Today, more than 5 billion square feet of commercial building space (yes, that’s billion with a “b”) is involved with the Leadership in Energy in Environmental Design (LEED) green building certification system, according to the U.S. Green Building Council (USGBC). LEED has become a sizable phenomenon that continues to grow rapidly; currently, there are almost 20,000 LEED-registered projects across all categories.

Building materials manufacturers have a clear incentive to tap into the LEED building market. Already, they have begun seeking ways to reach the architects, specifiers, developers and builders who influence specification decisions on LEED projects.

To achieve this goal, some manufacturers have discovered a very effective -- and potentially critical -- tool: the product LEED guide. Ideally, a LEED guide blends an overarching marketing message about a product or brand with specific details about a product’s potential contribution to LEED credits. Ultimately, the LEED guide presents a compelling argument to key decision makers for product specification.

But frequently, LEED guides fall short because they lack focus and specificity and fail to incorporate key elements. By understanding LEED and following a handful of critical guidelines outlined below, manufacturers can develop a cost-effective, powerful tool for increased understanding and sales.

Why LEED matters and will continue to grow

By now, most of us realize that LEED has gained considerable influence in the growing marketplace for green building, and the trend points toward future growth. USGBC has more than 19,000 member organizations, including corporations, governmental agencies, nonprofits and others from throughout the industry. Since 2000, USGBC’s membership has more than quadrupled.

That growth stems from not only a growing concern about environmental impact but also from a sound business proposition. LEED-certified buildings offer environmental benefits and healthier spaces for occupants. But these structures can also provide significant bottom-line benefits: higher lease-up rates than similar conventionally built structures, lower operating costs and better return on investment.

So, by creating a LEED guide to demonstrate how a product contributes to the goal of LEED certification, a manufacturer also illustrates how that product bolsters very real environmental and/or economic benefits. A LEED guide can provide manufacturers with a competitive advantage not only for a specific project on the drawing board but also for future projects in which a developer, architect or builder may be involved.

Developing a LEED guide

First, a definition is in order. A LEED guide is not simply a green brochure touting a handful of sustainable features. Rather, it documents specific, measurable attributes that enable architects, specifiers and savvy green builders to make clear, informed decisions about a product. To craft an effective LEED guide, manufacturers should consider the following guidelines:

Adopt a common-sense structure. For new construction, LEED measures how well a building performs across five primary categories: Sustainable Sites, Water Efficiency, Energy and Atmosphere, Materials and Resources, and Indoor Environmental Quality. The LEED guides are typically organized around the five categories -- a common-sense structure that naturally follows the mindset of the guide’s user.

Stay on point, be specific. The USGBC notes that LEED points are awarded on a 100-point scale, and credits are weighted to reflect their potential environmental impacts. A manufacturer’s LEED guide should define clearly which specific points a product may help earn.

For many, this step is a significant undertaking, requiring both an understanding of all possible credits and detailed data on product performance. For example, a product can contribute to points for “low-emitting materials (adhesives and sealants)” under the Indoor Environmental Quality category. But a manufacturer must first gain a clear understanding of dozens of credits and then determine whether a product meets the standard for each.

The USGBC provides details for all points under all categories on its website, which manufacturers can access while compiling data for a LEED guide. To streamline that process, Baublitz created the Environmental Impact Assessment (EIA), a web-based tool using a simple Q/A format that enables a manufacturer to pinpoint contributions to specific LEED credits. Whatever discovery process you ultimately use, it must be accurate and thorough, uncovering all possible product contributions toward LEED.

Focus on your audience. In developing LEED guides, our team often asks a guiding question: “As an architect or specifier, what would I need to know in order to incorporate this material into a project?”

The answers frame the content of the LEED guide; they also influence the language and format of the piece. This underscores another critical point: All information in the guide must be factual and data-driven. Because the audience is highly detail-oriented -- and highly influential-- a content error or vague information can dilute the effectiveness of the guide.

Another key: Be brief. Every reader of your LEED guide will be a busy professional who will appreciate to-the-point information rather than fluff.

Include all relevant information. While the primary focus of a guide should be on the LEED categories, take time to clearly describe your company and your product as well as relevant benefits that may influence a decision. Remember also that the ultimate goal of the guide should be increased use of the product.

If you have a compelling story to tell about energy savings, for example, include more in-depth information on R-values. If other differentiating characteristics set your company or product apart, mention them, but be brief.

Engage in expert review. This is a critical step that should not be ignored. To ensure the validity of a guide, manufacturers should have it professionally reviewed by a LEED AP or other qualified authority. Ultimately, this step will save time and expense over the long run because it enables a manufacturer to avoid errors and to ensure that the document adheres to the most current LEED guidelines.

Produce a professional piece. At this point, you have done a significant amount of research, discovery and review. The value of that effort should be reflected in the final document, which means professional copywriting, editing, design and printing.

Often, a layout by a skilled designer that incorporates user-friendly elements -- for example, an at-a-glance chart of areas for contribution -- can make a LEED guide far more effective. Making information as accessible as possible to users of the guide makes it easier for them to make a decision in favor of your product. Don’t shortchange the hard work in the development phase by settling for a lackluster design. Remember: This document should reflect what sets your product apart.

Putting your LEED guide to work

Before you make your LEED guide available to your key audiences, engage in a training session with your sales force and any other relevant members of your team. Be sure everyone understands the purpose of the guide and the specifics of the LEED points it addresses.

While the development of an effective LEED guide requires effort and focus, it can help manufacturers tap into a significant market. In fact, the overall green building market is likely to more than double to $96 billion-$140 billion by 2013, according to a 2009 study by McGraw Hill Construction. Capturing a share of that market should be a goal of almost any manufacturer.