Buzzwords Fade. But Good Strategy Lasts. – Ask an Expert with Michelle Winters

Meet
Michelle Winters
ESG translator. Risk mitigator. Vice President of ESG Sales at Conservice.

Michelle doesn’t think of herself as a salesperson—and that’s kind of the point. With over a decade of experience helping companies build responsible, resilient strategies that align with market demands and investor expectations, she’s become a guide through the noise.

Her take?

Regulations are messy. Expectations are rising. ESG isn’t a buzzword—it’s a blueprint.

You’re the Vice President of ESG Sales, but you insist
YOU DON’T THINK OF YOURSELF AS A SALESPERSON. SPEAK TO THAT.

“Nope. Never have. I’ve always hated that word. I think of myself as a partner. A translator. I help clients find a solution that makes sense for their business and sets them up for success.

And the truth is, that’s what this space demands. ESG isn’t a one-size-fits-all initiative. It’s a complex landscape where the stakes are high—legally, operationally, and reputationally. I’m not here to pitch shiny ideas that may not be applicable for all customers. I’m here to connect the dots between real-world risks and financial impacts.”

In some ways, the ESG acronym has been overused. Politicized. But the underlying work has only gotten more essential. This isn’t about being “woke.” It’s about protecting assets, reducing operational costs, staying compliant, and preparing for what’s next. Good governance. Strong data. Strategic investment.

Nobody seems to find their way to the industry without a few turns and spins.
HOW DID YOU FIND YOURSELF IN THE SUSTAINABILITY SPACE OF PROPERTY MANAGEMENT?

“I got my start in sustainable consulting for architecture, construction, and engineering. Back then, LEED certifications were new but growing fast, and I’d have to cold call contractors to ask about recycled content and sourcing. I got laughed at a lot. Now? That same data is printed on every cut sheet.

From there, I joined a company called Goby early on—maybe employee number 15? I helped grow the platform, and I held a wide range of roles: consultant, tech leader (even though I didn’t know tech!), account management, consulting leadership, and finally sales.

Through it all, I stayed focused on solving real problems with real strategy. My favorite title was VP of Solutions, which was just a great way to describe what I love doing.”

And then Conservice acquired Goby and its robust sustainability tech.
WHAT WAS THAT LIKE? WHAT’S CHANGED SINCE YOU MOVED OVER?

“Honestly? It’s been really good. The acquisition made sense on both sides. At Goby, we needed access to high-quality utility data. Conservice had it. And Conservice wanted a serious ESG offering. We had that.

As far as change goes, it’s really the industry acronyms and terms that keep changing—but the purpose doesn’t. It started with “green” and “sustainability,” then “ESG”, then “ESG+R” for “resilience.” Now? We’re starting to talk more about risk and compliance than anything else.

In some ways, the ESG acronym has been overused. Politicized. And maybe just a little too “big”, it covered too much ground. But the underlying work has only gotten more essential. This isn’t about being “woke.” It’s about protecting assets, reducing operational costs, staying compliant, and preparing for what’s next. Good governance. Strong data. Strategic investment.”

For businesses unsure about investing in ESG,
HOW DO YOU APPROACH THAT CONVERSATION?

“I talk to a lot of people who don’t want to be in the room. Sometimes they’re angry. Sometimes they’re swearing about it. And that’s fine. I get it.

But here’s what I do: I give them the real ROI. I walk them through how it benefits their operations, their portfolios, their ability to raise capital. Compliance is getting more fragmented. If you operate in multiple states, your requirements are no longer as centralized as they used to be. That’s a headache. We help with that.

The funny thing is—those angry skeptics? Give it a year. They start to get competitive. “Why am I behind my peers?” “How do I improve my Energy Star score?” “How do I get to 10% reduction instead of 5%?” It happens all the time, and I love to see the transformation. 

And for those in the industry who truly see the benefits, it’s a great community where knowledge and initiatives are shared across organizations.”

ESG has been under political fire lately.
HOW DO YOU RESPOND TO THAT?

“It’s frustrating. You don’t have to believe in climate change to recognize rising insurance premiums. You don’t need to love sustainability policies to understand that investors and underwriters are demanding risk mitigation.

My best recommendation: Follow the money. What do investors require for capital access? That’s where the smart business decisions are being made. Compliance, resilience, transparency—these aren’t partisan.”

Expect change.

What about the long-term nature of ESG investments?
ISN’T THAT A BARRIER?

“Sometimes. There’s this old rule of thumb: if the ROI hits in under three years, it’s an easier sell. Over three years, you need to tie it into fundraising or long-term strategy. If the client doesn’t have that horizon, compliance becomes the driver.

But even when you’re forced into the conversation—because of investors or regulations—you still get real value. Better data. Healthier buildings. Lower turnover. Higher revenue. Less risk. We help clients see that even if they don’t want to implement these initiatives, the benefits are real.”

Final advice?
WHAT SHOULD PROPERTY MANAGERS KEEP IN MIND RIGHT NOW?

“Expect change. The regulatory landscape is moving fast—especially at the state level. One of the most important things you can do is stay informed. That’s why I always point people to our compliance and building performance standards tools on the Conservice ESG site. They’re a great free resource for anyone doing due diligence or preparing for municipal changes.

But bigger picture? Focus on materiality. What matters most to your business? Set a road map—but know that road map will change. ESG is a never ending journey.”

Follow Michelle on LinkedIn

Hear from more experts in tech and utility management at Conservice.

William Bailey

William Bailey is a veteran writer in the real estate industry and the Content Manager at Conservice. He’s obsessed with utility technology, tarantulas, and the ways that language and stories can bring industries together.