How To Successfully Market Your Next Green Facility
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GREEN MARKETING JUNE 2, 2009 DETROIT Presented by: Tracy Koe Wick Neumann/Smith Architecture www.neumannsmith.com
description
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
Transcript of How To Successfully Market Your Next Green Facility
GREEN MARKETINGJUNE 2, 2009 DETROITPresented by: Tracy Koe WickNeumann/Smith Architecturewww.neumannsmith.com
Green marketing in the real estate world involves attracting end users, investors, and target consumer groups to sustainable facilities.
HOW TO SUCCESSFULLY MARKET YOUR NEXT GREEN FACILITY
THE STATE OF GREEN BUILDING IN MICHIGAN
Michi
gan
Illin
ois
Indi
ana
Wisco
nsin
0.020.040.060.080.0
100.0120.0
GoldSilverCertified
www.usgbc.orgMay 20, 2009
THE STATE OF GREEN BUILDING IN MICHIGAN
38%
39%
6%
17%
Percentage of Total Certified Projects Midwest
Michigan IllinoisIndiana Wisconsin
www.usgbc.orgMay 20, 2009
PROJECTED ANNUAL GROWTH RATES FOR GREEN BUILDINGS
Projected Annual Growth Rate for Green Buildings by Market Sector
Market SectorProjected Growth Rate in Green Construction
Education 65Government 62Institutional 54Office 48Healthcare 46Residential 32Hospitality 22Retail 20
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 facility.
601 Forest
Case Study
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.’
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
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
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
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
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
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
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
“Lifestyles of Health and Sustainability
(LoHAS)”
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.
LOHAS
LOHAS Market Sectors 6 Sectors Representing $209.3 Billion Annually
118.050.0
24.210.6
6.10.4
Estimated US Market in Billions
Personal HealthGreen BuildingEcoTourismNatural LifestylesAlternative TransportationAlternative Energy
Source: Natural Marketing Institute
Green Building $50 Billion
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
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
WINNING GREEN MARKETING STRATEGIES
Communications Webinars Teleconferences Email Website posts to RSS SMS
WINNING GREEN MARKETING STRATEGIES
Media/Publications Use online banner advertising E-blast circulation Event Sponsorship
WINNING GREEN MARKETING STRATEGIES
Internet Pay per click Cross links Forums Blogs www.neumannsmith.com
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
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 FOR you Tell your story
AAA of Michigan
Case Study
