The document provides an agenda and status report for a presentation on LEED-Existing Buildings and Benchmark Built's marketing strategy. The presentation covers LEED-EB certification, marketing strategies and opportunities for Benchmark Built's green building and inspection businesses. It also discusses positioning Benchmark Built in the residential and commercial markets with taglines. The document reviews the LEED-EB certification process and challenges, and compares LEED-EB to LEED for New Construction.

1. LEED-Existing Buildings Presentation
…and Benchmark Built Marketing Strategy Status Report
Burnet D. Brown
RNV Ventures
Prepared for Benchmark Built
Thursday, January 29, 2009

2. Agenda and Recap
 LEED-EB O&M Presentation
 Process, Case studies
 Deliverables: Marketing strategies
 Green Building business
 Inspection business
 Marketing opportunity calendar
 LEED certification preparation
 LEED-NC
 LEED-EB O&M
 LEED AP exam preparation presentations
 Sales
 GB residential direct mail piece
 GB commercial direct mail piece
 Follow-up pieces
January 31, 2009 Confidential - Do Not Distribute Burnet-2

3. Recap
 Branding
 YHC Q&A interview and ad
 Taglines
 Communicating with target prospects
 Why build green?
 Why Benchmark Built?
 Bi-monthly mailings
 “Why Build Green? Reason #27”
 Purpose: Educate, Excite, Engage
 Constant Contact newsletter
 Summary and Next Steps
January 31, 2009 Confidential - Do Not Distribute Burnet-3

4. Positioning BenchMark Built, Inc.
 Positioning for…
 Residential market
 Commercial market
 All markets
 Residential…
 Building healthy homes and custom green
buildings for the tri-county area.
 Commercial…
 Building high performance commercial green
buildings for the tri-county area.
January 31, 2009 Confidential - Do Not Distribute Burnet-4

5. Positioning BenchMark Built for “All Markets”
Benchmark Built. For green building.
Benchmark. For green building.
Benchmark, for green building.
Benchmark for green building.
January 31, 2009 Confidential - Do Not Distribute Burnet-5

6. The Urgency of Greening Existing Buildings
January 31, 2009 Confidential - Do Not Distribute Burnet-6

7. “We’re not going to change much very swiftly if
we don’t pay some attention to the legacy stock
we’ve all inherited.”
— Steve Kieran, Architect
Greenbuild 2008 Conference
Boston, MA, Nov 2008
January 31, 2009 Confidential - Do Not Distribute Burnet-7

8. Why existing buildings are a national priority…
 Buildings are the biggest producers of greenhouse gases
 48 percent of the U.S. greenhouse gases are generated from the
commercial-built environment
 Transportation produces only 27 percent.
Buildings contribute 50% to 70% of GHG in urban areas.
 4.9 million existing buildings in the U.S.
 New building projects total just 57,000 (DOE latest data)
 New construction adds only 1% to building stock annually.
 Existing buildings use 25% more energy than new ones.
 20% to 50% energy savings potential in existing buildings.
January 31, 2009 Confidential - Do Not Distribute Burnet-8

9. What is LEED-EB and where does it fit in?
EXISTING BUILDINGS (EB O&M)
NEW CONSTRUCTION (NC)
Commercial Buildings
COMMERCIAL INTERIORS (CI)
CORE AND SHELL (CS)
SCHOOLS, RETAIL, HEALTHCARE
HOMES Residential Buildings
NEIGHBORHOOD DEVELOPMENT (ND) Mixed-Use Developments
January 31, 2009 Confidential - Do Not Distribute Burnet-9

10. Building Lifecycle - Where LEED-EB Fits in…
NEW CONSTRUCTION (NC)
EXISTING BUILDINGS (LEED-EB)
CORE AND SHELL (CS)
OPERATIONS & MAINTENANCE
SCHOOLS, RETAIL, HEALTHCARE
HOMES
NEIGHBORHOOD DEVELOPMENT (ND)
COMMERCIAL INTERIORS (CI)
BUILDING LIFECYCLE
DESIGN CONSTRUCTION OPERATIONS
January 31, 2009 Confidential - Do Not Distribute Burnet-10

