Case For Green Residential Construction 20091202

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 1758dan.menard@trow.comwww.trow.com