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Market Impacts of Green Building Labeling UC Berkeley December 2, 2009

Market Impacts of Green Building Labeling UC Berkeley December 2, 2009. Doug Gatlin Vice President, Market Development U.S. Green Building Council. What Does a Building Label Do?. Inform Motivate Educate. Barriers to Green Performance in Commercial Real Estate. The Broader Context:

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Market Impacts of Green Building Labeling UC Berkeley December 2, 2009

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  1. Market Impacts of Green Building Labeling UC Berkeley December 2, 2009 Doug Gatlin Vice President, Market Development U.S. Green Building Council Test

  2. What Does a Building Label Do?

  3. Inform • Motivate • Educate

  4. Barriers to Green Performance in Commercial Real Estate • The Broader Context: • Lack of standardization • Relatively few sales transactions • Localized industry – mostly small firms • Leasing structures – perverse incentives

  5. How to Overcome Persistent Barriers? • Elements of comprehensive approach: • Standard Method for Assessing Performance • Credible Set of Implementation Guidelines • Training and Credentialing of Experts • Public Recognition/Disclosure

  6. How Not to Do It Hospitality Sector • One Industry • 20 Brands • 160 Green Labels

  7. Building Labeling: Two Main Approaches • Asset Rating (Design Characteristics) • Operational Rating (Actual Performance) • LEED Uses Both

  8. Awareness into Action Performance Criteria + Brand Recognition = Market Adoption

  9. Familiarity with LEED National Real Estate Investor 2009 Green Building Survey

  10. LEED Market Uptake Year over year Registrations through September 2009

  11. Year over Year Growth through September 2009

  12. EB vs. NC Growth Comparison • More EB projects registered at the end of the 2.5 year period despite starting at a lower position • EB crossed 1B GSF after 28 versus 47 months for NC.

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