New Book Predicts Major Growth in Green Buildings


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 %%MDASSML%% architects, engineers, developers, product vendors and construction professionals %%MDASSML%% 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.

For more information go to

Product of the Year
Consulting-Specifying Engineer's Product of the Year (POY) contest is the premier award for new products in the HVAC, fire, electrical, and...
40 Under Forty: Get Recognized
Consulting-Specifying Engineer magazine is dedicated to encouraging and recognizing the most talented young individuals...
MEP Giants Program
The MEP Giants program lists the top mechanical, electrical, plumbing, and fire protection engineering firms in the United States.
October 2018
Approaches to building engineering, 2018 Commissioning Giants, integrated project delivery, improving construction efficiency, an IPD primer, collaborative projects, NFPA 13 sprinkler systems.
September 2018
Power boiler control, Product of the Year, power generation,and integration and interoperability
August 2018
MEP Giants, lighting designs, circuit protection, ventilation systems, and more
Data Centers: Impacts of Climate and Cooling Technology
This course focuses on climate analysis, appropriateness of cooling system selection, and combining cooling systems.
Safety First: Arc Flash 101
This course will help identify and reveal electrical hazards and identify the solutions to implementing and maintaining a safe work environment.
Critical Power: Hospital Electrical Systems
This course explains how maintaining power and communication systems through emergency power-generation systems is critical.
Data Center Design
Data centers, data closets, edge and cloud computing, co-location facilities, and similar topics are among the fastest-changing in the industry.
click me