case for green residential construction 20091202
TRANSCRIPT
The Case for Green Residential Construction
create your own reality…
overview
1.who I am
2.green construction is complex
3.green segments
4.aligning segments & technologies
5.Trow
credentials …
consulting engineering
construction
green strategy
… from a 2-person store-front operation in 1957, into one of the top 10 largest Engineering, Consulting and Project Management firms in Canada
buildingsenvironmentgeo-scienceinfrastructure / pipelinesmaterials & quality
Over 3,000 employees
Several thousand projects per year:
19 major acquisitions since 2005
50 Best Managed Companies
Engineering News-Record’s Top 150 Global Design Firms
#6 on Zweig Letter Hot200 List of NA architectural, engineering and environmental firms
overview
1.who I am
2.green construction is complex
3.green segments
4.aligning segments & technologies
5.Trow
EnerQuality Corporation
Energy Efficiency /Green Building Survey
Shelton Group
US green consumer market research
EcoPulse / Green Living Pulse
competing demands
site conditions
design & style
materials & technologie
s
logistics
Homebuyers will never buy green before location, affordability or lifestyle
segments
trends
drivers
Shot gun approach vs. laser focus …
what does green mean to your target customer
overview
1.who I am
2.green construction is complex
3.green segments
4.aligning segments & technologies
5.Trow
three segments:
green urbanites
green families
green down-sizers
green urbanites - characteristics
• young – mid 20s to mid 30’s
• urban• successful• wealthy• idealist• no kids – grown children• committed, willing to pay
a premium• Shops @ whole foods• Convenient entertainment
Vert
ical
Com
munit
ies
green urbanites - drivers
locationconvenience
responsibility
green families - characteristics
• married couple with young children under 16
• sub-urban - production• successful• wealthy• healthy living
commitment• neighbourhoods• shops @ loblaws for
dinner and school lunches
• convenient necessities
Hori
zonta
l C
om
munit
ies
green families - drivers
health & wellbeingwork-life balance
saving the polar bears
green down-sizers - characteristics
• empty nesters• urban or sub-urban• successful• wealthy• experienced• cost conscience• grown children• shops @ specialty
markets• convenient recreation
Support
C
om
munit
ies
green down-sizers - drivers
operating costs
maintenance
pride of ownership
overview
1.who I am
2.green construction is complex
3.green segments
4.aligning segments & technologies
5.Trow
green urbanites
location = mid-town
green urbanites
convenience = in the middle of things
green urbanites
responsibility = retailer
green families
health & wellbeing = hepa filters & hard surfaces
green families
work-life balance = quality time with family
green families
Saving the polar bears = commuter trains
green down-sizers
pride of ownership = xeriscaping
green down-sizers
operating costs = building envelope
green down-sizers
maintenance = tankless hot water
where & why does green fit into residential building?
value.
what green features are important to your homebuyers.
is there interest ?
homebuyers are searching…
… successful green residential construction is about aligning consumer needs with the right green building features and creating a reality that differentiates
Case for green construction
Convert shoppers with green awareness.
… what makes it green & why
… what are my options – what can I get across the street
… what’s the best way to tell the story
overview
1.who I am
2.green construction is complex
3.green segments
4.aligning segments & technologies
5.Trow
carbon management
compliance services
green buildings
integrated waste management
LEED design & certification services
clean and renewable energy
solar initiatives
water & wastewater treatment
wind farm initiatives
sustainability & climate change strategies and roadmaps
low impact development
Understand, Innovate, Partner, Deliver
sustainable development service
questions?
Dan MenardEnvironmental DivisionTrow Associates Inc.T 905 793 9800C 647 296 [email protected]