Property Management Prospecting by aya38301

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									Going Green
   An Introduction to Selling
   Green Cleaning Programs



               David R. Holly
               612.605.6651
          DavidHolly@AshkinGroup.com
          www.AshkinGroup.com
Why Do We Clean?
Begin With the End in Mind…

“… surface shall be free of visible dust…”
“… carpets shall be of uniform appearance with no
  visible spots…”
“… horizontal surfaces above 6‟ shall be dusted 3
  times per month…”
“… all tile floors shall be mopped with a
  disinfectant solution each day…”
“… tile floors will be stripped and refinished 2 times
  per year…”
What Value is Placed on Cleaning?
What if We Cleaned Just 25% More?
It‟s a Great Time to Be
Selling Green Cleaning!
Today‟s Agenda
Definitions
Why Green is Growing
What Are You Selling?
Prospecting
Pilot Programs
Where to Go From Here
Q&A
What is Green?

“…products and services
  that reduce the health
  and environmental
  impacts compared to
  similar products and
  services used for the
  same purpose…”
        Executive Order 13101
The Simplest Definition is an
Excellent Working Definition


Green Cleaning
  Cleaning that protects
   health without harming
     the environment.
Green Cleaning is More Than
Changing to a Milder Soap
Green Cleaning is a Complete
Approach to Cleaning
What is Sustainability?
Meeting OUR needs
 today without
 compromising the
 ability of future
 generations to meet
 their OWN needs…
Cleaning, Green Cleaning and
the Triple Bottom Line


Economic Impact
Environmental Impact
Social Impact
The Shades of Green

   Hard      • Social issues – living wage, benefits,
 Adds Cost     advancement, etc.

             • Healthy, high performance cleaning,
               meet needs of vulnerable populations

             • Innovative equipment, micro fiber,
               recycled products, entrance mats,
               greener procedures
   Easy
 No Added    • Certified vacuum cleaners, green
   Cost        chemicals and dispensing equipment
There are Some Misconceptions
About Green Cleaning
However, The Reality of
Green Cleaning is Very Positive
Today‟s Agenda
Why Green is Growing
Why Build Green?




  Selling Price         $250,000   ????

  Construction Cost     $175,000   $177,500

  Utilities / Month     $500       $250

  Maintenance / Month   $20        $30
Why Build Green?




  Selling Price         $500,000          ????

                        New Roof, HVAC,
  Replacements                            $0
                        …

  Utilities / Month     $3000             $1500

  Maintenance / Month   $40               $60
Financial Benefits of Green
                   Category           20-yr NPV ($ per ft2)

  Energy Savings                                              $5.80

  Emissions Savings                                           $1.20

  Water Savings                                               $0.50

  O&M                                                         $8.50

  Productivity and Health Value                    $36.90 - $55.30

  Subtotal                                         $52.90 - $71.30

  Avg. premium for building „Green‟              (-$3.00 to -$5.00)

  Total 20-yr Net Benefit                     $49.00 to $66.30
Business Impact of Green
           Project             Sq. Ft.    Annual          Annual Savings
                                          Savings           per Sq.Ft.



Brengel Technology Center     440,000     $333,000              $0.76

JohnsonDiversey, Inc.         278,000     $137,000              $0.49


National Geographic Society   1,000,000   $600,000              $0.60


CA EPA                        960,000     $950,000              $0.99

Janssen Pharmaceutica         475,000     $70,000               $0.15

Owens Corning                 394,000     $112,965              $0.29

                                                    Source: USGBC case studies
Cleaning Impacts
the Entire Building
Improved occupant health
Improved occupant productivity
  and quality
Improved occupant performance
Reduced complaints
Reduced tenant turnover
Marketing benefits

Improved profitability
The Quality of the Indoor
Environment Impacts Everyone
Green Cleaning Improves
Occupant Health & Productivity
West Bend Mutual Insurance
Cleaning Can Impact a
Student‟s Ability to Learn
If children are sick in class,
   or too ill to attend – how
   will they learn?

