GREENING YOUR REAL ESTATE PRACTICE 5

In This Chapter

Using NAR’s Green Designation in your marketing

Green partners in your community

Greening your office environment

Setting the example with your personal choices

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Marketing Advantage of NAR’sGreen Designation

Indicator of education and training

Image that says you want to serve clients and customers who are concerned about the environment

Market differentiator at www.realtor.com and www.GreenREsourceCouncil.org

– Attracts green clients and customers

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Using the Term “REALTOR®” With NAR’s Green Designation

“REALTOR®” is a registered membership mark of the NATIONAL ASSOCIATION OF REALTORS®.

To maintain value of the term REALTOR®, it is important that it be used properly and only in ways which identify individuals as members of NAR.

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Guidelines to Proper Use of NAR’s Green Designation

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Designation should always be used with the name of the member who has obtained the designation

Rules governing use of the term REALTOR® must also be observed:

– Descriptive words or phrases should NEVER be used with terms REALTOR® or REALTORS®, even if they are separated by a comma or hyphen.

Guidelines to Proper Use of NAR’s Green Designation

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Which of the following are CORRECT uses of NAR’s Green Designation?

– Jim Smith, GREEN, REALTOR®, ABR®

– LisaMoralesTheGreenREALTOR@yahoo.com

– REALTOR® Bill Kim, GREEN, ABR®, CRS

Guidelines to Proper Use of NAR’s Green Designation

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Logo should only be reproduced using one of the approved color combinations.

Logo should not be combined with any other graphic or typographic features.

In order to use the logo, you must be a member in good standing with the Green REsource Council and NAR.

Building a Real Estate Firm of NAR Green Designees

Shows deep commitment Maximizes company’s

prestige Attracts talented real

estate professionals Positions firm to gain

market position

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Green Partners in Your Community

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Associations– USGBC chapters– NAHB local builders’ associations– ULI district councils– Chambers of Commerce

Government planning commissions

Public– Local conservation organizations– Neighborhood organizations

If your REALTOR® association supports green, members are likely to welcome ideas from NAR Green Designees

NAR Green Designees may be a voice for more green engagement by the association.

Partnering with your REALTOR® Association

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Partnering with your REALTOR® Association

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California Association of REALTORS®

– Established Green Task Force

– Developed set of green principles

– Created a Web site (http://green.car.org)

– Green keynote presentation at CAR’s 2008 Annual Expo

Partnering with your REALTOR® Association

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New Jersey Association of REALTORS®

– Library of resources Wilmington Regional

(NC) Association of REALTORS®

– Outreach event

Kansas City Association of REALTORS®

– Shredding days Seattle-King County

Association of REALTORS®

– Tree planting and learning event

CAR Green Task Force:Green Principles

5-12 Source: Adapted with permission of the California Association of REALTORS®. Copyright 2008 California Association of REALTORS®.

Sponsoring Green Events

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Present green building or smart growth developments seminars in the area

Book a green speaker to be sponsored by your company

Sponsoring Green Events

Arbor Day/Earth Day Tree planting events Cleanup/beautification

events Street fair or eco market

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Encouraging recycled products Participating in recycling programs Seeking low-toxicity products Understanding “off” means “unplugged”

Greening Your Office Environment

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Case Study 5.1

Long Island Village Realty wins 2008 Small Business Award from ENERGY STAR

Recognized for its work toward achieving energy efficiency

Savings of $2,700 in annual energy costs5-16 Source: ENERGY STAR Small Business Award Winners,

www.energystar.gov/index.cfm?c=sb_success.sb_winners

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Greening Your Office Environment

Considering low-carbon furniture Keeping a green library Greening the printing of marketing

materials Using the Web instead of printing Knowing the life-cycle of products and

materials Distributing green closing gifts

Green Offices by the Numbers

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Source: California Department of Conservation. www.conservation.ca.gov; ENERGY STAR. ENERGY STAR FACT SHEET. www.doityourself.com/stry/energy-star-fact-sheet

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Setting the Example with YourPersonal Choices

Greening the office– Inform client of changes being

made Transit to meetings

– If your budget can support it, consider leasing or purchasing a hybrid vehicle

When clients and customers are in vehicle– Explain how you are being fuel

efficient

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Bottled water– Use refillable bottles– Explain that plastic bottles are

petroleum derived Flash drives

– When providing documents to clients and customers

Setting the Example with YourPersonal Choices

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Setting the Example with YourPersonal Choices

Green giveaways– Many gift services available

Ask for feedback– Gauge reactions and priorities– Inquire how you can upgrade the

service you are providing

Drive sensibly Observe the speed limit Remove excess weight Keep tires properly inflated

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Green Driving

This is a role-play exercise. The class will be divided into groups. One student will assume the role of the

prospective buyer, a successful graphic design company owner.

The other student will assume the role of the real estate professional.

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Exercise: Greening Your Real Estate Practice

Questions?

Are there any questions we can answer before concluding today’s class?

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Thank You!

On behalf of the Green REsource Council, we thank you for participating in NAR’s Green Designation Core Course!

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