By Luke Bumgarder, in, The NEBB Professional – Q1 2025 Edition
According to various market research groups, the commissioning industry has seen annual growth rates averaging between 5 to 10 percent and conservative projections anticipate continued growth of 4 to 5 percent annually over the next decade1,2. As the demand for sustainable, high-performing buildings continues to grow, the need for commissioning (Cx) and retro-commissioning (RCx) services has never been greater.
NEBB-certified firms hold a unique advantage in the marketplace due to the organization’s reputation for quality, technical expertise, and adherence to standards. However, capitalizing on that advantage requires strategic marketing approaches that effectively communicate the value NEBB certification brings to commissioning projects. Here are both some triedand-true, and a few novel ways, for NEBB Certified Firms to market their commissioning and retro-commissioning services to differentiate themselves in a competitive, growing industry:
Architect, Engineer, and Owner Education
At a high-level, educating architects, engineers, and owners on the benefits of commissioning and retro-commissioning is one of the best ways to promote services. Many building owners and project stakeholders understand the concept of commissioning, but may not fully grasp its long-term benefits. To effectively market services, focus on educating potential clients on the benefits of Cx and RCx by creating educational content, referencing industry studies, or citing previous project experiences that showcase the value of Cx and RCx.
Of the major stakeholders, directing marketing and education efforts towards owners is typically the most effective approach since the majority of commissioning and retro-commissioning projects are executed directly through the owner. Not to mention, building owners, operators, and occupants benefit the most from Cx and RCx services. Keep in mind that RCx work is executed directly through building owners and is commonly sold on trust for results, while Cx services are normally purchased through an open RFP/RFQ process.
TIP: Host webinars or lunch-and-learn sessions for architects, engineers, facility managers, and building owners. These introductory-level sessions can help build relationships, answer questions, and establish your firm as a trusted commissioning/retro-commissioning resource.
Aside from educating potential clients on the benefits of Cx and RCx services, presenting a general outline of the NEBB procedural standard(s) and the Cx, or RCx, process is an effective selling point. Be sure to highlight NEBB’s requirement to own calibrated equipment and perform hands-on, technical testing. This is a huge aspect that differentiates NEBB-certified firms from other Cx organizations which may not require the use of instrumentation or technical testing to the same extent as NEBB. It also helps provide the architect, engineer, and, most importantly, the owner reassurance that the Cx team will be on-site, hands-on, testing the system.
Foster Relationships with Existing Building Owners
Retro-commissioning is a significant business opportunity for TAB firms, HVAC contractors, and engineering/commissioning firms to correct underperforming buildings and improve indoor environmental conditions and comfort, while optimizing energy usage for aging facilities. The primary goal of retro-commissioning is to improve the operation of existing systems at the lowest possible cost to the owner.
These improvements contribute to a better built environment, which is especially valuable for commercial buildings, educational institutions, and healthcare facilities. Retro-commissioning aims to fix issues that owners have been told are impossible to fix, and have likely tried many times and failed. Commonly, this is because owners, or contracted service providers, have never identified the root cause of the problems and only worked on symptoms of the issues. Therefore, it is crucial to market how NEBB’s RCx approach focuses on identifying the root cause of underlying facility issues, leads to fewer complaints from tenants or occupants, and reduces costly downtime associated with equipment failures.
It is important to understand most NEBB RCx projects are undertaken to correct poor building performance and comfort issues, and not necessarily for lowering energy costs. This is a major difference between NEBB and other industry organizations marketing existing building commissioning as only an energy audit. Aside from improved building operation, a secondary argument for RCx is the financial return on investment. Building owners are often concerned with operating costs, and energy expenses are a major component. By clearly communicating the potential for cost savings through improved building operation and reduced maintenance, NEBB-certified firms can make a strong case for RCx as a cost-effective investment. When marketing to building owners, consider providing examples of improved facility operation and any energy savings achieved in past projects. Be sure to highlight the payback period of past RCx projects where possible. Emphasize that RCx does not require significant capital expenditures compared to full-scale renovations, making it a more accessible option for most budgets.
