Building green and selling green in tough economic times might sound counter-intuitive, but the reality is it's not.  A recent survey conducted by National Real Estate Investor in partnership with the U.S. Green Building Council showed that sustainability in commercial real estate is growing in leaps and bounds. 

More than 88% of developers and 86% of corporate executive say they consider green design to be as or more important than it was before the current economic slump.  In fact, LEED certified projects showed an impressive 47% increase over the previous 12 month period.  These buildings represent 273 million sq. ft. of new construction and major renovation on commercial and institutional properties, up from 133 million sq. ft. the previous year.  Another 25,608 properties totaling approximately 6.3 billion sq. ft. are currently registered with the LEED system, up from 1.3 billion sq. ft. last year.

The reason for these green spikes is much more personal than planetary.  Green can be a major selling point to investors and tenants alike.  These initiatives not only offer significant and measurable savings in terms of energy usage, but contribute to the health and well being of the people who live and work in your project.  Healthier materials, paints, finishes, carpets, cleaning supplies and increased natural lighting make contributions that are becoming more accepted, more desired and more understood each day.  Healthier surroundings contribute to greater well being, less sick days and therefore greater productivity of those who will spend a majority of their time inside what you build. 

There is no question that green is the way to go, the question really is how robust your communication of all that will be to your investor, purchaser or tenant base.  Of all the green things you may be considering building into your project, green messaging might be the most important one of all.  After all, one of the keys to selling is educating.  So much of the green message has focused on what's in it for the planet that people often forget it's just as important to focus on what's in it for the potential purchaser or renter.  Remember that green is not just a physical thing; it's also a state of mind.  It's the place where value can be added in a very measurable sense. 

Be sure not to make the mistake of assuming that just saying you're green is communicating your message.  Put your green communications in human terms.  Tell your customer base why you're going green and what that's going to do for them.  Of course talk about tax credits and energy savings but also talk about how your green initiatives help control the one environment we can exercise the most control over: The one we live in or work in each day.  Talk about the added value thinking green has brought to your current project or the ones you've created in the past.  And remember that people don't want to live in or invest in a laboratory, but want aesthetics along with everything else.

Recently an ultra green residence was built in the town I live in.  It was loaded with green features: solar panels that tracked the sun, a zero energy loss envelope, no paint or carpet, water reclamation systems, etc.  The list went on and on. Unfortunately they forgot one thing, the wow factor. For $2 million people want something that's not only efficient but stunning. And that's what was left out.   Instead of natural stone, granite or marble floors they went with ceramic tile.  Instead of finding ways to maximize the heat output of stylish, architectural fireplaces they went with highly efficient wood stoves. That equals lots of heat but no fire.  It all looked good on paper but not as good in the living room.

The point of marketing green or building green is to take all the available technology and make it human, accessible and above all beautiful. Remember that green means alive, vibrant and healthy.  Make your communications reflect that in every way.  Don't just go earth tone and tell me you're saving the planet or quote Kermit the Frog and say ‘it’s easy being green.’  The market and peoples understanding of the green message has progressed far beyond that. Or you'll be talking to yourself and not to me.

Irv Weinberg is a principal at Mind Over Markets www.mindovermarkets.com , a marketing and communications company specializing in green marketing.  He is also the author of the Green Marketing Blog www.greenmarketingblog.com and can be reached at (505) 989 - 4004.