Home > Blogs > Tony Zimmerman > Green Homes Blog

NAR Green designation and EcoBroker Certification

By Tony Zimmerman

Real Estate Sales Representative with Green Gamut

August 11, 2009 02:32 AM

I went back through my blog postings about NAR's Green designation and the value of using an EcoBroker(R). I found the comments very interesting and somewhat puzzling in some cases. First and foremost was the response that REALTORS(R) should become LEED AP's a program offered through USGBC. Let me remind you that, while many may disagree or feel that NAR's Green designation could leed to greenwashing, it is infact the only recognized green designation by NAR. Secondly USGBC nor NAHB offer REALTOR(R) specific education. Both organizations are set up to serve the building industries. With that said, yes if you have the qualifications, the desire to learn the most about green buildings, and the time and money for a non-NAR designated program, you certainly can not go wrong. The education offered by USGBC and NAHB is indeed thorough and intensive. You will certainly learn alot more about the theory and science behind green building and how those practices are implemented. However, neither course spends extensive time on marketing green homes, the very purpose of NAR's Green Designation and EcoBroker(TM) Certification.

The reason why NAHB and USGBC do not work well for REALTORS(R). By-in-large new home buyers make their decision based on their emotions at the time. They place allot of emphasis on what they believe to be the most comfortable and affordable for their family. Everyone's aesthetically different and their isn't a cookie cutter approach to selling homes. The REALTOR(R) must appeal to the emotional side of their client and gently educated them on the green benefits without leading the client into making a decision based on the REALTORS(R) opinion. This isn't all that easy and it is a matter of both legal and ethical practices.

Whether you agree or not with NAR's green designation, the bottom line is NAR's Green Designation educates REALTORS(R) on the ethics of leading a client and promoting the green benefits without a legal conflict. Neither USGBC or the NAHB have that discussion during their training.

The next comment that troubled me was that EcoBroker(TM) education leeds to greenwashing and that to get the designation all you have to do is answer questions. I sure would like to know how that person got their designation if all they did was answer questions. During my training; I not only had to learn the subject matter and be able to accurately answer question regarding the material, we were asked to write small SA's to support why we answered the way we did. A trainer would then examine your response and either approve of the answer or ask you to further clarify the response. The trainer also gave further insights into each answer. Now, just like with any program, it is up to the individual to take away from the training all that it can provide and to run with it. So the second half of the response where the person stated they learned more by going out and talking with builders and organizations like the NAHB; is exactly what the EcoBroker(TM) teaches REALTORS(R) to do. If you can not put you learning in to practical application then why even bother. The bottom line is I spent the time to examine the materials, the external materials from other organizations EcoBroker(TM) "Requires" and then followed up by talking with builders, loan officers, architects, the local NAHB, among others. I never found an opportunity or misleading information that would have lead me to greenwash.

Another response promoted local programs over nationally recognized programs. This is a huge pet-peeve of mine. The world is to small to bicker over who has the best program. As a professional I personally want to take advantage of national and local programs to maximize my portfolio exposure for one, and to learn what is happening globally as well as in my own back yard. A very wise person once said: "Can't we all just get along?" There is no way we can every effective promote change if every organization out their is trying to do it their way with no regards for the efforts of others. I believe the constitution states it best; "One Nation, Under God, Indivisible," not "Let everyone fight among themselves for supremacy." Yet this seems to be the very underlying cause of controversy over green. Instead of recognizing individuality and working cooperatively, we have people making statements like our program is the only right one. We will only see mass consumer habits change as people see that the goals of green are not for organiztions to tought their accomplishments, rather their efforts are designed to benefit everyone.

Let's learn to think globally and work locally.

Re-Blog

Comments(9)

Comment

Show All Comments

Sort:

Christa Ross

RE/MAX Select Realty - REALTOR and Green Homes Specialist - Pittsburgh, PA

Helping you buy and sell Pittsburgh's Best Homes

I have my Ecosociate Certification (EcBroker is Ecosociate in PA) and would like to get my NAR Green designation when the opportunity presents itself. Both of these certifications, and any other certification of any kind, are only as valuable as the work the recipient is willing to put into learning the material. It doesn't matter if you answered questions online or sat in a classroom and listened to a lecture.

