Selling the Green

It's not easy being green.

Just ask Jennifer Languell, whose job it is to convince builders that green-building standards are worth the extra effort.

Languell's firm, Fort Myers-based Trifecta Construction Solutions, is a consulting firm that works with residential and commercial builders and individuals to design energy efficient homes, commercial buildings and communities.

Languell's challenge is that decision-makers often aren't sold on green building standards, and many still aren't even sure what it means. What's more, the collapse of the residential and commercial real estate markets means some building owners can't afford to pay for “green” upgrades.

And there's the ennui over the green movement, which has been spun by every industry in what some derisively call “green washing.” Even as commercial builders embraced a green certification process called Leadership in Energy and Environmental Design, there's now a term for its overuse in marketing: “LEED fatigue.”

Languell says the male-dominated construction industry is often leery of a woman engineer who espouses environmental solutions. Initial meetings can be frosty. “They're already mad,” she laughs.

But in her presentations to them, Languell is blunt from the start: “I'm not a tree hugger,” she tells them.

As a foil, Languell contrasts herself with radical environmentalists who sue to block housing developments without considering the economics. “They make me look normal,” she says.

That's because Languell, who earned a doctorate in civil engineering from the University of Florida, seizes on the financial benefits of green building and doesn't take a moral stand with them on the issue. “We'll reduce your operation and maintenance costs,” she explains.

After obtaining her Ph.D., Languell moved to Fort Myers in 2001 to assist The Bonita Bay Group in developing standards for the first certified “green” community called Verandah. “The pitch was: No one else is doing this,” she says.

That started the green-building rush in the area and in 2003 Languell formed Trifecta, helping homebuilders certify homes were built to “green” standards such as healthy building materials, energy efficient appliances, native vegetation and lower water consumption.

For some builders, marketing was the only benefit of green building. “If they did it just to pimp it, they're no longer here,” Languell says.

But the homebuilding collapse forced Languell to shift the focus of her company. “People went bankrupt and didn't pay us,” she says. While she declines to share financial results for competitive reasons, she Languell says business fell 20%.

Government and owner-occupied buildings are now her main target market. That's because contractors are now required to build government buildings to green specifications. Meanwhile, many corporations realize the cost savings of energy efficient buildings.

“The biggest challenge now is it's not reproducible,” Languell explains. That's because certification of homes could be done on a scale of volume. Not so for one-of-a-kind commercial structures.

And multi-tenant buildings for the private sector remain a tough sell because the landlords don't realize the energy savings because tenants usually pay utilities. What's more, the collapse in rents doesn't leave much money for landlords to make improvements. “There's just too much space out there,” Languell says.

There's competition too, often from much-larger engineering firms such as CH2M Hill who often tend to charge less money but don't provide the same level of service, she says. Languell says she charges by the project, not by the square-foot. “I ballpark it and hope the clients aren't needy,” she laughs. “It all seems to work out.”

Languell now travels frequently all over the country and overseas. She estimates she delivers about 100 lectures a year on the subject of green building. These speaking engagements attract corporate and government clients who recognize her as an expert on green building.

They also serve as a way to find the environmental champions in corporate America and “sustainability managers” in government agencies. These advocates can be the people who help Languell navigate the office politics of getting green-building projects approved.

She's had some unusual requests from individuals too as a result of her public speaking. For example, AOL Founder Steve Case hired Trifecta to suggest ways to make his 100-acre farm in Maryland energy independent. “His kids wanted it,” she says.