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. To learn more please visit: www.mdvseia.camp7.org

1. Why GREEN Realtors are
Critical in Today’s Real Estate
Market
Michael Kiefer
Realtor December 4th, 2009
Green DC Realty SEIA Conference

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. GREEN
A market place we can no longer ignore.

4. Green Branding
&
Market Confusion
EarthCraft House
EcoBroker LEED
Energy Star
NAR Green Designee
GreenGlobes
Green Communities EPA IAQ
NAHB Green Building Program

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. 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. 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. 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. 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. Hope alone won’t get us there.
We need to be proactive in building a market place
together that affords green to flourish