Our local Portland area MLS added a new search filter Tuesday that allows searches on 'green' designated homes, those specifically certified by Energy Star, Earth Advantage, etc.  Now, that's nice, and our area has a reputation for being particularly environmentally friendly, but The Oregonian trumpeted it like Christ had returned.  Others are gushing about our pioneering effort, an effort that will sweep other areas.  But I wonder.

Some of what I wrote this morning on my own blog:

Dylan Rivera wrote a piece in yesterday's Oregonian that begs perspective. A third of the front page of the Business section, above the fold, overshadowing news that covered a 416 point drop in the DOW. The breathless headline: "Local homes database turns ‘green'" and the sub head, "Environmentally friendly information for Realtors signals good news for some buyers and sellers and starts a trend."

Well.

Let's start here. Yes, the RMLS did introduce a new search mechanism for ‘green' properties, and did so without fanfare. As of today, of the 8125 active listings in the Portland Metro area, those that carry the ‘green' label number: 17. These are split between four builders in four developments, all new construction. So far, at least, it appears ‘green' buyers don't have much choice.

Green marketing - please just assume the quotes - has a very spotty history. Back when the ozone layer was the crisis du jour, Advertising Age found that over 70% of those asked said they would definitely purchase more expensive dispensers over aerosol to save the environment; six months later AA went into the homes of the same people and found over 80% still using aerosol.

So if I were to speculate - and it's just speculation because I've never had a buyer ask for green properties nor had a seller suggest green as a marketing strategy - is that green will have a marginal effect, making a difference only when all other things - including price, or at least savings offsets - are equal. Whatever the case, the only determining factor will be: buyers. If it's important, they'll let us know.

[The rest, including response to the gratuitous swipes at Realtors, can be seen here.]

 My questions:  Are other areas seeing a demand for a 'green' designation?  I certainly understand buyers wanting to save on energy costs, but at what price?  Energy Star's been around since 1992, so this is clearly capitalization on the current angst;  good or bad?