I decided that I wanted to put my efforts into green and energy efficient homes because I think it is important that Americans start to consider how the housing we live in and buy effects the world around us.

There are plenty of Ecobrokers and Green certified agents that may have chosen to get the certification so they can add it to a list of certs, that is there choice and they may be guilty of greenwashing. But on the other hand, going green is important and even small changes can make a big difference so who really cares if you are 100% on board or only 10% on board, it's a bandwagon that everyone needs to get on.

Aug 11, 2009 03:33 AM

Tim Cahill

RE/MAX Results - Arlington, MA

MBA, EcoBroker

Hear! Hear! Christa!

Even small changes are important and it really is only worth what you put into it. I suspect that out of the 33 other certified EcoBrokers here in MA, many of them aren't doing what they were supposedly trained to do. I happen to be the first RE/MAX EcoBroker in Massachusetts, but I'm not the first one in the Boston area and I'm surprised by the number of builders, mortgage brokers, solar installers, and energy audit raters who tell me this is the first time they're being contacted by a Green realtor. So my guess is, most of the people aren't building the databases they should be, nor following up local vendors and providers as I, Tony and Christa have been doing.

In one respect, I'm sad because we really need to get this green movement going, but on the other hand it's providing me with a marketing niche and not a lot of competition - so I'm happy plodding along and educating my consumers one at a time.

Good luck to all!

-Tim

Aug 11, 2009 04:18 AM

Stephanie Edwards-Musa

thredUP.com - The Woodlands, TX

knitwit at thred UP

Hi Tony,

I am a Certified EcoBroker and CGP through NAHB - All of these programs are designed differently and I don't understand what all the fuss is about.

If a Real Estate Professional whom primarily works within the Commercial world were to get either the NAR or EcoBroker certification/designation they would not benefit. Neither would their clients. LEED AP is the best way to go.

Simply put - people do not buy what they don't understand. How does one expect to sell if they don't understand it either.

The new LEED courses will have one primarily for LEED For Homes. It does not also mix in EFL, Energy Star, double pane windows, etc. Simply LEED for Homes. If an agent wants/needs to know more about LEED then this is an excellent option.

If however the market in which the real estate professional works is primarily a production built market then the NAHB CGP program is excellent as well. There are many, many new home sales consultants with this designation. It goes in to more building science so that we learn the systems approach. Every thing you change in a house will directly or indirectly change another.

It's not just about marketing. It is very necessary to understand how it works as well. Radiant Barrier can raise ones utility bills if not done properly. There is room for all of the designations. It's just up to the professional as to which ones will benefit their clients the most and then to decide which to pursue. IMO atleast.

Green Builder College has some fantastic courses as well. I am going to do those next.

Aug 11, 2009 05:18 AM

Anonymous

Tony Zimmerman

Stephanie,

While the USGBC offers many good programs, and a knowledge base that is beyond reproach; the fact remains USGBC LEED education is not a REALTOR(R) specific program. I agree it is important to understand how green buildings work and function, but not everyone is qualified to be a LEED AP. If you are a certified LEED AP you would know that qualification requirements are much more restrictive under the new V3. With that being said let's face the facts Stephanie, in the commercial arena large industrial buyers are going to work with experienced commercial brokers who understand the legal aspects of a commercial transaction, then seek out energy professionals to maximize the use of the building. Commercial brokers represents a very small portion of REALTORS(R). I would also add that most experienced commercial REALTORS(R) are highly aware of energy use and rely on USGBC professionals to work with their clients.

So let me be very clear here Stephanie, making a statement that any REALTOR(R) wouldn't benefit from NAR green or EcoBroker(TM) education is ignorant and mis-leading. The information that education imparts is in fact only as useful as the student is receptive and proactive. Education is a tool, and much like any other tool is only as useful as it is designed for. A hammer is used to set a nail, a screwdriver is useless on nails. Would you use a kitchen knife to saw down a 20" round oak tree? You can not make the statement that any education is useless. The bottom line is that both the EcoBroker(TM) program and NAR Green education offer useful information and the opportunity to further education by the actions of the student. Listen, a college education is designed to give you the knowledge to put your life skills into practice. It does not give you the life skills, that is not it's purpose. The purpose of green education is to give you information to put your knowledge into practice, same as a college education. What you do with that education is up to each individual. You can not blame the institution if the student does put their education in to practical use.