If teachers & staff are sick
    during the day, or too sick
    to report – how will they
    teach?
Charles Young
Elementary School
                         Before Restoration 1996   Post Restoration 2000

  Attendance                      89%                      93%
  Student health                                    Infrequent-Normal
  complaints                    Frequent
                                                    Very much reduced

  Math Scores Below
  Basic                           49%                      24%      49%
  Math Scores Basic or
  Above                           51%                      76%

  Reading Scores Below
                                                                    27%
  Basic                           41%                      25%

  Reading Scores Basic
  or Above                        59%                      75%
Green Cleaning Can Improve a
Student‟s Ability to Learn
25% improvement in
  number of students
  meeting or exceeding
  basic levels on math &
  reading tests
Dramatic decreases in
  reported illnesses &
  nurse visits
Dramatic improvements in
  reported attitudes from
  students & staff
Patients & Staff in Health Care
Facilities are Vulnerable to Cleaning
Patients may suffer with
   compromised immune
   systems
Difficult to isolate them from
   the impacts of cleaning
2 Million nosocomial
   infections acquired
   annually
How We Clean Also Impacts
The People Who DO the Cleaning
The Cleaning Industry Has a
Major Impact on the Environment
Today‟s Agenda

What Are You Selling?
Green Certified Chemicals?
Green Seal
Eco Logo
Risk Continuum
Disinfectants
Dispensing Equipment
Green Certified Equipment?
CRI Vacuum Cleaners
CRI Extractors
Burnishers w/ Dust
  Control
Gel Batteries
Ergonomics
Micro Fiber Cloths & Mops?
Dust Removal
Reduce Water Use
Reduce Chemical Use
Re-use 100‟s of Times
Lighter / Ergonomic
The Shades of Green

   Hard      • Social issues – living wage, benefits,
 Adds Cost     advancement, etc.

             • Healthy, high performance cleaning,
               meet needs of vulnerable populations

             • High performance equipment, micro
               fiber, recycled products, entrance
 ANTE          mats, greener procedures
   Easy
 No Added    • Certified vacuum cleaners, green
   Cost        chemicals and dispensing equipment
Raising the Stakes…
Greener Procedures
Green Floor Care
Green Carpet Care
Green Training
Innovative Equipment
Green Operations Manual
Green Site Manual
Supplier Sustainability
Internal Sustainability
   Position…
Green Site Manual
Procedures X
  Frequency X Site
Unique Features
Vulnerable Populations
Training Logs
Equipment Logs
Periodic Review &
  Revisions
Today‟s Agenda

Prospecting
Fish Where the Green Fish Are




LEED Certified or Candidate Buildings
Sustainable Building Industry Council
BOMA Go-Green, Earth & TOBY Award Winners
Major Corporations – Check the Mission Statement
National & Regional Property Management Companies
Finding the Green Fish - USGBC
Members of the US Green
  Building Council & LEED
  Buildings
   – Mission: To promote
     buildings that are
     environmentally
     responsible, profitable, and
     healthy places to live and
     work.
   – “Certifies” green buildings
   – 6,000+ “corporate”
     members
   – 52 Local Chapters
The USGBC – 52 Local Chapters
What is LEED?
Leadership in Energy and
  Environmental Design
Independent Rating System
LEED-NC: New
  Construction
LEED-CI: Commercial
  Interiors
LEED-EB: Existing
  Buildings
LEED-CS: Core & Shell
LEED-Homes
LEED-NC Opportunities
300+ Certified Projects
3000+ Registered Projects
  Feds – GSA, DoD, EPA, USPS, DOI, USDA
  States – NY, MO, PA, CA, WI, WA, OR, NM…
  Cities – NYC, Chicago, LA, Austin, LV, Grand Rapids
  Universities – Duke, Washington, MIT, UM…
  K-12 -- Detroit & Seattle Public Schools…
  Building Owners – Tishman, Hines, CB Rich Ellis…
  Management companies – Cushman & Wakefield…

2,000+ Unregistered Projects
LEED-EB Opportunities
LEED-EB: Existing Buildings
  Launched in 2004
  30+ Certified Projects
  200 Registered Projects

LEED-EB is important to the cleaning industry:
  Operations & Maintenance
  Facility services can offer 13+ points
  40% of basic “certification”
  Points are very economical

Expected to be 100 times bigger than LEED-NC
 LEED-EB V 2.0 Cleaning Points

 Sustainable           Water       Energy &       Materials &   Indoor Enviro     Innovations in
    Sites            Efficiency   Atmosphere      Resources        Quality          Operations

