[...]... techniques and creative use of financial and regulatory incentives Today’s Green Building Market Table 2-3 Growth of LEED Registered Projects by Area, 200 3-2 005 17 18 Marketing Green Buildings For the past 10 years, in ever increasing numbers, we have begun to see development of commercial structures for owner-built, built-to-suit and speculative purposes, using green- building techniques and technologies... marketplace This book raises and attempts to answer several key questions: How is green building marketing similar to all other types of professional service marketing, and how is it remarkably different? What available tools and techniques from conventional marketing can we use to greater effect in marketing green buildings? What is in fact the size of the market for green buildings? How can we estimate... building and looks at the theories of “diffusion of innovations” that have characterized many similar innovative marketing efforts around the world 4 Marketing Green Buildings • Chapter Eleven deals with the practical issues of selling green buildings and green- building services • Chapter Twelve addresses specific issues with marketing sustainable real estate developments, including single-family residential,... standards posted for California by the Collaborative for High Performance Schools (CHPS, 2004), standards which have also been adopted for schools by the State of Washington Similar standards are evolving in the health care industry, as exemplified by the Green Guidelines for HealthCare” (see Chapter 7) All of these ratings systems are “point-based” and focus primarily on the building itself and the environmental... first five-plus years of existence, through September 20052 Many private, for- profit building owners have used LEED to evaluate their buildings and to implement policies for sustainability and corporate social responsibility, e.g., American Honda Motor Company’s LEED Gold building in Gresham, Oregon, and the Toyota North American campus 6 Marketing Green Buildings in Torrance, California A small handful... more in a low-interest-rate economy Marketing benefits might also accrue to LEED-rated green buildings, if they become the standard measure of value for commercial and institutional construction Such buildings might be easier to lease or rent fully, or they might command higher rents or lease rates At this time, there is little marketplace evidence that this is the case (see Chapters 11 and 12) If it... adoption of green building approaches are perceived higher costs (70% of all respondents cited this issue), lack of awareness regarding benefits (63%) and lack of interest in life-cycle cost assessment (53%), owing to short-term budget considerations 14 Marketing Green Buildings LEED PROJECT TRENDS IN 2004 Tables 2-2 , 2-3 and 2-4 show the growth of LEED-registered projects between July of 2003 and August... OF GREEN BUILDINGS Read the forecasts in chapter 4 as well as chapter 18 FINDING RESOURCES FOR FURTHER STUDY Read the footnotes and chapter references, as well as the appendix SETTING BUSINESS STRATEGY FOR YOUR FIRM Read chapters 6, 9 and 10, as well as the forecasts in chapters 4 and 19 UNDERSTANDING THE GROWTH AND MARKET ACCEPTANCE OF THE LEED GREEN BUILDING RATING SYSTEM Read chapters 2, 3, 4 and. .. Understanding Green Buildings What are people talking about when they speak of Green buildings or “high-performance” buildings? Typically, such buildings are measured against “code” buildings, in other words, structures that qualify for a building permit, but don’t go beyond the minimum requirements Additionally, such buildings are often measured according to a system such as the Advanced Building™ guidelines... BUSINESS INTEREST IN GREEN OR “HIGH-PERFORMANCE” BUILDINGS Owners and developers of commercial and institutional buildings across North America are discovering that it’s often possible to have “champagne on a beer budget” by building high-performance buildings on conventional budgets Many developers, building owners and facility managers are advancing the state of the art in commercial buildings through . i Marketing Green Buildings: Guide for Engineering, Construction and Architecture This page intentionally left blank iii Marketing Green Buildings: Guide for Engineering, Construction and Architecture Jerry. Cataloging-in-Publication Data Yudelson, Jerry. Marketing green buildings: guide for engineering, construc- tion, and architecture/ Jerry Yudelson. p. cm. Includes bibliographical references and. index. ISBN 0-8 817 3-5 2 8-0 (print) ISBN 0-8 817 3-5 2 9-9 (electronic) 1. Green marketing. 2. Sustainable buildings Marketing. 3. Architectural services marketing. 4. Architects and builders Certifi