By Stephen Ashkin

No one has to tell building owners and operators about the competitive nature of the real estate market. Sure, "location, location, location" goes a long way, but what if you’re strategically located next to another great building? How, then, do you differentiate your building to attract new tenants?

What, too, can you do to increase the level of satisfaction among all building occupants, including existing tenants and employees, in the case of an owner occupied building?

Green cleaning is a strategy that helps your facility stand out from the pack. At its most basic, green cleaning involves improving customer service. It entails reducing environmental impact from the products, procedures and equipment used to keep a building clean. But more important, green cleaning can eliminate the contaminants that negatively impact people’s health and performance, as well as the operation of sensitive equipment, such as computers. But, if you don’t tell customers what you’re doing for them, how will they ever know?

Many facilities have begun to address these issues. Says George Lohnes, vice president of marketing for UNICCO Integrated Facilities Services: "We are beginning to work with many building owners who are experimenting with communications programs to let their tenants know about the objectives and the benefits of green building management. One of the more significant communications programs for building owners is centered around their sales process."

"They are now including green issues in their sales presentations as a means of differentiating their properties and bringing added value to their relationships with prospective tenants," Lohnes adds. The first step in a green cleaning marketing campaign is to communicate your message in a positive manner. Green cleaning is a value-added service you provide because you care about people, you care about the environment and you care about a customer’s bottom-line productivity. Green cleaning also is based on cutting-edge technologies and products that have become more readily available.

At all costs, avoid suggesting that green cleaning is a "solution" to existing problems or to a previous cleaning strategy that was harmful to building occupants.

The next step involves selecting methods of communication. Include information about your green cleaning campaign on your external Web site, or in brochures mailed to prospective tenants. Encourage the facilities department to submit articles to your organization newsletter or internal Web site about the use of backpack-style vacuums that improve suction and provide better filtration, or microfiber dusting cloths that hold onto more dirt and dust, or entry mats that collect dust and prevent it from being spread throughout the building — or green cleaning chemicals that reduce risks to both health and the environment.

A more subtle but highly effective method of communication is through information stickers. For example, we recently worked with the World Bank to introduce recycled content paper towels in its facilities. Because the client was concerned about how occupants would perceive the change, we developed a sticker placed on all towel dispensers stating that each year, 4.5 billion pounds of toilet tissue and paper towels are used in bathrooms and that by switching to recycled-content paper, users were helping save 25 million to 50 million trees.

People want to know that they are making a difference and the "wow!" factor can go a long way in making a telling point. Announce Major Cleaning Events The third step is to be proactive in your communication. Most facility staffs undergo major cleaning events, such as stripping floors on a quarterly or yearly basis. And, chances are that any activity that building occupants can smell, hear, or see is going to be a point of concern. Prior to the start of such work, send a memo to building occupants or post a notice in your cafeteria or break rooms informing building occupants of the work that is scheduled to begin. This also is your opportunity to educate tenants about green cleaning products used in the process. Be sure to include a phone number for people to call with any questions or concerns.

Being proactive also means encouraging building occupants to call regarding housekeeping concerns, such as a lack of toilet paper or paper towels in the restrooms, or even a spilled cup of coffee on the conference room carpet. After all, it’s less expensive and less hazardous environmentally to clean up a spill when it’s wet versus when it’s dry and has become a stain.

In the end, most tenants aren’t going to seek out green cleaning as a lease requirement for moving into a new building. But, it can be a selling point that swings a deal in your favor. Wouldn’t you rather be taking down your "for lease" sign than watching a new tenant move in next door?