REALTORS® Help Consumers Understand the Value of Green

In today’s economy, consumers are looking for cost savings, and toward this end, REALTORS® are helping home buyers recognize the value of green properties for both themselves and their communities. Author and home-building coach Sara Lamia explained why going green is worth the green at the “Green Labels Sell Homes” forum today at the 2010 REALTORS® Conference & Expo.

Lamia gave REALTORS® insights into explaining the green value proposition to their clients. “Green real estate is about saving money and well-built homes that are energy efficient,” said Lamia. “People tend to get caught up in the term ‘green.’ Show your clients how operating and maintenance costs will be reduced. Provide feedback and references from past clients who expressed how much more comfortable and healthy they feel in their green home. Essentially, show them the bottom line.”

Increasingly, green building practices are associated with cutting energy costs and saving money, and a growing number of home buyers are looking for these features. According to the 2010 National Association of REALTORS® Home Buyer and Seller Profile, 88 percent of recent home buyers considered a home’s heating and cooling costs important in their home search.

“Many of today’s consumers want homes and communities that are sensitive to the larger environment, but in today’s economy, they’re also cost-conscious, and energy-efficient home features appeal to these buyers,” said NAR President Vicki Cox Golder, owner of Vicki L. Cox & Associates in Tucson, Ariz. “As green building issues become more important to buyers, sellers and businesses, more and more REALTORS® are bringing value to the real estate transaction by developing green business practices.

To help its members meet growing consumer demand for green building practices and energy efficient homes, NAR offers a Green Designation for REALTORS®. REALTORS® who have earned NAR’s Green Designation are prepared to help consumers and clients seek out, understand and properly market energy and resource efficient properties and work to incorporate green principles into their own practice. To locate a REALTOR® who has earned the Green Designation, visit

The National Association of REALTORS®, “The Voice for Real Estate,” is America’s largest trade association, representing 1.1 million members involved in all aspects of the residential and commercial real estate industries.