Hi there,
I just saw an interesting article about Green Architecture and let me tell you, if you do focus on green design you need to read this article. If you want to get more clients, you should read it as well. Be sure to read it without your architect’s hat, but with your prospect’s shoes to fully benefit from it.
The reason I say it’s a great one is because it really shows you what your prospects think and feel about Green Architecture. Yes, there are many people out there that are interested in making the jump, but the reality that they will need to face are well explained in the article.
Even more important, this article gives you a list of what you need to explain to your propects to be able to convince them that this is good for them.
Here are some highlights;
- Could have been cheaper. This is a big one and reason why most people are afraid of going green. You need to remove this barrier first before you can get a new project.
- Pricey “eco-consultant” with fraudulent claims. Again, you need to put this barrier down first.
- More than 100 certification programs. Heck! I was not even aware that there are so many!!! Don’t want to burst your bubble, but the reason there are a lot is because they make money with those certificates…they wouldn’t be there otherwise.
- Hire an architect you like. This is good press for architects!
- She wouldn’t recommend getting the project certified by USGBC. Why? It’s likely to add $10,000. Good reason if you ask me!
As you can see, those are real concerns why people are not willing to just go green because you, Mr. Architect believe in it. The big concern is how much more will it be to go Green. You better be ready to explain that it does not have to be more expensive and that it can actually save them money in the long run. Keep in mind, it’s not because you are convinced of this that your prospects are.
Read this article, and put together a report to share with your prospects on your website to help them understand the benefits they will get for it. If you just tell them that this is what you do because you know it’s better…well, it’s the same as saying that you only serve sushi in your restaurant because there’s nothing better for your customer…not the best way to get new projects.
One more thing for you guys that are all Green, several months ago I was talking about another article called ‘Green Seems a Pale Magazine Theme’. The article was about a research that showed that out of 21 magazines using a ‘Green Cover’, 52% had fewer readers than the average issue of that magazine over the last year. Outch!
Just between you and me, if you position yourself as being ‘just’ a green architect, you might want to think twice about this strategy and be more open to what your potential prospects are really looking for. Why close some doors when your goal is to help as many people as possible?
I’m not saying that you should not do Green Architecture, I’m saying that you need to be ready to tell your prospects the benefits they will get from it AND from you!
Here’s the link where you can find this article, enjoy!
http://www.usatoday.com/LIFE/usaedition/2010-04-22-green10things_ST_U.htm?csp=34
To your success
Christian
PS. If you’re not following me on Twitter, Facebook and on Linkedin, you’re missing some good freebie mojo! You just need to follow the links on my homepage of my website at www.ArchitectProfits.com
