Green 300: Greening Your Real Estate Business

Course Goals Plan and implement strategies and tactics Adapt your core business skills to listing and marketing and representing sellers and buyers Page 2

Learning Objectives 1. The Green Scene – Survey your market – Adapt core real estate skills and market approaches 2. Your Green Real Estate Business – Establish a market presence – Advocate for greening the MLS – Marketing your green designation – Developing a business plan – Green your real estate business skills Page 2

Learning Objectives 3. Working with Buyers – Adapt your skills to work with green buyer-clients – Finding green homes – Help buyers see the potential in an existing home – Inform buyers about financing options and improvements 4. Working with Sellers – Develop a green listing kit and presentation – Suggest ways for greening a home to prepare it for sale – Make timely, informed, and objective disclosures – Understand appraisal and pricing approaches – Market green home features and benefits Page 2

The Green Scene 1

3 Concepts Awareness of the local green scene: your community, local government, the real estate market, home builders, clients and customers, and competitors. 1. The Green Scene Tailoring your communications based on the priorities and values of your clients and customers. 2. Focusing on benefits As an experienced real estate professional, you already have all the skills you need to succeed. 3. Adapting your core real estate skills Page 6

A Green Constellation Consumer research studies show that despite all of the information, many consumers feel “lost in space” when it comes to understanding sustainability. Page 6

Marketplace Confusion Consumers: – Lack information – Can’t identify sustainable products – Are confused about climate change – Feel we can reduce problems, but are unsure if we will. – Are unclear about energy sources. Environmental impact overshadows social impact of companies. Page 7

4 Green Consumer Groups Married men and women, Homeowners Driven by environment and climate change, alternative energy True Believers, 22% Minority women, Homeowners Believe humans are affecting climate Driven by energy efficiency Concerned Moms, 25% High income, married men, Homeowners No climate change Driven by $, energy independence, increasing domestic oil production Cautious Conservati ves 27% Typically low income single men, 18-34, 65+ Vehicles cause climate change Driven by alternative energy sources, Working Class Realists, 26% Page 10

Innovators Early Adopters Early Majority Late Majority Laggards The Chasm Mainstream The Future Opportunity The Green Curve The New Normal Page 13

The Local Green Curve – Are consumers concerned about environment? – Are there existing green homes? – Do building codes effect production? Positive or negative? Principles of sustainability: “meets present needs without compromising the ability of future generations to meet their needs”. Page 14

Triple Value Proposition Practical practical benefits Social social and environmental benefits Tribal affiliation with a community with similar values Consumer demographics + Sustainability benefits = Communications can be tailored to demonstrate the benefits of a home’s green features Page 16

4 Benefit Focuses 1. Cost savings 2. Health first 3. Sustainability 4. Lifestyle Value Proposition Priorities Home Features Messages Page 16

Core Skills Inventory You can use the core skills you’ve already acquired and adapt them to green your real estate business. Page 18