Marketing Residential Energy Efficiency Through Greening of the MLS

Using a GreenMLS to Drive
Energy Efficiency
October 4, 2012
Indianapolis, IN
Sarah Coulter
REALTOR, LEED AP, EcoBroker, NAR Green
Big Picture - Residential Role
37-40
1/2
90
1974
Percentage of Carbon emissions that come
from buildings.
Amount of built environment that makes up the
residential sector.
Percentage of homes that are Existing.
Average year built of existing homes.
Drivers of Green/EE Home Demand
Research
Incentives
Policy
Market
Demand
GreenMLS is a Market-Driver
Research
Incentives
Policy
Market
Demand
Continuum for Progress
Green
Fields
Traditional
MLS
• No green fields
360 Design & Training
3rd-Party Verification
Green Data
Set(s)
Scale
Media
Integrated
Fields
• MLS: green fields • All stakeholders
• Energy programs: share same data
measures/
performance data
Market
Impact
• Appraisers find
comparables
• Market trend
reports
Created by CNT Energy.
Critical Success Factors
• Verified green home data in an
MLS creates comparables
• Comparables at scale validate
value
• Value leads to self-sustaining
consumer demand
Value of Green/EE Certifications
Triangle, NC
10/2011
867 Certified New Homes 30.4% Market share 14.3% Price
premium 25.6% Fewer days on the market
Portland, OR
6/2011
408 Certified New Homes 18.2% Market share 18.9% Price
premium
Seattle, WA
2007-2012
30% of New home market Average of 5% Price premium
California
2007-2012
9% Price premium Average new home $400,000 premium is $34,800
Verification must flow 360
Concept created by CNT Energy
Graphic courtesy of NAR GreenMLS Toolkit –
www.greenthemls.org
GreenMLS in Chicagoland
• 90% of listings in Illinois
• Northern Illinois
10 counties
+ Northwest Indiana, Southeast
Wisconsin
• 13 Realtor associations
• 40,000 members
• 8,000 brokerage offices
Chicagoland’s Green MLS
Searchable Fields
General Search Fields
HERS Index score __________ (range search 100 to 0)
Green Disclosure Y or N (must be attached/uploaded if Yes)
Green Building Ratings/Third Party Certifications
Green Features
Photovoltaic/Solar System, Pre-wired for PV/Solar, Solar Hot Water,
Geothermal Heating/Cooling system, Tankless hot water heater,
Enhanced Air Filtration, Low flow commode, Low flow fixtures,
Native/drought resistant landscaping, Rainwater collection system, Green
roof
MRED, LLC Green Disclosure
Good Data is Critical…
Case Study #1
Home quickly found by searching
on “Green Rating Source” field
Seller adds reference to local
green building standard in remarks


Good Data is Really Critical!
Case Study #2
•Was this building really certified
“green”?
•Information problem?...Or
greenwashing?
Issue: Would an appraiser trust either
one of these as a “comparable sale”?
Supporting Options
• New Homes
• Ratings/Reports
– LEED
– HERS Index Score*
– NAHB
– MyHome EQ Report
– Chicago Green Homes
– 12 Month Utility History
– EPA Indoor Air Plus
– Air/Duct Leakage Test
– EPA WaterSense
– Combustion Safety Test
– DOE Energy Star
– Walkscore report
• Existing Homes
– IL Home Performance
– Historic Chicago Bungalows
Energy$avers
Sample Certificate Upload
Additional Documentation
Green MLS Listing Process
Step 1 – Flag the home as “green”
• ConnectMLS
• Chose 1-2 fields
• Green Verification Attached (Select from a drop down list)
• Green Disclosure Attached? (Select yes or no)
Step 2a – Attach Verification (if available)
• Use “Document” tab ConnectMLS listing entry
• Recommended:
Third-party green build verification
Performance test results
12 months utility usage
Step 2b – Attach Green Disclosure
• Use “Document” tab ConnectMLS listing entry
• Available in “Forms” tab ConnectMLS
Residential Practices - Appraisals
www.efanniemae.com “Form 1004”
Additional Documentation - Appraisers
Blower Door
Add details
• Air/duct sealing
• AFUE
• Etc.
Download: http://www.alliancees.org/resources/real-estate-toolkit/
Future: Empower Choices
Good Work Happening Nationally
• Real Estate Transaction Standard (RETS)
• NAR Green MLS Toolkit
• Appraisal Institute Addendum
• DOE Home Energy Score
• S.1737 The SAVE Act: Sensible Accounting to
Value Energy
• Better Buildings Green MLS Roundtable
• EcoBroker Green MLS White Paper
• USGBC Green MLS Advocacy Campaign
Thank You!
Sarah Coulter
@properties
[email protected]
312-925-2135
www.atproperties.com