New Book Predicts Major Growth in Green Buildings

By Consulting Specifying Engineer Staff November 15, 2004

A major new book on marketing green buildings predicts that the number of LEED-registered buildings will grow more than five-fold over the next five years. Author Jerry Yudelson, P.E., chair of the steering committee for this year’s Greenbuild conference in Portland, Ore., predicts that the total number of LEED registered projects will grow from about 1,760 at the end of 2004 to nearly 10,000 at the end of 2009.

“I’ve used classical models of adoption of new technologies to make this prediction,” says Yudelson, “and I’m confident that green building growth will follow these models.”

The Insider’s Guide to Marketing Green Buildings is based on the last seven years of Yudelson’s experience. Nearly 200 pages, it contains more than 50 charts, graphs, project photos, figures and tables, charting the past growth and future direction of the green building industry. There are numerous case studies of successful marketing by professional service firms, product manufacturers, contractors and developers, but Yudelson is candid about the obstacles facing future growth of this industry.

“The primary issue is upfront cost,” he says. “Based on numerous surveys, we know that the building industry is very sensitive to initial cost.” What’s unique about this book, he feels, is that it brings contemporary marketing theory and practice together with green building professional practice, and it gives data, tools, techniques, strategies and practical examples, designed to encourage more successful marketing of green buildings, developments and products by industry professionals.

“This book was written for practitioners such as me — architects, engineers, developers, product vendors and construction professionals — out there on the front lines of the green building revolution. There are thousands of us out there, trying to transform the building industry into a more environmentally responsible activity, and we’re doing it literally one presentation, one meeting, one design, one project, one product at a time,” noted Yudelson.

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