LEED Professionals Add Value to Building Products Marketing

101HIf IKEA’s chief sustainability officer Steve Howard is to be believed, we need to “go all-in on selling sustainability.” It’s not enough to just talk the talk—being knowledgeable about sustainability and selling this to your customers. It’s also about walking the walk—making it an intrinsic part of your organization by ensuring that credentialed LEED professionals are key members of the team.

Green or sustainable design has become the standard in building, and its growth will only continue. Reports from the McGraw-Hill Construction’s Outlook 2014 Executive Conference reveal that in 2013, 44 percent of all U.S. non-residential projects were green. In 2014, it’s projected that nearly 50 percent will be green building projects.

Projects aiming for LEED certification require a certain level of expertise, particularly when it comes to materials and products used, which means the demand for LEED professionals will grow along with it. To stay competitive—and relevant—to the building products industry, it’s now more important than ever to have LEED accredited professionals in your organization.

LEED expertise as a credentialed professional is one of the most sought after skills. The U.S. Green Building Council reports that in a study of U.S. job postings, the demand for LEED accredited professional (LEED AP) and LEED Green Associate credentials grew 46 percent over a one-year period. Since LEED is quickly becoming the gold standard, these are the leaders in your organization who will help advance the industry, continue educating customers and keep your business and brand relevant.

Here are the top five ways having LEED credentialed professionals in your organization benefits the business:

Business growth. Having this knowledge base within your manufacturing business adds to the bottom line. According to the 2013 Dodge Construction Green Outlook, nearly 70 percent of firm execs said having a green credentialed workforce enabled them to grow their green business.

Relevancy and competitiveness are baked in. These professionals help drive business value. With required continuing education and staying current on the latest in sustainability, LEED professionals have a greater understanding of customers’ needs and are better able to help your organization address them over time. They also serve as sustainability ambassadors who can relay the importance of this concept to internal clients and stakeholders.

Credibility increases. By having LEED credentialed professionals in your organization, you will be seen as a go-to source for LEED knowledge and expertise.

Transparency and authenticity demonstrated. Organizations that invest in their employees by supporting them as LEED credentialed professionals or work closely with marketing professionals who have these credentials show a commitment to sustainability as a companywide priority and to well-trained employees to meet the changing needs of the marketplace.

Expertise is proven. The LEED program is standards-based. Having access to a demonstrated knowledge of the LEED rating system and green building practices means your organization can help customers achieve their LEED goals. These credentialed professionals can offer suggestions on ways your customers can earn credits without incurring additional costs and identify opportunities for savings in other areas.

Consider credentialed LEED professionals in your organization as key value-added components of your business and a smart investment in the future of your enterprise.

Photo credit:  http://www.gratisography.com/

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