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Selling Your Green Project
- 1. You’ve got a Green Building…Now What? Practical Solutions for Selling your Project: to the Public, Tenants & Investors
- 5. Business Case for Sustainability Marketing
- 13. Strategies & Great Ideas
- 14. “ The new stores will feature: wood from sustainably managed forests, products that emit little-to-no VOCs (volatile organic materials), walk-off mats and air filters that trap particles of dirt, dust and pollen for improved indoor air quality, insulated glass with a low-E coating to help keep a balanced, temperate environment, and sensors to control lighting.”
- 17. Visible Green Design Elements
- 20. Corporate Website Public Relations Email Marketing Social Media Branding Materials Advertising Trade Shows Meetings Employee Training
- 21. Green Ribbon Marketing: Credible Clear Compelling
- 22. Contact me for resources: [email_address] 415.274.2714 Questions?
Editor's Notes
- About me: Marketing Director for Capital Pacific SF/Portland 15 agents, consistently ranked as a top US brokerage by RCA based on transactions/sales volume. Platform for selling LEED projects on top of our existing brokerage program Making meaningful connections between developers/investors My passion: grew up in incredibly stereotypical Canadian setting: on lake, Vancouver Island, 6 miles of fresh water, bears in yard. I have passion for green, interested opportunities that commercial real estate presents 3) About you: Want to meet your needs: Retailers? Developers? Brokers? Vendors?
- Greenwashing examples: hurts business: BP (Beyond Petroleum) Since 2007 four consumer lawsuits over greenwashing, recent lawsuit against SC Johnson over self awarded green rating on packaging for Shout/Windex LEED building energy performance over time is currently being scrutinized 2) Be ready to expose your business: Styrofoam cups to your clients? Coldwater Creek is savvy: doing LEED CI, but they don’t flaunt it because of sustainability issues of supply chain/clothing industry. 3) Bad news travels fast online/social networks: Dominos video, Moms’ Facebook campaign gets Brita to start recycling water filters
- Green Buildings make sense: McGraw-Hill Construction that found the value of green building construction is expected to reach $60 billion in 2010, up from $12 billion in 2008. Green building regulations are spreading: if anything, mitigates risk. Stats: 1) McGraw Hill construction 2008 2) Costar Study 3) CBRE / University of San Diego: 2,000 employees in green buildings: net productivity impact of $20.82/employee, and fewer sick days impact = $4.91/employee Transactions still limited, but potential for premiums: 10.9% increase in building value, 6.1% rent ratio increase (McGraw Hill) Bergman Development – some of their LEED buildings appraise 8% higher.
- Achieve ADDITIONAL benefits if you’re strategic about your approach.
- Green = Fad? Trend? Megatrend: that companies ignore at their risk. (Dan Esty, professor environmental law at Yale Law) “ a business mega-trend is something that transforms the competitive landscape, that so changes how businesses operate and what society's expecting from companies that anyone who doesn't pick up the trend is at risk of losing their position in the marketplace.” Green compared to digital revolution & photography – Kodak/Polaroid Understand that people aren’t entirely motivated to “save the world” – often it’s about saving money, healthy living for their families Stats: Earthsense Eco-Insights: 2009, 30,000 people US 2) Landor Associates, Penn Schoen Berland and Burson-Marsteller: 2010 1,000 people US 3) Edelman Worldwide's "goodpurpose Consumer Study: 6,000 people worldwide
- Not just about consumers: Cone Inc. and AMP Insights 2006: 18-25 year olds: 79% surveyed said they want to work for a company that cares about how it affects or contributes to society. Emotional/social engagement. Hines RE Development/Investment company $22.9 billion in assets: investors “increasingly asking about sustainability” shows them that Hines takes “Class A” approach to real estate. Simon – increased energy reporting in part because of stakeholder resolutions. Regulatory climate, mandates – risk of holding inefficient buildings
- Companies can and do influence perception. Left column represents environmental practices/policies & right column represents public perception of sustainability programs. If you’re not selling your efforts, how will your clients/prospects know?
- Think about how you articulate your green building or sustainability program.
- Publix reusable bags was partnership with shoppers. By providing bags, bag keychains, and car window clings, they influenced behavior. (And put their logo in front of consumers on a daily basis) About to reach 1 billion bags, bag counter on website.
- Tommy Linstroth from Melaver (developer of Abercorn Common in Savannah GA, one of the first LEED SC): national tenants now look for LEED, evolving quickly, some care more than others Douglas Wiele (Foothill Development) built Uptown Monterey, first LEED SC in CA: after seeing news articles, communities approaching him about projects.
- Demonstrate to a building owner that you can articulate the benefits of their projects to tenants/investors: you have an opportunity to earn more business.
- Marketing isn’t a department in your company that makes things look pretty. Applies to everything you do. WHO are you talking to? WHAT do you want them to do? WHY should they care?
- Don’t get caught up in the LEED lingo. Think about what your target market actually cares about.
- Sends message that company is working alongside consumer, opportunities for interaction and tracking (polls) Make it tangible: people can’t picture a KWH. Publix landing page says enough energy to power 65,000 homes Even better: enough to power Boca Raton.
- Email from Evergreen Development: simple, authentic, on message, inexpensive. Email marketing is also an opportunity to collect signups for more in-depth e-newsletters / social media engagement.
- Simple & brilliant way to market green initiatives: “Green Chic Design” and visible design elements. NREI article by Kenneth Gruskin
- What do people care about? Walmart hits two markets with ad: green/low prices Green Living Pulse study (Shelton Group, 20,000 people 2009): consistently shows that saving money is key reason for environmental behaviors. Personal health, competition with peers are other drivers.
- Average person is getting thousands of messages a day.
- Consistency across channels is critical. Don’t neglect employee training.
- Window of opportunity to differentiate yourself is now. You know how to get a Green Ribbon. Your marketing is: Credible: because you’re not greenwashing and you’re ready to enter an honest dialogue with your audience Clear: because you identified your business objectives and audiences up front Compelling: because you understand what each audience needs to hear, and where you can reach them
- Mention resources: Media Post, Marketing Green Email Newsletter Harvard Business Review Greenbiz.com / Greener Buildings