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You’ve got a Green Building…Now What?
Practical Solutions for Selling your Project: to the Public, Tenants & Investors
Marketing Green BuildingInitiatives:
• NO Greenwashing• Be ready to expose all
aspects of business• Bad news travels fast
Business Impact of Green Building:
• 13.6% decrease in operating cost
• 5% higher occupancy for green buildings vs. traditional buildings
• Improved occupant productivity, fewer sick days
Business Case for Sustainability Marketing
Green is Mainstream
•77% participate in some level of green attitudes/behaviors
•70% willing to pay premium for products from socially responsible companies
•57% say a brand has earned their business because of support for social/environmental cause
Not Just Consumers
•79% of millennials want to work for company that cares about how it affects or contributes to society
•Hines Real Estate/Development: investors “increasingly asking” about sustainability”
Marketing Goals
Retailers
• Build Brand
• Customer Loyalty
• Drive Sales
• Attract Employees
Developer/Owner
• Attract/Retain Tenants
• Command Premiums
• Build Brand
• Project Approvals
Leasing/Sales Brokers
• Attract New Prospects
• Do More Business
• Build Brand
Strategies & Great Ideas
“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.”
Visible
Green
Design Elements
• Make it personal
• Keep it simple
• Make it tangible
• Segment
• Measure
Messaging Ideas
Walmart TV Commercial
Know The Channels
Corporate WebsitePublic RelationsEmail MarketingSocial MediaBranding MaterialsAdvertisingTrade ShowsMeetingsEmployee Training
Green Ribbon Marketing: Credible Clear Compelling
