209 billion U.S. marketplace for goods and
  services focus...
LOHAS


LOHAS Market Sectors
 6 Sectors Representing $209.3 Billion Annually
                              Estimated US M...
LOHAS


 The LOHAS market is unified by values
 Holistic worldview
 Mind-Body-Spirit connection
 Personal Fulfillment ...
WINNING GREEN MARKETING STRATEGIES


 Websites
  • Collect customer information online
  • Online (paperless) forms
  • I...
WINNING GREEN MARKETING STRATEGIES



 Communications
  • Webinars
  • Teleconferences
  • Email
  • Website posts to RSS...
WINNING GREEN MARKETING STRATEGIES



 Media/Publications
  • Use online banner advertising
  • E-blast circulation
  • E...
WINNING GREEN MARKETING STRATEGIES



 Internet
  • Pay per click
  • Cross links
  • Forums
  • Blogs           www.neum...
WINNING GREEN MARKETING STRATEGIES



 Printing
  • Respect the
    environment. Print
    Responsibly.
  • Use recycled ...
WINNING GREEN MARKETING STRATEGIES



 Charitable Partnerships

 Social media
  • Groups
  • Conversations
  • Community
Questions
?
WINNING GREEN MARKETING STRATEGIES



 Product Design
  • Engage a qualified LEED design team
  • Let architecture work F...
AAA of Michigan
    Case Study
Tracy Koe Wick
    LEED AP, MUP


tkwick@neumannsmith.co
           m
 www.neumannsmith.com
      248-352-8310
How To Successfully Market Your Next Green Facility
How To Successfully Market Your Next Green Facility
How To Successfully Market Your Next Green Facility
How To Successfully Market Your Next Green Facility
How To Successfully Market Your Next Green Facility
How To Successfully Market Your Next Green Facility
How To Successfully Market Your Next Green Facility
How To Successfully Market Your Next Green Facility
How To Successfully Market Your Next Green Facility
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How To Successfully Market Your Next Green Facility

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Green marketing in the real estate world involves attracting end users, investors and target consumer groups to sustainable facilities. The LEED process ensures that a building is sustainable, but what does that mean to consumers? Who is buying and leasing green facilities? What are their hot button issues? This program will help real estate marketers position their high performance facilities for success in the marketplace. Presented by Tracy Koe Wick at Greening the Heartland Conference, Detroit, June 2, 2009

