Jerry Yudelson – Marketing Green Building Services

Marketing Green Building Services

Strategies for Success

By: Jerry Yudelson

Publisher: Architectural Press (2007)

Pages: 313

Format: Ebook (PDF)

Description

Marketing Green Building Services: Strategies for Success presents all the information key decision-makers need to respond to the fast-growing market for green buildings, design and construction services and products. Completely updated, revised and expanded from the authors previous works, this book is the one resource you need to succeed in the green building marketplace.

With a sound grounding in contemporary marketing theory and practice, the book assembles hard-to-find information to assist executives and partners in design and construction firms in crafting competitive strategies that build on their firm strengths, while shoring up their weaknesses. Since most design and construction firms specialize in particular market sectors, the book systematically examines the important market segments for green buildings. It also presents key business case justifications for green buildings that help architects, engineers and builders to understand client motivations and respond to them with appropriate marketing tactics and communications strategies.

The book examines how the green building market is adopting certain new products and design approaches, information that will help manufacturers and product sales teams to craft appropriate marketing strategies. The book also helps owners and developers understand the green building business case and to find out what other leading-edge firms and projects have learned – how to market and sell green buildings and green developments in a highly competitive marketplace.

Key Features

• Find out how leading-edge firms market and sell green buildings
• Develop strategies for success in this fast growing, constantly changing and highly competitive marketplace
• Learn how to understand client motivations and respond to them with appropriate marketing tactics and communications strategies

Contents

Preface and Acknowledgments xv
Purpose of this book xv
Organization of this book xv
Summary xvi

Foreword xix

Introduction xxiii
The future of green buildings xxiii
Social and cultural change xxiv
Technological changes xxiv
Economic changes xxv
Political and legal changes xxv
Industry practices xxv
Certification programs xxvi
The marketing dilemma xxvi

Part 1: The Green Building Market 1

1 What is a Green Building? 3
Green building characteristics 3
The LEED rating systems 7
Other green building rating systems 13
Typical green building measures 13
The case for high-performance buildings 14
Drivers of green building market growth 18
Barriers to green building market growth 23

2 Today’s Green Building Market 26
Green building market leaders 26
Green building market surveys 30
LEED project trends in 2007 30
Current market impact of green buildings 34
LEED rating system use 44
Use of certifi cation programs for green building projects 44

3 The Business Case for Green Buildings 52
Incentives and impediments to green buildings 52
Benefi ts that build a business case 54
Who benefits? 65

4 Costs of Green Buildings 69
High-performance on a budget 70
Cost drivers for green buildings 70
The 2003 cost study for the State of California 71
Davis Langdon cost studies 72
The 2004 General Services Administration Cost Study 74
Soft costs for green building projects 75
The green schools report 76
Using integrated design to reduce costs 76

5 Vertical Markets for Green Buildings 81
Commercial offices 82
Educational buildings 85
Public facilities 94
Healthcare and hospital facilities 97
High-rise housing 98

6 Specialty Markets for Sustainable Design 102
Green commercial interiors 102
Existing building sustainability upgrades 106
Urban planning and design 110
Mixed-use development 113
Greening the retail sector 114
Green hotels and resorts 117
Large public facilities: transportation and sports 119
International markets 121

7 Green Building Technologies 126
Green roofs 126
Demand for specific green building measures in LEED-NC certified projects 126
Energy-efficient technologies 131
Marketing certified wood products for green building projects 135
Marketing solar energy systems 138

8 Experiences of Green Building Marketing 149
Surveys of green building marketing 150
One firm’s approach: Bruner/Cott Architects 154
Case study: SERA Architects, Inc. 155
Recommendations for marketers and practitioners 156
Case study: Thomas Hacker Architects, Inc. 157
A fundamental marketing problem 159
Case study: Turner Construction Company 160

Part 2: Marketing Sustainable Design Services 163

9 Contemporary Marketing Theory and Practice 165
Understanding the “diffusion of innovations” 165
Green buildings as an innovative product 169
Two other ways to understand innovation diffusion 172
Understanding segmentation, targeting, positioning and differentiation 173
Competitive strategy 180
Particular issues for marketing green building services 184

10 Sustainable Design Marketing Tactics 187
Who is using LEED? 188
Roles of building professionals 190
Case study: Green building roles for structural and civil engineers 191
Greening a design fi rm 193
Assessing sustainable design marketing strategy 193
Integrating sustainable design into marketing programs 195
Business development 200
Marketing tactics that work 202
Developing a sustainable design focus 203
Integrating green design and marketing activities 205
Using diffusion theory to focus your marketing efforts 206
Case study: Mithun 207

11 Challenges by Green Marketing Dynamics 210
Marketing requirements for service fi rms 210
Changing the DNA of a design fi rm 214
Changing the DNA of a major construction firm: Swinerton Builders 218
The people problem 221

Part 3: The Future of Green Building Marketing 227

12 Seven Keys to Sustainable Design Marketing 229
The seven keys 230
Marketing as an evolving strategy 239
Understanding the demand for green buildings 239
Designing marketing materials 243
Ensuring client satisfaction after project completion 244

13 The Future of Green Buildings 246
Green building growth rates by market sector 246
Commercial green building growth rates 247
The rapid rise of the green residential sector 249
The larger picture: carbon reduction 250
Continuing barriers to green buildings and green development 251
Future LEED versions 252
Beyond LEED 255

Appendix 1: Green Building Resources 259
Bibliography 259
Conferences 260
Books 260
Periodicals 262
Websites 263
Selected articles 264
Organizations 264

Appendix 2: LEED Rating Systems Comparison 266

Appendix 3: Acronym Reference List 270

Author Biography 272
Index 275

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