Third party information is always helpful in adding validity to your messaging particularly when the information is technical in nature and can be validated using metrics from a trusted source. Energy Companies, for example, will calculate the anticipated savings of an Energy Efficient unit or building, and give you not only the calculation but the equivalent “marketing facts.” For example, ‘Building A is designed to be 27% more efficient than it’s non-Energy Star peer group, and this is the equivalent of removing 170 cars off the road every year.’

Organizations like the United States Green Building Council, who have developed the rigorous LEED (Leadership in Energy and Environmental Design) rating system, serve the important function of laying out a set of green criteria and then determining to what extent that criteria has been met, culminating with Certified, Silver, Gold or Platinum designations. LEED has become the format followed by most state, local and federal government agencies when allocating incentives, such as fast-track zoning, increased density, or tax credits.

There are five areas of focus for LEED projects.

- Water efficiency
- Energy and atmosphere
- Materials and resources
- Indoor environmental quality
- Innovation and design process

Already there are green mandates or incentives in over 70 municipalities, 12 states (with many more pending) and numerous federal agencies. More will undoubtedly be on the way. As green building continues to gain traction within the industry, we can help with smart marketing tools so that both the developer and the client can benefit.