Why GREEN Realtors are Critical in Today’s Real Estate Market


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Michael Kiefer, Realtor at Green DC Realty, discusses the growing green real estate market.

This presentation was given December 4, 2009 at the Solar Energy Focus Conference: Fall 2009 hosted by the Maryland, DC, Virginia Solar Energy Industries Association (MDV-SEIA) in Gaithersburg, MD.

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Why GREEN Realtors are Critical in Today’s Real Estate Market

  1. 1. Why GREEN Realtors are Critical in Today’s Real Estate Market Michael Kiefer Realtor December 4th, 2009 Green DC Realty SEIA Conference
  2. 2. “Green” is the Game Changer • Interpreting and Translating the Value • Increasing Asset Value • Growing The Green Consumer Base • Establishing The Future of Real Estate What does all of this represent? An expansive market we must all be aware of
  3. 3. GREEN A market place we can no longer ignore.
  4. 4. Green Branding & Market Confusion EarthCraft House EcoBroker LEED Energy Star NAR Green Designee GreenGlobes Green Communities EPA IAQ NAHB Green Building Program
  5. 5. Defining the Green Consumer From the ground up! How do you define & find your green consumer base? 1. LOHAS – US Market $20billion worth in green bldg sector 2. Online communities - Beta Communities & crowdsourcing 4. Condo Boards - Search out champions for EE and green
  6. 6. The Future of Real Estate Consumers are actively making purchasing decisions based upon a combination of financial & environmental concerns. Net-Zero Home SOLD NOVEMBER 2009 6301 WEST HALBER ROAD in the Bannock Burn neighborhood of Bethesda for $1,795,000 Bethesda Bungalows FOR SALE 5133 FAIRGLEN LANE in “Chevy Chase” The five bedroom, 5.5 bath house known as "The Incredibly Green Home" is listed for $1,895,000 Green Spur Development FOR SALE ECO-GORGOUS: 1310 CALDER ROAD, the first carbon neutral house in downtown McLean
  7. 7. Sellers & Buyers Meeting their Needs Use the power of brand differentiation Sellers Buyers 1. Annual utility use info 1. Ten point checklist 2. Building designation(s) 2. Request utility bills 3. Energy Audits 3. Provide Literature –TEACH THEM 4. How to market green manual 4. Build in incentives for point of sale
  8. 8. What is driving consumer interest in GREEN 2000-2009 •LEED Accredited Professionals / Architects •Energy Policy Act of 2005 •Addressing the Aesthetics •Media Attention - Marketing Innovation •Builders / Realtors working together – TRANSLATING VALUE •The economics of having to reinvest later if regulations dictate green bldg standards.
  9. 9. Cashing in the GREEN dividends Where we are headed The recognized early adopters “companies” of green building standards will certainly have a seat at the regulatory table when rules are being carved up! Genzyme – Investing in green facilities / operations Xerox – Retooling their industry “ adaptive re-use” Swiss Re – Realigning asset portfolio towards “green” PNC – Branding “green” image through branch development offices / regional headquarters
  10. 10. Hope alone won’t get us there. We need to be proactive in building a market place together that affords green to flourish