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Becoming a Green Builder posted on Wednesday, 05 November 2008

With rising concerns about “going green” the construction industry is changing rapidly. Words like sustainability, green building, and LEED abound in conversations everywhere. But with the deluge of green building info available it’s easy to feel overwhelmed.

Jim Simcoe, EcoLife Consulting

Jim Simcoe, EcoLife Consulting

First and foremost, green building is Profitable

In essence, when you build green, you build quality. From your initial planning stages and material selection, through project completion, there are numerous opportunities to save money. Also, green building, when done properly, can have shorter lag times and less planning department issues. As a green builder, you compete more on value and less on price. Clients come to you and will pay you more because you are the green building expert. Brain surgeons don't compete on price, they compete on value. So should you.

More clients, more referrals, less competition

When you are one of the few green builders in an area, three things are bound to happen:

1. You will gain more clients. Put simply, there are more clients that want green building elements than there are green builders that can actually deliver.

2. Since you will deliver creative solutions, your clients will refer you more business; everyone wants to brag about the cool green house they just built. If you're the one who built it, they're going to be talking about you.

3. You'll have less competition. With the current market conditions as they are, most builders are struggling to stay in business. That's largely because they compete almost entirely on price and do not incorporate green building. When you're a green builder, you'll have a lot less competition, pure and simple.

You have no choice

With the recent announcement of the California Green Building Standards Codes, you're going to have to go green whether you want to or not. These codes, which are voluntary for now, will become mandatory (in some form) in 2010. In the very near future, people are going to demand that you build green. To stay in business you'll need to be fully versed on all elements of green building.

Becoming green

There are three keys to being a successful green builder. First, you have to incorporate it into your business. Second, you have to able to answer your clients green building questions. Third, you must be able to market yourself as a green builder.

To incorporate green building into your business you must change how you do business from an operational standpoint. If you don’t recycle, don’t account for your carbon footprint, etc. you will lose all credibility with your clients. Your business must practice sustainability if you are to sell yourself as a green builder. Most clients are overwhelmed by green news and green info, so much so that they will be extremely knowledgeable in certain areas, and oblivious in others. They will also look to you for answers. Either way, you must be prepared to answer their questions and their concerns; you must be able to discuss green building from a client’s perspective. Why is it important for them? What are the health benefits, cost savings, materials used, future resale values, and how will it be built? What are the carbon footprint ramifications, etc? If you are able to speak intelligently about green building you will gain their trust and their business.

Being knowledgeable about green building and incorporating sustainable business practices is great, but it will do nothing for your business if you don’t market it correctly. Marketing your green skills is crucial to your success. You need to know who to network with, how to position yourself in the marketplace, and what to say to prospective clients. Without a specific plan you will not be able to market yourself to your full potential. Opportunities abound for builders who pursue green building practices. The construction industry is changing rapidly and moving toward green building. It is no longer just a fad or something for environmentalists – it is here, it is available, and it is profitable.

Posted by bizSanDiego: San Diego Business News