Make Your Business Sustainable and Give Clients What They Want
Member contribution by Jan Green
We REALTORS® do the same thing. We either help buyers or sellers. There may be different spins on that as to developing homes, a neighborhood, or remodeling to sell a home. But each transaction has a buyer and a seller.
At every opportunity we need to add to our skillset; to be better at what we do. As Albert Einstein once said, “If you can’t explain it, you simply don’t understand it well enough.” If you can’t explain what you do with passion and conviction, how will you remain in the real estate industry?
That was the question I asked myself in 2007. I had been working in the condo conversion market, and I could sense the housing market was changing. The days on market were increasing for the condo market and there were fewer buyers. I knew that I needed to change my real estate business. But I wasn’t sure which avenue to take, or which aspect of real estate would differentiate me from others. In the fall of 2007, I saw a speaker in the line-up for the NAR Convention. The speaker was an EcoBroker from California who was going to be speaking about what being an EcoBroker meant to her business. I was hooked!
I traveled alone from Phoenix to the NAR Convention in Las Vegas in November 2007. Attending that session by an EcoBroker changed my life and my career. I was looking for something that would not only take the place of selling condo conversions but something I could focus on, and become passionate about. She talked about how this benefited her clients, offering them vendors and services, and how that translated to real estate sales. She started a networking group of vendors focusing on products and services for consumers; creating a website with links of vendors for consumers. But most importantly – how she expanded her business with more repeat business and earned referrals because of the value it brought to her clients.
After the convention, I decided to earn an EcoBroker designation, earning a NAR GREEN designation thereafter. I’ve since earned the Master Certification for High Performance Homes.
In real estate, earning a GREEN designation brings an added layer of knowledge and service. Understanding the benefits of home features that contribute to both cost savings and a healthier living environment is paramount. This knowledge not only makes practical sense but also demonstrates that I care about my clients’ well-being.
Consider the significant impact that energy bills have on monthly budgets, which can equate to a mid-range car payment for some households. By understanding the steps to reduce these bills, you position yourself as a hero in the eyes of your clients. Moreover, for individuals dealing with health issues like asthma or other respiratory illnesses, the importance of products that don’t release harmful gases cannot be overstated. It becomes a critical aspect of their overall well-being.
The public wants and demands these products and it’s up to us REALTORS® to be knowledgeable about them. The public will seek someone who can answer their questions or guide them in the right direction.
The February 9 issue of the REALTOR® Magazine article, “It Pays to Be Green” illustrates this very point. Consumers want new HVAC systems, solar panels, and sustainable trends. “Market transformation” is on the horizon and if REALTORS® don’t catch up, learn the technology and understand consumer needs, they’ll be left behind.
During the last 20-plus years, new construction has improved to make homes more energy efficient and with better features. Visit a new-build subdivision and ask what features they include in their homes to make them more energy efficient and give better indoor air quality. Ask about building certifications and learn about them. Share that information with your clients and you’ll have an instant conversation starter. Share rebates, incentives and information, and access to the Inflation Reduction Act. Your clients will appreciate that information.
Take the time to invest in a GREEN designation and consider it an investment in yourself. Start with your own home. What can you do to make your home better? Interview some of your clients and ask what features they would choose to add to their homes to make them better.