How Retrofit Benefits Your Building Product Marketing

shutterstock_117276403Your customers likely already understand that a green building approach, and meeting LEED standards, will result in high-performance building systems that can yield significant cost savings.

When it comes to greening existing buildings, however, most customers will automatically assume needed improvements will be cost-prohibitive. What those customers don’t realize is that projects requiring retrofits, system upgrades or renovations can be great for business when a “paid-from-savings” approach is taken.

Getting paid from savings

A paid-from-savings approach simply means an organization can use utilize cost savings gained through building improvements to pay for green building retrofit projects.

In fact, payback time for green investments on green retrofit projects is just four years vs. seven years for a new green building, according to McGraw-Hill Construction’s 2013 World Green Building Trends SmartMarket Report. Other benefits to be gained include:

  • Lower operating costs
  • Increased asset value of building
  • Reduced environmental impact
  • Occupant productivity and health improvements

Show, don’t tell

So what are you doing to educate your customers and show them how your products can best meet their green retrofit project needs? Ordinarily, your customers may turn to industry associations to find more information about green trends and product information, but they would welcome an alternate resource for insights gleaned from successful projects.

The 2013 SmartMarket Report also revealed the two most effective ways for companies to get the word out about their products’ green attributes – case studies and lifecycle data.

  • Sharing case studies that demonstrate how your products meet and exceed green industry standards and showcasing your products’ green benefits in a compelling manner are great ways to capture your customers’ attention and earn their trust. Case studies should talk about the challenges and recommendations you made as well as concrete results those customers achieved by using your products thereby proving their effectiveness to other customers.
  • Lifecycle data, when available, reflects the full impact of the product – from its production all the way to installation. The analysis and combination of this data enable you to provide customers with a comprehensive picture of product benefits.

Green retrofit projects address financial, environmental and even social benefits that comprise the “triple bottom line.” Taking the initiative to educate your customers on the business benefits of green retrofit will enable everyone to realize not only the opportunities and paybacks now but also enduring benefits going forward into the future.

Photo credit:  Shutterstock

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