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  • Real estate owners, operators, and developers are adopting environmentally responsible practices: 1) Government or Corporate Mandates2) Unmet Need/To serve a niche3) ‘Do the Right Thing’Receive personal reward from value alignmentTo ‘walk their talk’4) Public Relations BenefitsAttract like-valued employees, and win over like-minded supportersBuild a reputation that can be respectedAid in approval processes / negotiations5) To realize a direct financial returnLower operating costs/To realize long-term operating benefitsReduced energy billsFaster occupancy (reduces market risk)Higher price/SF6) To differentiate their productsAn infinitesimal number of commercial buildings are greenLifetime odds of dying in a heatwave: 1 in 13,761Odds that a randomly selected building in the US is green: 1 in 15,671
  • Real estate owners, operators, and developers are adopting environmentally responsible practices: 1) Government or Corporate Mandates2) Unmet Need/To serve a niche3) ‘Do the Right Thing’Receive personal reward from value alignmentTo ‘walk their talk’4) Public Relations BenefitsAttract like-valued employees, and win over like-minded supportersBuild a reputation that can be respectedAid in approval processes / negotiations5) To realize a direct financial returnLower operating costs/To realize long-term operating benefitsReduced energy billsFaster occupancy (reduces market risk)Higher price/SF6) To differentiate their productsAn infinitesimal number of commercial buildings are greenLifetime odds of dying in a heatwave: 1 in 13,761Odds that a randomly selected building in the US is green: 1 in 15,671
  • Real estate owners, operators, and developers are adopting environmentally responsible practices: 1) Government or Corporate Mandates2) Unmet Need/To serve a niche3) ‘Do the Right Thing’Receive personal reward from value alignmentTo ‘walk their talk’4) Public Relations BenefitsAttract like-valued employees, and win over like-minded supportersBuild a reputation that can be respectedAid in approval processes / negotiations5) To realize a direct financial returnLower operating costs/To realize long-term operating benefitsReduced energy billsFaster occupancy (reduces market risk)Higher price/SF6) To differentiate their productsAn infinitesimal number of commercial buildings are greenLifetime odds of dying in a heatwave: 1 in 13,761Odds that a randomly selected building in the US is green: 1 in 15,671
  • Real estate owners, operators, and developers are adopting environmentally responsible practices: 1) Government or Corporate Mandates2) Unmet Need/To serve a niche3) ‘Do the Right Thing’Receive personal reward from value alignmentTo ‘walk their talk’4) Public Relations BenefitsAttract like-valued employees, and win over like-minded supportersBuild a reputation that can be respectedAid in approval processes / negotiations5) To realize a direct financial returnLower operating costs/To realize long-term operating benefitsReduced energy billsFaster occupancy (reduces market risk)Higher price/SF6) To differentiate their productsAn infinitesimal number of commercial buildings are greenLifetime odds of dying in a heatwave: 1 in 13,761Odds that a randomly selected building in the US is green: 1 in 15,671
  • Real estate owners, operators, and developers are adopting environmentally responsible practices: 1) Government or Corporate Mandates2) Unmet Need/To serve a niche3) ‘Do the Right Thing’Receive personal reward from value alignmentTo ‘walk their talk’4) Public Relations BenefitsAttract like-valued employees, and win over like-minded supportersBuild a reputation that can be respectedAid in approval processes / negotiations5) To realize a direct financial returnLower operating costs/To realize long-term operating benefitsReduced energy billsFaster occupancy (reduces market risk)Higher price/SF6) To differentiate their productsAn infinitesimal number of commercial buildings are greenLifetime odds of dying in a heatwave: 1 in 13,761Odds that a randomly selected building in the US is green: 1 in 15,671
  • Real estate owners, operators, and developers are adopting environmentally responsible practices: 1) Government or Corporate Mandates2) Unmet Need/To serve a niche3) ‘Do the Right Thing’Receive personal reward from value alignmentTo ‘walk their talk’4) Public Relations BenefitsAttract like-valued employees, and win over like-minded supportersBuild a reputation that can be respectedAid in approval processes / negotiations5) To realize a direct financial returnLower operating costs/To realize long-term operating benefitsReduced energy billsFaster occupancy (reduces market risk)Higher price/SF6) To differentiate their productsAn infinitesimal number of commercial buildings are greenLifetime odds of dying in a heatwave: 1 in 13,761Odds that a randomly selected building in the US is green: 1 in 15,671
  • How To Successfully Market Your Next Green Facility

