How to Market the "G-Factor"?

Marketing the “G-Factor” to residents is easy but it requires a disciplined and consistent message.  The following are some simple strategies that can be employed in any multifamily building regardless of size:

Educate Your Sales Team

Whether you outsource your sales efforts or handle it internally, it is important that your sales team be thoroughly educated on all of the green elements of your multifamily building.  This involves a complete understanding not only what energy efficient measures have been implemented in your building (common areas as well as the individual units) but how these measures make the building more green versus a traditional multifamily complex.  In addition, it is important that your sales team explain how these energy efficient measures translates into economic savings for the residents.  The sales team usually represents an interested public’s first interaction with your multifamily building so it is critical that they present themselves as not only professional but also deeply knowledgeable about the virtues of your multifamily building.  This helps to reinforce the image that you are sincere and committed to energy efficiency in your multifamily building.

Social Media for MultiFamily Building

Another important technique to market the “G-Factor” is through social media such as a Facebook page, internal community website or other type of online forum. From advertising what types of energy efficient measures the building either has (or will have) to providing educational resources about green living, a social forum is a simple yet effective way to take the pulse of your residents and keep them informed of improvements within their community.  And having a social forum that encourages resident involvement and invites feedback helps to promote a sense of community and allows residents to feel that they have some ownership in the operation of the community.  And leveraged with other periodic live social events, a social forum can help you continually improve your building and retain residents for the long term.

Clearly Convey Benefits of “G-Factor” in All Marketing Materials

Equally important to how and when you display your “G-Factor” message is what you actually say.  In all of your marketing and sales materials, make sure you emphasize the following core elements of going green and energy efficiency:

• Higher quality products and materials. Most energy efficient/green building products and materials were designed and developed to operate more effectively and to be of a higher quality than traditional building products.
• Greater durability and less maintenance. Implementing energy efficient/green building practices promotes use of products and materials that are not only high quality but also last longer and require less maintenance than traditional building  products.  As a result, these products don’t need to be replaces as much and put impact other natural resources and landfills much less.
• Lower utility bills and increased comfort. Energy efficiency upgrades can lower your energy bills while continuing to provide you with all the comfort and convenience you are used to with traditional multifamily buildings.
• Public Health. Energy efficient and green products and construction practices do not contain toxic chemicals or other pollutants that may harm you or your home.
• Environmental Health. Since energy efficient/green building products are not made with toxic chemicals or pollutants, they are much less harmful to the environment and in the aggregate they are less taxing on the environment due to clean/efficient nature.

Other Information Sources on Marketing the “G-Factor”

For other great ideas on how to market the “G-Factor” and your multifamily community, visit MultifamilyPro or attend the Multifamily Brainstorming Sessions which is one of the leading seminars in country for all things multifamily.