11. What is LEED-EB? Key points…
 LEED-EB applies to 1) whole buildings and to 2) facility management
polices and measured performance procedures. It addresses:
 Cleaning and maintenance issues (chemicals used in cleaning and O&M),
 Recycling programs,
 Exterior maintenance programs,
 System retrofits and upgrades.
 Building Operators and Maintenance team can implement LEED® EB.
 It does not require a design team.
 Certification is based upon actual operating performance…
 …Not just design expectations.
 USP to prospect.
 “Here’s a way to drive down your costs and increase your net income while
increasing occupant productivity.”
January 31, 2009 Confidential - Do Not Distribute Burnet-11

12. LEED Rating Category Descriptions
For existing buildings seeking LEED certification for the first time.
Or for projects previously LEED certified under LEED-NC or LEED-CS.
EXISTING BUILDINGS (EB O&M)  Focuses on a) cleaning and maintenance (chemicals used), b) recycling programs,
c) exterior maintenance programs and d) systems upgrades.
New construction and major renovation projects. Commercial and institutional.
NEW CONSTRUCTION (NC)  For office buildings, high-rise residential buildings, government buildings,
recreational facilities, manufacturing plants, and laboratories.
HOMES Eight (8) categories instead of six (6). High-performance green homes.
COMMERCIAL INTERIORS (CI) Tenant improvement market for commercial properties.
CORE AND SHELL (CS) Building structure, building envelope and the HVAC system.
SCHOOLS, RETAIL, HEALTHCARE
Design and build neighborhoods to reduce urban sprawl, protect threatened species,
NEIGHBORHOOD DEVELOPMENT (ND) encourage healthy living and promote smart growth.
January 31, 2009 Confidential - Do Not Distribute Burnet-12

13. What is the goal of LEED-EB?
“To maximize operational efficiency while
minimizing environmental impacts.”
January 31, 2009 Confidential - Do Not Distribute Burnet-13

14. What does that mean for your customer?
 Greater energy efficiency and water efficiency
 Lower monthly utility bills
 Lower landscaping costs, less upkeep and maintenance required
 Lower operating costs
 Lower tenant costs (selling point to attract tenants)
 Superior indoor air quality (another selling point)
 Lower employee absenteeism in green buildings
 Superior lighting
 Higher employee productivity in green buildings
 Higher rents (or greater price point flexibility)
 Faster lease-up rates
 Higher occupancy rates and higher retention rates
 Security hedge against volatile energy price spikes
 Higher net income (Higher rents plus lower operating costs!)
 Better loan terms. Easier to finance.
 Higher resale value
January 31, 2009 Confidential - Do Not Distribute Burnet-14

15. LEED-EB and LEED-NC Point Comparison
Category Sustainable Water Energy and Materials and Indoor Innovation
Sites Efficiency Atmosphere Resources Environmental in Design Total
Quality (Optional)
LEED-NC 14 5 17 13 15 5 69
LEED-EB 14 5 16 23 22 5 85
LEED-EB O&M 12 10 30 14 19 7 92
January 31, 2009 Confidential - Do Not Distribute Burnet-15

16. What does LEED-EB mean for your customer?
 Competitive advantage
 Enables builders of existing properties to gain competitive
positioning in markets…
 Where there are new LEED-NC buildings being introduced or
 Where they are competing against non-green properties.
 Good press.
 One almost sure way to get your name in the news…
 Disproportionate media attention is now seen being given to
green stories and achievements
January 31, 2009 Confidential - Do Not Distribute Burnet-16

17. History of LEED-EB
 January 2002. The pilot version of LEED-EB launched in January 2002.
 October 2004. LEED-EB Version 2.0, which made mostly minor changes
to clarify the requirements, is launched.
 2006. USGBC begins a major overhaul of the LEED-EB rating system.
 January 2008. LEED-EB Operations & Maintenance (LEED-EB O&M)
launched.
 September 1, 2008. Beginning September 1, 2008, all projects
registering for LEED for Existing Buildings were required do so under the
new LEED for Existing Buildings: Operations & Maintenance version.
 October 2008. Milestone of 2,000 projects registered for LEED-EB,
including more than 700 just since the launch of LEED-EB O&M.
January 31, 2009 Confidential - Do Not Distribute Burnet-17