TIP: Marketing retro-commissioning is radically different from marketing commissioning in both who to approach and who purchases RCx services. RCx is commonly sold to the facility and operation teams responsible for building performance and operating costs, where Cx is usually sold as part of a new project and may be focused more on sustainability initiatives rather than performance. RCx marketing takes effort developing a customer over an extended period – typically one to two years – and is more than responding to RFPs or RFQs.
One of the most effective ways to engage building owners is by offering a complimentary (or discounted) initial assessment or walkthrough. By providing this service, NEBB Certified Firms can demonstrate technical expertise firsthand and provide building owners with insights into a building’s performance potential. This approach shows a firm is committed to transparency and is willing to invest in helping building owners understand the RCx process.
Experience and Familiarity with Sustainability Initiatives
Much of the industry’s growth can be attributed to educating project stakeholders, but what about seeking continuing education and experience as a firm? An increasing portion of Cx and RCx projects are being driven by sustainability programs such as LEED, Passivhaus, and WELL. These sustainability initiatives often require new building commissioning, ongoing commissioning, and sometimes even monitoring-based commissioning goals. It is critical firms familiarize themselves with the commissioning requirements of various sustainability programs and seek to not only gain, but also highlight, sustainable project experience.
Keep in mind that certification programs have expanded the scope of Cx and RCx to include more than just HVAC systems. For instance, LEED and WELL standards emphasize water systems, lighting, air quality, renewable energy systems, building envelope, and occupant comfort as part of their performance criteria. This has led to a demand for comprehensive, whole-building commissioning. As the industry focus shifts more and more towards sustainability, decarbonization, and energy reduction, the number of building owners adopting these types of initiatives will only continue to grow.
TIP: Consider developing marketing material that highlights completed commissioning/ retro-commissioning projects with sustainability goals. Many of these initiatives require a plan for ongoing or monitoring-based commissioning – this a great opportunity to market continued Cx/RCx services throughout the lifecycle of the building.
Monitor Upcoming Municipal Work
Budgets and planning for municipal new construction and renovation projects are generally done well in advance compared to most private projects. Municipal projects are typically funded through annual government budget cycles, which means that funding for construction is planned and approved as part of a multi-year budgeting process. Agencies are required to follow strict rules of transparency and public accountability throughout this process which means these projects are typically public information. Almost all projects, with few exceptions, go through an open bid process which can be beneficial for newly established firms. Keep an eye out on municipal bid boards where new and upcoming projects are publicly posted as RFQs.
Many municipalities have incorporated commissioning/retro-commissioning requirements into building codes or owner project requirements to support energy efficiency and environmental goals. For example, cities like New York, San Francisco, and Washington, D.C. have enacted building performance standards that require buildings to meet specific energy efficiency benchmarks. Commissioning, particularly retro-commissioning, is often necessary to bring older buildings into compliance with these standards. The continued adoption of these requirements will only continue to expand the needs for Cx and RCx services.
TIP: By planning and budgeting well in advance, municipalities reduce the risk of budget shortfalls or the need for last-minute changes that could impact the project’s feasibility. This means that in the long-term, the supply of municipal projects is steadier and funding is more reliable than private industry, particularly during recessionary periods.
Large Commercial Projects
Focusing now on the private sector, a growing number of owners who specialize in manufacturing, commercial real estate, higher education, data centers, or healthcare and research campuses have adopted some sort of commissioning standard that is required for any new construction project. Like sustainability initiatives, this trend will only continue to grow within the private sector as owners realize the benefits of commissioning or as local governments adopt codes and standards that mandate commissioning for new buildings.
Final Thoughts
With projections of steady industry growth and an increasing focus on energy efficiency and sustainability, NEBB Certified Firms are uniquely positioned to thrive. However, taking full advantage of this opportunity requires strategic, targeted marketing approaches. Marketing commissioning and retro-commissioning services requires a focus on education, relationship-building, and technical differentiation. By emphasizing NEBB certification, showcasing successful project outcomes, and educating potential clients, a firm can stand out in the ever-competitive commissioning industry. The growing demand for commissioning services creates an excellent opportunity for firms to showcase their technical expertise and the unique value they bring to every project. As firms look to the future, these strategies will not only help NEBB Certified Firms stay competitive, but also reinforce the essential role of commissioning in driving sustainable, high-performing buildings.