Leasing office space is no exception. Space marketers shouldrecognize that tenants are not necessarily running to lease anoffice principally because the building is green. They are weighingthe value of the entire package, and landlord's representativesshould use that to their advantage.

In the next decade, all new projects will be environmentallyfriendly. Until then, the most prominent green projects arebecoming the benchmark for other similar developments. At 321 Northin Plantation, for example, the mixed-use master planned communityis one of only a few in the country participating in the LEED forNeighborhood Development pilot program, which evaluates communitiesin their entirety for adopting green principles.

It is apparent that consumers demand green. They want what isnew and upgraded and progressive. And it does not seem to matterwhat their motives are, whether financial or environmentallyconscious, because the trend is so new that those implications arestill difficult to prove. For marketers of green product, it worksin their favor that many are banking on the notion that leasinggreen will indeed positively impact their bottom line.