18. January 2008 LEED-EB Changes
 Commissioning. Dropped the prerequisite requiring commissioning.
 Added six optional points for commissioning instead.
 Energy. Requires an energy audit and building systems management plan.
 Water and Energy. Increased the value of strategies related to water and energy.
 Boosted points for water efficiency from 5 out of 85 points to 10 out of 92 points.
 Increased energy points from 23 to 30.
 Energy Star. Strengthened the energy-performance prerequisite so that all
certified buildings must achieve an Energy Star score of 69 or higher.
 Building Performance. LEED-EB O&M requires that project teams extrapolate a
building’s annual performance based on a full year of data.
 …as opposed to only 3 months of energy data under the old LEED-EB
 Prerequisites. Reduced the number of prerequisites
 Removed a prerequisite related to erosion on construction sites.
January 31, 2009 Confidential - Do Not Distribute Burnet-18

19. LEED-EB Evolution
January 31, 2009 Confidential - Do Not Distribute Burnet-19

20. Challenges of LEED-EB
 No dedicated funding mechanism.
 Unlike new buildings which have dedicated funding.
 No single individual like the architect in LEED-
NC to make the case and drive the process.
 Many individuals are involved (Cleaning
companies, property managers, people who
maintain the mechanical system, people who
replace the light bulbs, etc.)
January 31, 2009 Confidential - Do Not Distribute Burnet-20

21. Comparison of LEED-NC and EB O&M
LEED-NC (New Construction) LEED-EB (Existing Buildings)
 Construction of buildings  Operation of buildings.
 A one shot deal.  Ongoing
 One time certification.  Recertification every 5 years
 Or every year (as a best practice).
 Certification awarded only  Certification awarded only
after construction is after 12 months of data post-
completed. occupancy.
 Same six (6) categories.  Same six (6) categories.
 Focus on new construction.  Focus on increasing the
efficiency and sustainability of
a building’s O&M.
January 31, 2009 Confidential - Do Not Distribute Burnet-21

22. January 31, 2009 Confidential - Do Not Distribute Burnet-22

23. A close-up of (Sustainable Sites) the previous page…
January 31, 2009 Confidential - Do Not Distribute Burnet-23

24. Example of a “live” SS checklist
January 31, 2009 Confidential - Do Not Distribute Burnet-24

25. LEED-EB Process
 Assemble team
 Building or facilities manager
 Purchasing manager
 Waste hauler
 Green cleaning manager
 Facilities wrench-turners
 … and others as appropriate (next slide)
 Perform gap analysis.
 Assess the building’s current practices relative to the
LEED-EB requirements.
 Start early and focus on the prerequisites.
 Says those who have already gone through the process.
January 31, 2009 Confidential - Do Not Distribute Burnet-25

26. Building Owner(s)
Architect Project Manager
Landscape Architect & Facilities Manager
Site Planner
Interior Designer Building Users
Electrical Engineer Energy Consultant
Commissioning Agent Purchasing Manager
Construction Contractor Waste hauler
& Inspector
Mechanical Engineer Green Cleaning Manager
Facilities
Wrench-Turners
January 31, 2009 Burnet-26

27. Conventional Process Green Building Process
 Designed to meet minimum  Designed to meet optimized
code standards environmental and efficiency
performance standards.
 Specifications established to
meet performance and  Specifications established to
quality standards. meet expanded quality and
performance standards.
 Construction is administered
to verify and document  Documentation and 3rd
compliance. party verification for
construction and operational
compliance.
January 31, 2009 Confidential - Do Not Distribute Burnet-27

28. Steps to LEED-EB Certification
1 Establish baseline. Establish a benchmark of
the existing site.
2 Identify proposed changes and the benefits
expected by implementing the changes.
Evaluate ROI.
3 Implement the changes.
4 Measure, validate and submit
building performance data
resulting from the changes. Recertification
every 5 years
5 Certify building
January 31, 2009 Confidential - Do Not Distribute Burnet-28