Site & Exterior                                     Cleaning      Cleaning
Management    2   Points                 3 Points   Products       Policy  1 Point
                                                                              LEED     AP
                                                                                   1 Point
                                                  Occupant        Cleaning
                                         3 Points Recycling      Equipment
                                                                           1 Point

       Green            32 - 39 Points                            Entryway
                                                                               1 Point
                                               15 Total           Systems
       Silver           40 - 47 Points          Points              IPM
                                                                   Policy
                                                                               2 Points
       Gold             48 - 63 Points
       Platinum         64 - 85 Points
                                            47%                   Janitorial
                                                                   Closets     1 Point
LEED-EB 2008 Cleaning Points
Sustainable         Water       Energy &        Materials &   Indoor Enviro    Innovations in
   Sites          Efficiency   Atmosphere       Resources        Quality         Operations

  Exterior                                     Waste Stream     Cleaning
Management 1   Point                   1 Point    Audit        Prerequisite
                                                                               LEED       AP
                                                                                    1 Point
   IPM & 1
Landscaping
               Point                   2        Solid
                                            Points Waste
                                               Management
                                                                Custodial 2
                                                              Effectiveness
                                                                              Points

                                             Purchasing         Cleaning
                                       1/2 Point Goods
                                            Durable              Policy    1 Point
    Green           34 - 42 Points
                                                                Cleaning
                                             15.5 Total        Equipment
                                                                         1    Point
    Silver          43 - 50 Points
                                              Points
                                                                Entryway
    Gold            51 - 67 Points                              Systems
                                                                           1 Point
    Platinum        68 - 91 Points
                  V 2008
                                        46%                   Indoor      1
                                                                        IPM   Point
                                                                Cleaning
                                                                Products   3 Points
Selling to a LEED Facility
Demonstrate ability to
  “deliver” points
Products & equipment
Green Cleaning plan /
  manual
APPA standards /
  measurement
IPM / exterior maintenance
Record keeping and
  generating reports
Sustainability committee
Other Organizations / Initiatives

  BOMA‟s Go-Green, Earth and TOBY Award
   Winners
    www.boma.org
  Sustainable Building Industry Council
    www.sbicouncil.org
  Green Building Initiative – Green Globes
    www.thegbi.org/commercial
  Hospitals for a Healthy Environment
    www.h2e-online.org
Other Organizations / Initiatives

  Energy Star
    www.energystar.gov
  Green Hotels Association
    www.greenhotels.com
  Green Restaurant Association
    www.dinegreen.com
Green Seal GS-42 Certification
Green operations manual
Green site manual
Product & equipment
  requirements
Training requirements
IPM / exterior maintenance
Record keeping and
  generating reports
Is Green Seal GS-42 Valuable?
Green Seal marketing
  efforts?
Building specific
Limited to cleaning
Overlap w/ LEED -
  pro or con
Marketing potential?
Different Segments Different Values
Schools: student performance on
  standardized tests & improved
  attendance
Health Care: lower rates of
  nosocomial infections
Commercial Buildings: better
  occupant satisfaction, reduce
  turnover
LEED Buildings: easy and cost
  effective points
Find the Key Drivers
Probe for interest drivers
  Mission Statement
  Public “Face”
  Tenant pressure
  Curiosity
  Health, safety, insurance
  concerns
Match your program
  initiatives to interest
  drivers
Today‟s Agenda
Pilot Programs
Consider a Pilot Project
Make it “easy” to say yes
NOT a test – it‟s a way to
  work out concerns
Set a time line, typically
  between 60 & 90 days
Gain commitment to move
  forward up-front!
Agree on realistic measures
  of success
Use the Pilot to Make the Sale
Initial audit – different than
   typical walk-through!
Review results w/ bldg.
   mgmt.
Implement plan
Communicate progress
Follow-up audit 60-90 days
Review results w/ bldg.
   mgmt.
Expand to complete
   program
Where to Go From Here…
Participate in customer
  sustainability teams
Get Involved
   USGBC Local Chapter
Look for conference exhibit
  & speaking opportunities
Build a more complete
  Green Cleaning program
Re-capping Today‟s Agenda
Definitions
Why Green is Growing
What Are You Selling?
Prospecting
Pilot Programs
Where to Go From Here
Q&A
Thank You!
   An Introduction to Selling
   Green Cleaning Programs



               David R. Holly
               612.605.6651
          DavidHolly@AshkinGroup.com
          www.AshkinGroup.com

								
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