Viewpoints
As 2024 draws to a close, I find myself reflecting on some of the most interesting conversations I’ve had that enlightened my thinking and broadened my perspective on multifamily communities.
By: Valerie M. Sargent, Broadband Communities
In my contracted role as host for season three of the “Open Door” podcast by Cox Communities, I have been privileged to have many insightful conversations about trends and technologies in the multifamily industry, discovering several great tips and tools that our audience here at Broadband Communities can utilize.
One of my favorite discussions for the year was entitled “Sustainability in Multifamily: Securing Value and Reducing Risks.” I sat down with Chris Laughman, Greystar’s senior director of energy and sustainability, and Kelly Williams, Vice President of Environmental Sustainability at Cox Enterprises.
I learned so much about what is expected of companies and communities regarding sustainability.
As I reflected on our conversation, I have some key takeaways to share with our readers. In an era where sustainability is no longer a choice but a necessity, the multifamily housing industry finds itself uniquely positioned to make an impactful difference.
The insights I gleaned from their expert words of wisdom offer a roadmap for integrating sustainable practices into multifamily communities while also fostering resident engagement. Our conversation emphasized actionable strategies that resonate not only with property management companies and owners, but with the residents themselves.
The role of data: A foundation for progress
Chris made it clear: Data is the cornerstone of any successful sustainability initiative.
“If you don’t know how much water you’re using, you have no idea how much water you’re wasting,” he explained.
Measurement and baseline assessments are essential starting points for identifying inefficiencies and tracking progress.
Simple steps, such as monitoring utility bills or installing sensors for real-time data, can reveal patterns and irregularities in energy and water usage. These smart home technology insights empower property managers to implement cost-effective solutions, from adjusting irrigation systems to addressing potential leaks before they escalate.
Chris also highlighted the value of tools like ENERGY STAR’s Treasure Hunts, which encourage maintenance teams to identify low-cost or no-cost opportunities for improvement. Whether it is ensuring sprinklers don’t water the sidewalk or turning off lights in unoccupied spaces, these “small wins” can have a significant cumulative effect.
Engaging residents: What’s in it for them?
For sustainability initiatives to thrive, resident engagement is key. Kelly stressed the importance of adopting a “what’s in it for me?” approach to appeal to residents’ personal motivations. Things like highlighting reduced energy bills, improved wellness through LED lighting, or the convenience of low-maintenance features all demonstrate tangible benefits that can foster buy-in.
Storytelling also plays a pivotal role in bridging the gap between initiatives and resident participation. Kelly shared an example where signage promotes Energy Star certification (indicating that an asset is performing in the top 25% of all buildings in the class) and educates residents on how to maximize energy efficiency. Those certifications, in addition to Fit Well (about the wellness of the building) and other certifications, can be promoted as a benefit for residents. Such practices can easily be adapted by all types of multifamily properties, offering valuable information during tours or through community events on any practices that pertain to sustainability.
Additionally, sustainability-related events can bring neighbors together, creating a sense of community while promoting shared goals. For environmentally conscious residents, these efforts align with their values, further incentivizing participation.
Outdoor spaces: Beyond aesthetics
The conversation also touched on sustainable landscaping, with Chris emphasizing its dual role in water conservation and mental wellness. Features like smart irrigation systems, xeriscaping with plants like succulents, and native plantings minimize water usage while maintaining beautiful green spaces.
Beyond environmental benefits, thoughtfully designed outdoor areas provide mental health advantages for residents. Studies have shown that even brief exposure to nature can lower stress levels and improve overall mood. Creating these calming spaces adds immeasurable value to the community while supporting sustainability goals.
Retrofitting for a sustainable future
It can be easy to implement smart home technology that supports sustainability efforts in new construction communities. Retrofitting older properties on the other hand presents unique challenges but also immense opportunities. Chris underscored the importance of assessing each building’s specific needs, considering factors like equipment lifespan, energy efficiency, and local regulations.
While every property is unique, common upgrades include energy-efficient HVAC systems, LED lighting, and advanced insulation. As Chris noted, these investments not only reduce energy consumption but can also mitigate long-term operational costs – a win-win for property owners and residents alike.
Water conservation: A critical focus
Water conservation is particularly urgent, especially in drought-prone regions. Chris advocated for technology-driven solutions, such as smart irrigation controllers and sensors to detect leaks. Simple practices, like ensuring sprinklers are correctly aligned, can prevent unnecessary waste.
Kelly introduced a broader perspective by discussing their water neutrality goals, achieved through partnerships with nonprofits like American Rivers. These initiatives not only address immediate conservation needs but also contribute to long-term environmental stewardship.
Moreover, Chris illuminated a less obvious connection: water’s carbon footprint.
“If you’re wasting water, you’re also increasing your carbon footprint,” he explained.
From extraction to distribution and heating, every stage of water usage consumes energy, reinforcing the importance of mindful conservation.
Parting words: A unified call to action
As our conversation concluded, both experts left the audience with compelling calls to action. For Kelly, the message was simple yet profound: “Do something.” Whether it’s switching to LED bulbs, investing in an electric vehicle, or recycling, every small step contributes to a larger collective effort.
Chris echoed this sentiment, urging property owners to start with data. “Understanding what normal is” provides a foundation for effective decision-making and measurable progress.
The path forward
The multifamily housing industry, including the service providers who do work with those communities and property management companies, has a unique opportunity to lead the charge in sustainability, transforming properties into greener, more efficient spaces. By leveraging data, engaging residents, and adopting innovative technologies, communities can achieve meaningful environmental and financial outcomes.
For those vendors and service providers who support the industry, your Scope Three operations directly impact your multifamily customers. You will need to think about information your clients will need about your own company’s carbon emissions. Be sure to listen to the podcast for important information in that regard.
As Kelly aptly noted, sustainability is “the very epitome of a team sport.” From property managers to vendors to residents, we all have a role to play in ensuring a hospitable planet for future generations. So, whether you’re managing a multifamily property or simply turning off a light switch at home, remember: every action counts.
This is our moment to act. Let’s seize it.
To experience the entire conversation, you can hear the complete episode, Sustainability in Multifamily: Securing Value and Reducing Risks, wherever you listen to podcasts.
(Disclaimer: Author is contracted separately to host this multifamily tech-focused podcast, and it is not related to Broadband Communities. For the dedicated Broadband Communities podcast, you can find all episodes on our Podcast page.)
Valerie M. Sargent is a multifamily speaker, trainer and executive consultant, and is the multifamily news correspondent for Broadband Communities. Contact her at https://valeriemsargent.com/. For more information, visit https://20for20.com, https://rettc.org, or https://bbcmag.com/.
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