Watch Your Green Language

Eco-friendly homes are in demand. But buyers aren’t drawn to environmentally friendly features just because of the fancy names. They want products and systems that make for a comfortable living space and reduced energy costs. With that in mind, NAR recently revamped the GREEN designation’s coursework to reflect the evolving nature of the terminology and help real estate professionals better present the benefits to today’s buyers. There’s a stronger emphasis on using words like “resource efficient” as opposed to more generic terms like “green.” It suggests real estate professionals avoid jargon, such as “low-VOC” (“nontoxic” is better) and “R-value” (instead, say “better insulated”). Also, some buyers may find a political meaning in certain terms—such as “sustainability.”

 “We want real estate professionals to learn more clearly how to speak about the benefits and to understand that their words matter,” says Amanda Stinton, manager of NAR’s GREEN designation and e-PRO certification. “Know what these words clearly mean and then be able to convey the benefits to clients, such as the cost savings, comfort, or walkability.”

For example, to market the financial savings from a highly efficient home, stress the lower utility costs, an easily appreciated benefit of living in the home. “Consumers aren’t asking for green features per se,” Stinton adds. “They may not come to you and say, ‘I want a third-party certification.’ But they likely will be interested in the benefits that greener options can provide.” As a starting place, Stinton suggests a 2015 study from National Association of Home Builders called “What Green Means to Home Buyers: Perceptions and Preferences” for swapping out ambiguous phrases from your business vocabulary. Here are some terms from that study to get you started: