What Are Our Future Client’s Expectations? 89% are likely to switch brands to support a cause 74% are more likely to pay attention to companies deeply committed to a cause 69% consider a company’s social commitment when deciding where to shop 66% consider a company’s social commitment when recommending products Source: Business Week, 11/06/06 Generation Y
Why Focus on Expectations? ‘ Corporate Culture and Performance’ by John Kotter and James Heskett (2005) Revealed that businesses that focus obsessively on meeting the needs of customers: Revenues increase 4 times faster Job creation is 7 times faster Owner equity grows 12 times faster Profit performance is 750% higher
Where’s the Opportunity? By 2035, 75% of all buildings in the U.S. will be new or renovated to reduce their environmental impact Source: American Institute of Architects
Quantifying Your Performance How do you manage your client’s expectations?
Managing Client Expectations Your understanding of their expectations and values Looking for the second phone call
Managing Client Expectations Be a partner in the process of perfecting the scope of work Integrated Design Process (IDP)
Managing Client Expectations 95% Cost of Ownership 5% Cost of Construction Source: U.S. Federal Facilities Council Technical Report No. 142
Managing Client Expectations Study done by CoStar, 2007 (Miller, Spivey and Florance)
Quantifying Your Performance How do you make ‘exceeding your client’s expectations’ measurable?
Life Cycle Analysis (LCA) An evaluation of the environmental effects of a product or activity holistically, by analyzing the entire life cycle of a particular material, process, product, technology, service or activity Each bulb keeps ½ ton of CO 2 out of the atmosphere
Life Cycle Analysis (LCA) Versus Life Cycle Cost (LCC) Assume 1 unit of water = 748 gallons Assume for commercial users, 1 unit costs $1.48/unit Assume 313,950 gallons saved per year (420 units) Baseline example Use of Present Value/Future Value
Estimated Cost of LEED (Source: USGBC, 2007) City of Boulder, Colorado includes 2% for LEED costs, including commissioning. LEED soft costs, including registration, documentation and commissioning average.8% of construction costs or $1/sq.ft. 1
Marketing How do you brand your firm to be “green”?
Branding Separate your firm from your competitors Hook the Owner on value, not price Price ≠ Cost All brands contain a promise
Branding Where are the marketing opportunities that would allow us to separate ourselves from our competitors?
Branding More than ½ of corporate America will have a Green Policy by 2011 Source: McGraw/Hill Construction
LEED Accreditation LEED-NC examination will terminate in March of 2009. Will maintain the following until then: Three tracks (NC, EB & CI) 2-hour time frame 80 questions Scaled output from 125 to 200 (170 is passing)
LEED Accreditation – How to Prepare LEED Reference Guide Knowledge of LEED credits & requirements Required coordination of project and team How to implement the LEED process Verify, participate and perform technical analysis required for LEED credits
Practice Exam Questions Which of the following are prerequisites for LEED Certification? (Choose 3) A.Erosion & Sedimentation Control B.LEED Accredited Professional C.CFC Reduction in HVAC & R Equipment D.Minimum IAQ Performance E.Ventilation Effectiveness
Certification From LEED Currently, the new examinations for LEED-NC and LEED-EB have not been released EB examination expected in June NC examination expected in August
New LEED Certification Levels LEED Green Associate LEED AP+ LEED Fellow LEED Legacy
LEED Certifications – LEED Green Associate LEED Green Associate “core” testing level do not necessarily have to design and build. The exam tests for basic green building knowledge same across all rating systems. Prerequisites: Must be involved in a sustainable field of work or study Required to acquire 15 hours of continuing education every 2 years $50 maintenance fee every two years.
LEED Certifications – LEED AP+ LEED AP+ Includes “Green Associate” exam and also includes another two-hour exam on one of five specialization areas: Commercial Building Design & Construction (formerly New Construction) Existing Buildings Operation & Maintenance (formerly EB) Commercial Interior Design (formerly CI) Residential Neighborhood Development.
LEED Certifications – LEED AP+ Before you apply to take the LEED AP+ exam, you must prove you worked on a LEED project Producing a letter from an owner or GC attesting your participation Be the person responsible for a LEED credit through LEED online. Required to acquire 15 hours of continuing education every 2 years $50 maintenance fee every two years.
LEED Certifications – LEED Fellow LEED Fellow This accreditation is meant to recognize the most experienced and knowledgeable professionals in the LEED community You must demonstrate contributions to the standards of LEED Participate in a peer review of your project portfolio Other requirements not yet developed
LEED Certifications – Legacy LEED-AP Legacy LEED-AP Applies to the 65,000 current LEED-AP certificants Begins in June 2009 GBCI will give you two years to choose to become a Legacy LEED AP by: sign an ethics policy $50 maintenance fee (waived until 2011) agree to take 30 hours of continuing education every two years No additional tests are required.
Exam Preparation Courses MCAA 2008 workshops on LEED-NC TBA MSCA 2009 workshops on LEED-EB Jan. 26 & 27 - Ft. Lauderdale, FL March 9 - 10 - Scottsdale, AZ May 18 - 19 - Washington, DC Sept. 14 - 15 - Kansas City, MO Registration will open the end of October 2008.
United Association-Green Awareness Certification 20-hour course resulting in “green” certification Emerging concepts Terminology Products Systems
United Association-Green Awareness Certification Course developed by Ferris State University and HVAC Excellence in conjunction with MSCA (http://www.hvacexcellence.org/)http://www.hvacexcellence.org/ Register at www.mcaa.org/msca/education www.mcaa.org/msca/education
Certification from ASHRAE High-performance Building Design Professional (HBDP) is specific to the HVAC industry Unveiled in Salt Lake City in June of 2008 Operation and Performance Management Professional (OPMP) Unveiled in Chicago on Jan. 28, 2009 Commissioning Process Management Professional Certification (CPMP) To launch in Louisville, KY in June, 2009
Future Trends Due to technology and specialization, certifications will become the industry norm LEED Certification will become more specialized and more difficult to obtain ASHRAE will become the industry standard in HVAC certifications