    1. 1. GREEN MARKETING JUNE 2, 2009 DETROIT Presented by: Tracy Koe Wick Neumann/Smith Architecture www.neumannsmith.com
    2. 2. HOW TO SUCCESSFULLY MARKET YOUR NEXT GREEN FACILITY Green marketing in the real estate world involves attracting end users, investors, and target consumer groups to sustainable facilities.
    3. 3. THE STATE OF GREEN BUILDING IN MICHIGAN 120.0 100.0 80.0 60.0 Gold 40.0 Silver 20.0 0.0 Certified www.usgbc.org May 20, 2009
    4. 4. THE STATE OF GREEN BUILDING IN MICHIGAN Percentage of Total Certified Projects Midwest Michigan Illinois Indiana Wisconsin 17% 6% 38% 39% www.usgbc.org May 20, 2009
    5. 5. PROJECTED ANNUAL GROWTH RATES FOR GREEN BUILDINGS Projected Annual Growth Rate for Green Buildings by Market Sector Projected Growth Rate in Green Market Sector Construction Education 65 Government 62 Institutional 54 Office 48 Healthcare 46 Residential 32 Hospitality 22 Retail 20
    6. 6. TOP 6 MOTIVATIONS FOR GREEN BUILDING Government or Corporate Mandates
    7. 7. TOP 6 MOTIVATIONS FOR GREEN BUILDING To Differentiate Built Products
    8. 8. TOP 6 MOTIVATIONS FOR GREEN BUILDING To Do the „Right Thing‟
    9. 9. TOP 6 MOTIVATIONS FOR GREEN BUILDING To Serve an Unmet Need
    10. 10. TOP 6 MOTIVATIONS FOR GREEN BUILDING For Public Relations Benefits
    11. 11. TOP 6 MOTIVATIONS FOR GREEN BUILDING Direct Financial Return
    12. 12. WHO BENEFITS? Benefits are unequally distributed between those who pay for the project and those who utilize the facility.
    13. 13. 601 Forest Case Study
    14. 14. CASE STUDY: WHO WILL BENEFIT? 601 Forest, Ann Arbor ∂ Green Urban Living ‘A retail and residential development with the sophistication and scale necessary to create activity and reenergize the South University area.’
    15. 15. 601 FOREST / WHO BENEFITS Definition of Community  Neighbors who live or own property in adjacent area  Employees who work downtown or at the University  Businesses in the district  University students, professors, and employees  Ann Arbor residents
    16. 16. 601 FOREST / WHO BENEFITS Benefits to the Community  The development responds to the City‟s request for downtown density  The site, proximate to central campus, concentrates students near the University  Architecture melds with surroundings  Job creation  Tax income  Economic development for small businesses  Revitalization of district
    17. 17. 601 FOREST / WHO BENEFITS How do Neighbors & the Community Benefit?  Improved retail options  Parking solutions  Neighborhood improvements/new investment How will Ann Arbor Benefit?  Contaminated site will be cleaned  Infill site will not contribute to sprawl  LEED standards assure efficient water & energy use
    18. 18. 601 FOREST / WHO BENEFITS How will the Businesses Benefit?  Increased residential density with high disposable income  Development will kick start neighborhood revitalization, encouraging others to visit area  Development will attract improved transportation  Development will provide improved parking
    19. 19. WHO SEEKS GREEN FACILITIES? Early Adopters are Key  Private-sector buyer or owner is innovator  Institutional or government-sector buyer is often driven by policy considerations or mandates
    20. 20. TOP TEN INDUSTRIES BUYING OR LEASING GREEN FACILITIES Green Space (Leased & Purchased)  Law 14%  Insurance 10%  Financial 9%  Agricultural/Mining/Utilities 8%  Real Estate 5%  Accounting 5%  Engineers/Architects 4%  Computers 4%  Government 3%  Business Services 3%  Medical 3% CoSTAR Study
    21. 21. ENVIRONMENTAL CONSUMERISM Consumers are joined by core societal value - a quest to preserve the earth and the health of its inhabitants.  Expect product performance, convenience, price, safety  Purchase personal rewards too, such as the prospect of healthier, more fulfilled lives and the power to make the world a better place
    22. 22. “Lifestyles of Health and Sustainability (LoHAS)”
    23. 23. LOHAS Lifestyles of Health & Sustainability www.lohas.com  $209 billion U.S. marketplace for goods and services focused on health, the environment, social justice, personal development and sustainable living.  Approximately 19% percent of the adults in the U.S., or 41 million people, are currently considered LOHAS Consumers.
    24. 24. LOHAS LOHAS Market Sectors  6 Sectors Representing $209.3 Billion Annually Estimated US Market in Billions 0.4 6.1 10.6 24.2 Personal Health 118.0 Green Building 50.0 EcoTourism Natural Lifestyles Alternative Transportation Alternative Energy Green Building $50 Billion Source: Natural Marketing Institute
    25. 25. LOHAS  The LOHAS market is unified by values  Holistic worldview  Mind-Body-Spirit connection  Personal Fulfillment is important  Promote integration of spirituality into mainstream  Support clean energy, recycling  Looking for experiences that enhance well being  Interested in organic, whole foods, spas, social justice, environmentalism, planet preservation
    26. 26. WINNING GREEN MARKETING STRATEGIES  Websites • Collect customer information online • Online (paperless) forms • Integrate video, audio • Consider using a green web hosting service like HostPapa.com  Video
    27. 27. WINNING GREEN MARKETING STRATEGIES  Communications • Webinars • Teleconferences • Email • Website posts to RSS • SMS
    28. 28. WINNING GREEN MARKETING STRATEGIES  Media/Publications • Use online banner advertising • E-blast circulation • Event Sponsorship
    29. 29. WINNING GREEN MARKETING STRATEGIES  Internet • Pay per click • Cross links • Forums • Blogs www.neumannsmith.com
    30. 30. WINNING GREEN MARKETING STRATEGIES  Printing • Respect the environment. Print Responsibly. • Use recycled content paper and vegetable- based inks • Contact a Green Printer, such as www.my1stop.com/green-printing
    31. 31. WINNING GREEN MARKETING STRATEGIES  Charitable Partnerships  Social media • Groups • Conversations • Community
    32. 32. Questions ?
    33. 33. WINNING GREEN MARKETING STRATEGIES  Product Design • Engage a qualified LEED design team • Let architecture work FOR you • Tell your story
    34. 34. AAA of Michigan Case Study
    35. 35. Tracy Koe Wick LEED AP, MUP tkwick@neumannsmith.co m www.neumannsmith.com 248-352-8310

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