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Building Green in a Black and White World-- Chapter 5

The following is an exerpt from the book Building Green in a Black and White World. Section 3; Chapter 5; Part 1; Community Relations

David Ritchey Johnston
January 1, 1900
HousingZone

Community Relations

John Abrams
South Mountain Company, Inc.
Martha’s Vineyard, Massachusetts
(508) 693-4850
www.somoco.com

South Mountain Company is an employee owned design/build firm that does development, architecture, and building. SMC’s work includes custom new homes and renovations, affordable housing and cohousing projects, and occasional commercial and institutional projects.

Building green is a great way to redefine the role of homebuilders in the community. Pressures of growth are creating traffic congestion, crowded schools, and long lines at favorite restaurants, and builders are taking the brunt of the blame. Many people feel that growth is unchecked and that it reduces the quality of life in their communities. Open space, parks, and bike trails are aspects of green building that counter complaints that we are paving over paradise. Addressing environmental issues head-on and demonstrating how green building helps to alleviate environmental problems can take a homebuilder from being the culprit to being a community leader.

The building industry, through green building programs, is one of the few large industries to make a visible effort to reduce the environmental impact of their business. Through building green, community leadership roles are available to builders who want to take a public stand.

John Abrams, president of South Mountain Company, Inc., shares his thoughts on community relations: "We are very active in the community. We don’t advertise. All of our work comes from word of mouth. Our reputation brings in all of our new work. People see we are involved in civic and political work and get to know us. We are active in affordable housing advocacy, renewable energy advocacy, transportation issues, and we are helping to chart a course for a more sustainable island. Five percent of our profits go to local charity. Those who believe in what we do come to us as a result." Although most builders will need to supplement their community relations with other means of reaching prospective buyers, John Abrams’ story reflects how crucial community involvement can be to bringing in new business.

Since protecting the environment is increasingly becoming a core American value, expressing environmental concern translates into popularity in political arenas. As a result, local political leaders often welcome being associated with green builders in order to be in the media spotlight. In Colorado, both the governor and the mayor of Denver have made cameo appearances and public endorsements of the Colorado HBA Built Green Program. By involving political leaders in your promotions, you gain recognition as a credible green builder and as someone dedicated to improving the community. As an old politician once said, "Show me a parade, and I’ll gladly get in front of it!"

Continue to Media Relations

Would you like to purchase this book?

Building Green in a Black and White World
by David Robert Johnston

Also See:

I. Marketing Strategies Introduction

II. Community Relations

III. Media Relations

IV. Brochures

V. Marketing Strategies

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