3 new improvements in the perception of green building.
The way the green industry is being viewed and implemented has evolved. 3 changes in perceptions that are shaping the green movement are: a more personal aesthetic, more recognition in the real estate industry, and a broader reach into the community. Being familiar with these factors can help you develop your company’s green messaging strategy.
1. Green is looking more natural.
Being on the cutting edge of green technology, doesn’t mean you have to live in a home that resembles a sci-fi set. Today’s green homes look like homes.
Take for example a renovation in Albany, California recently featured on Dwell magazine online and toured by Assistant Editor, Diana Budds. She writes,
“While every design gesture was carefully thought out to maximize its green potential, the home is remarkably comfortable and livable and it doesn’t feel like a theoretical or conceptual exercise—everything just makes sense.”
Marketing these products goes beyond features and benefits to show how the functionality of your building product can make a difference to your customer.
2. Green is getting MLS recognition.
Green features are now being listed on some Multiple Listing Service (MLS) sites. And organizations are dedicating themselves to push forward the trend. Sites such as greenthemls.org, provide resources for those interested in implementing a green initiative for their MLS. Their tool kit provides a recommended process to build a Green MLS, along with case studies and resources from MLS that have already gone green. CMOs should identify if these listings can be valuable to their business.
3. Green is for all.
As green projects continue to pop up in public domains, the benefits reach a wider market. In a recent online article from Metropolis magazine, Avinash Rajagopal covered the Top Ten Green projects of 2011 from the American Institute of Architects (AIA). Rajagopal found a connection between new green builds and community focus in the designs.
He says, ”There is a clear message here: that sustainability is ultimately about people, and need not come at an exorbitant price tag.”
CMOs need to understand how green marketing fits into their overall strategy and what factors are changing the landscape.
Sources and Additional Articles
- Source: Building Green in Albany– Dwell
- Source: Dwell magazine online
- Source: Top Ten Green projects of 2011 from the American Institute of Architects (AIA)
- Why the Building Products Industry Needs to Go Green