Page 344 - The Green Building Bottom Line The Real Cost of Sustainable Building

322 CHAPTER 10

already exists well before it is actually constructed. They want to talk about the var-
ious green features they have specified, the level of LEED certification it is likely to
garner, the potential social programs they have planned to tie into the overall proj-
ect. The short and skinny on this is simple: Don’t talk about it until it’s a done deal.

RULE 3: AVOID ME, TOO! SYNDROME
Marketing, in general, is about distinguishing your brand from others. Green market-
ing, in particular, is about articulating not only how your product or service is different,
but why. Green claims are popping up everywhere, and it’s tempting to raise your hand
and say, “Me, too!” Instead, take the time and care to conduct the branding exercises
described earlier in this chapter, align your message with your mission, and you’ll
avoid coming off as a “Me, too!” when it comes to being green. The unique attributes
you assign to your brand will help you distinguish your message in your public rela-
tions program as well as in your advertising. A complex twist on this caveat, however,
is the fact that mission-driven companies such as Melaver, Inc. are actively encourag-
ing others to get on board with the sustainability movement. Real estate is, after all,
local, and green companies in one locale find strong synergies with one another in help-
ing with the general category build of green development. The key here, I think, is two-
fold: First, celebrate the work of erstwhile competitors—since the attitude is that you
are in different markets by and large, and even if you are not, you are pursuing the same
overall goals of reduced consumption and waste. Second, accentuate the particular
nature of your own sustainable orientation and stay true to that vision.

How and When to Use

Public Relations

A public relations strategy should be a part of your organization’s business plan, not just
a tool to employ every time you sign a new tenant or have a grand opening (although
those are great times to use PR). When developed proactively and in sync with your mar-
keting and advertising plan, public relations can create goodwill that will help you build
incremental awareness for your company and your projects, enhance your reputation in
the business community, promote a cause or issue, and attract good employees or poten-
tial partners. You might consider letting your targets know when you:

■ Hire a new employee.
■ Sign a new deal, lease, or tenant.
■ Acquire new property, particularly if you have green aspirations for a convention-
ally developed property.
■ Achieve LEED certification for a project.