How do you communicate the value of green building materials to clients and stakeholders?

1 Know your audience

The first step is to understand who you are talking to and what their needs, preferences, and concerns are. Different types of clients and stakeholders may have different motivations and expectations for green building materials. For example, homeowners may care more about comfort, health, and savings, while developers may focus on marketability, profitability, and compliance. You need to tailor your message and language to suit your audience and highlight the benefits that matter most to them.

2 Use credible sources

To back up your claims and arguments, you need to use credible sources of information and evidence. This can include industry standards, certifications, ratings, or labels that demonstrate the environmental performance and quality of green building materials. For example, you can refer to LEED, Energy Star, Green Seal, or FSC to show that your products meet certain criteria and benchmarks. You can also use case studies, testimonials, or references from previous projects that showcase the results and outcomes of using green building materials.

3 Show the value proposition

Another way to communicate the value of green building materials is to show how they can create a positive return on investment (ROI) for your clients and stakeholders. This means showing how they can reduce costs, increase revenues, or enhance value in the short and long term. For example, you can show how green building materials can lower energy and water bills, reduce maintenance and repair costs, increase property value and resale potential, or attract more tenants and customers.

4 Address the barriers

You may also encounter some barriers or objections from your clients and stakeholders when proposing green building materials. Some of the common ones are the higher upfront cost, the lack of availability or familiarity, or the perceived risk or uncertainty. You need to address these barriers and overcome them with facts, examples, or solutions. For example, you can explain how the higher upfront cost can be offset by the lower lifecycle cost, how you can source or procure green building materials locally or online, or how you can provide warranties or guarantees for your products.

5 Educate and engage

Finally, you need to educate and engage your clients and stakeholders throughout the process of choosing and using green building materials. This means providing them with relevant and timely information, answering their questions and concerns, involving them in the decision-making, and soliciting their feedback and input. You can also use various tools and methods to communicate and interact with them, such as brochures, websites, videos, presentations, workshops, or site visits. By doing so, you can build trust, rapport, and loyalty with your clients and stakeholders and make them more receptive and supportive of your green building materials.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?