Listen Stephanie, I don't disagree with the premise that the NAHB National Green Building Program or the USGBC LEED program aren't excellent sources of education for any REALTOR(R) who would like to become technically trained. However, in the field of real estate, yes it is all about effective marketing. That is what sells homes. So a Green designated REALTOR or EcoBroker(TM) Certified REALTOR(R) should know how to market green components of any home and understand how that benefits the clients purchasing power. That does not mean the REALTOR(R) need be a Building Professional or Energy Professional. After all Stephanie do you expect your car salesman to fix and repair the car he or she sold you? No, you expect them to have some general knowledge that will be useful when it comes to selecting your car, but you expect the mechanic to know how to fix problems.

The problem I have with your statement Stephanie is that it says a REALTOR(R) is ignorant and useless when it comes to selling green buildings. It's the kind of statement that makes people resent the green movement and not want to listen to anything about green. If every one made one little contribution to green, we would already be well on our way to solving the climate crisis, and making a substantial impact on environmental conservation. No, not every REALTOR(R) will be the best advocate for green buildings. No, not every education will give 100% of the information needed. That is an unrealistic expectation. However, a REALTOR(R) who points out that a green home can improve the health of the family and potentially cut down on unnecessary visits to the doctor, or that the family can save money by implementing energy efficiency has imparted valuable knowledge to the buyer. It is up to the buyer what they do with that knowledge.

So, instead of saying the education is useless, and that a REALTOR trained in green home marketing won't be useful, let's say another great source to further education is USGBC and NAHB. But let's not discredit the viable education of NAR and EcoBroker nor the efforts of Professional REALTORS(R).

Aug 12, 2009 02:41 AM

Mike Hogan

The Hogan Group at Keller Williams Realty - Mechanicsville, VA

MBA

Tony- Great post about this issue. I've been running the various options through my head since getting the EcoBroker Cert...Im thinking this when the market slows a but will be a great time to take some clases to exend my education.

Aug 12, 2009 03:49 PM

Terrylynn Fisher

Dudum Real Estate Group - BuyStageSell.com - Walnut Creek, CA

HAFA Certified, EcoBroker, CRS, CSP Realtor, Etc.

I have too taken both classes and some others, they all have separate and distinct personalities and focus points. Are any bad, NO, they are all pieces of the GREEN puzzle and too much knowledge isn't possible on the topic like this. It's important for us to know the whole picture, personally Live Green, Live Smart deals more with the state of the planet and how we got here and what to do about it with our homes, does that make the others invaluable? NO...they are just different pieces of the same puzzle.

Sep 04, 2009 07:12 PM

Tony Zimmerman

Green Gamut - Cadillac, MI

Excelllent response Terrylynn. That is exactly the point, there is no bad education when it comes to learning about green. Like everything else in life it's all about what we do with that education that can make a difference. Living green is certainly a large part of the puzzle. We learn by example so we must also teach by example. Yes, Terrylynn, unless we forget why, living green is about protecting our planet and caring for it just as much as we care for our families. Thanks again for the great response!

Sep 05, 2009 05:44 AM

Jean-Paul Peron

The Outer Banks Real Estate Copmpany - Corolla, NC

Carova Beach - Living & Working in 4-Wheel Drive

I guess I will go with the strategy of "if you can't make up your mind, then do both". I see 2010 being a very green year for me.

Oct 20, 2009 08:17 AM

Evan Little

Surterre Properties - Santa Ana, CA

Eco, Live/Work, Sales and Management

Well said, Tony. I've done HERS Rater, CHEERS, other green building rater courses specific to California, NAHB's green builder course, Ecobroker, NAR's, LEED Green Associate and will be taking the AP soon, but green is my whole nitche and I want to work with architects, developers, etc... LEED is TOTALLY overkill and a waste of money unless you REALLY want to work green properties. It's focused less on teaching you green building and more on making sure you understand the protocal involved with LEED. I was REALLY, really skeptical of NAR GREEN, but was soooo impressed with how polished and well thought out it was. I took it in class and my instructor was excellent. NAR GREEN is all you need, unless you're crazy about green like me.

Jun 03, 2011 05:33 PM