29. LEED-EB Process - Time Investment Required to Certify
Full year of building performance Best practice is to
15 to 21 months… data required for LEED-EB O&M recertify annually
January 31, 2009 Confidential - Do Not Distribute Burnet-29

30. On the other hand…
 Staff size. It depends on the size of your dedicated staff.
 …and how much that staff can focus on LEED
 Previous page’s chart. 15 to 21 months.
 Getty Art Center. 5 months (before EB O&M in play).
 Staff put a lot of other responsibilities on hold to focus on the
Getty Center’s first certification.
 Went for LEED-EB Basic certification followed by LEED Silver
 Chose to minimize capital improvements.
 Armstrong World Industries. 1 year (also before EB O&M)
 Went for Platinum LEED-EB.
 Elected to minimize capital improvements.
January 31, 2009 Confidential - Do Not Distribute Burnet-30

31. On the other hand (continued)…
 …Some projects will take even longer
 18 to 30 months (1.5 to 2.5 years) or longer.
 Required for projects that need more significant work like greater capital
improvements.
 Key areas requiring significant chunks of time include:
 Thoroughly identifying the problems
 Implementing solutions to problems
 Tracking the performance of those solutions
 The future.
 Time investment required will increase.
 LEED-EB O&M requires that project teams extrapolate a building’s annual
performance based on a full year of data…
 …rather than on only three months of energy data under the old version.
January 31, 2009 Confidential - Do Not Distribute Burnet-31

32. LEED-EB Strategies
 Go for the easiest credits first
 Recycling waste
 Green cleaning
 Purchasing (EPP) environmentally preferable products
 Different strategies for different organizations
 Getty Art Center. Go for “Basic” LEED certification first
 Evaluate, then move up the certification ladder progressively.
 Getty later received Silver Certification
 First project to earn LEED-EB rating
 Adobe Towers (Adobe Systems). Go for a high level of certification
from the get-go.
January 31, 2009 Confidential - Do Not Distribute Burnet-32

33. LEED-EB Cost Reduction Strategies
 Cookie cutter strategy
 Apply the same approved LEED procedures and policies to
multiple-buildings.
 Campus-wide. Buildings under the same management.
 USGBC Portfolio Program
 Allows building owners to submit documentation just once
for requirements, such as:
 Purchasing policies that are consistent among all of their
buildings.
 CB Ellis is currently using this approach for 100 buildings
January 31, 2009 Confidential - Do Not Distribute Burnet-33

34. Lessons Learned for LEED-EB
 Involve key people.
 Refer to Slides 25 and 26.
 Involve several people, including, at a minimum, the purchasing manager, the
waste hauler, the green cleaning manager, and the facilities wrench-turners, as
well as the facilities manager.
 Be prepared with information.
 Start the process with a lot of information already assembled.
 Stay on top of tracking.
 Even after the first LEED-EB certification is completed, facilities teams should
continue the tracking they implemented during the first performance period.
 Continuous improvement. Continuously look for ways to improve.
 Incorporate a continuous improvement component into the planning and
management process.
 Use tracking systems to providing ongoing monitoring, evaluation, feedback
and improvement.
January 31, 2009 Confidential - Do Not Distribute Burnet-34

35. Lessons Learned for LEED-EB (Continued)
 Tracking. Monitoring. Measuring. Monitor
performance.
 Assign goals to specific individuals.
 Goal setting.
 Set goals and get collective buy-in to those goals.
 Present first cut goals, distribute them for comment, make
revisions then publish and distribute.
 Accountability.
 Assign goals to specific individuals.
 Tie the pay of facilities’ team members to LEED-EB
performance.” This creates incentives to compile data and
track it so that it’s easier to pull all the data together when
the time comes.
January 31, 2009 Confidential - Do Not Distribute Burnet-35

36. January 31, 2009 Confidential - Do Not Distribute Burnet-36