The growing importance of green real estate for homebuyers

As sustainability becomes an increasingly important issue around the world, the real estate market is no exception. More homebuyers are prioritizing eco-friendly homes and sustainable building practices when looking for their next property. In response to this demand, the green real estate market has been growing rapidly in recent years.

Understanding the demand for sustainable housing 

Buyers are looking for homes that not only meet their practical needs, but also align with their values and beliefs around sustainability and environmental responsibility. The trend is evident from Spain to Switzerland and from the United States to Portugal. In this article we examine the availability of eco-friendly homes, the demand for sustainable housing, and the various policies and initiatives that are driving growth in this sector. 

For real estate agents, understanding the mindset of these buyers is crucial in today's market. Knowing what buyers are looking for in a green home, and how to market eco-friendly properties effectively, can make all the difference when it comes to closing a sale.

Eco-friendly real estate in the United States 

The green real estate market in the United States has been growing rapidly in recent years, driven by a combination of factors such as government policies, consumer demand, and the availability of green building technologies.  

The US government has implemented several policies aimed at promoting sustainability in the housing market. For example, the Environmental Protection Agency (EPA) has a program called Energy Star, which certifies homes that meet certain energy efficiency standards. There are tax incentives available for homeowners and builders who invest in sustainable housing.  

Green housing options 

In terms of availability of eco-friendly homes, there are a variety of sustainable housing options available in the US, including passive houses, net-zero homes, and green roofs. Developers in the US are increasingly incorporating green building practices into their projects, such as using sustainable materials, installing energy-efficient appliances, and designing buildings to maximize natural light and ventilation. There are also several certification programs available in the US that certify buildings as eco-friendly, such as the Leadership in Energy and Environmental Design (LEED) certification.  

Some noteworthy green developers: 

  • The Living - an American architecture firm that focuses on sustainable and regenerative design. They have a project called "The Bio-Base Habitable Prototype" which is a sustainable living unit made from mycelium (a type of fungus).  

  • Skanska - an American construction company that has a strong focus on sustainable building practices. They have built multiple green projects including the "Bertschi School Living Building Science Wing" which is a net-zero energy and water building.  

The demand for sustainable housing in the US has been increasing steadily, driven by changing consumer attitudes and a growing awareness of the environmental benefits of eco-friendly homes. In addition, there is a growing market for eco-tourism in the US, which has led to an increased demand for sustainable hotels and vacation homes.  

Overall, the green real estate market in the United States is growing, with increasing availability of eco-friendly homes and a growing demand for sustainable housing. As the country continues to prioritize sustainability, it is likely that the demand for green homes will continue to grow in the years to come.  

Key takeaways for agents in the green real estate market  

As a real estate agent, understanding the demand for green homes and sustainable building practices can give you a competitive edge in the market. By keeping up to date with the latest trends and innovations in the green real estate market, you'll be better equipped to meet the needs of eco-conscious homebuyers.  

In today's market, green real estate is no longer a niche concept - it's becoming the new standard. By understanding the demand for eco-friendly homes and sustainable building practices, real estate agents can stay ahead of the curve and meet the evolving needs of buyers.  This article further discusses how to deal with a slowing housing market.


Here are a few key points to help you sell more homes:  


1. A competitive advantage

Agents can highlight the eco-friendly features of a property in their marketing materials, such as energy-efficient appliances, solar panels, or low-flow fixtures. Other tactics may include: 

  • Emphasizing the long-term cost savings associated with green homes, such as lower utility bills and reduced maintenance costs.  

  • Be knowledgeable about green building certifications, (such as LEED or ENERGY STAR) and how they can add value to a property.  

  • Consider partnering with local green building organizations or participating in eco-friendly home tours to showcase your expertise in the field.  

2. Promote positive change 

By educating buyers about the benefits of green homes and working to increase the availability of eco-friendly properties, agents can play a vital role in driving positive change in the housing market. Here are a few steps agents can take to promote sustainability in their work: 

  • Encourage buyers to consider the environmental impact of a property when making their purchasing decisions. 

  • Advocate for policies and initiatives that support green building practices, such as tax incentives or building codes that encourage energy efficiency. 

  • Partner with local green organizations or participate in community initiatives aimed at promoting sustainability and reducing carbon footprints.  

3. Everyone benefits 

One other thing to consider when it comes to green real estate is the potential financial benefits. While there may be higher upfront costs associated with building or purchasing a sustainable home, there are often long-term savings for homeowners in terms of lower energy bills and maintenance costs. Green homes may have a higher resale value and can be more attractive to potential buyers who are interested in sustainability.  

  • Sustainability is no longer a luxury - it's a necessity. Buyers are looking for homes that not only meet their practical needs, but also align with their values and beliefs around sustainability and environmental responsibility.  

  • Highlighting eco-friendly features and certifications can add value to a property and set it apart from the competition.  

  • By staying informed about the latest trends and innovations in green real estate, agents can position themselves as experts in the field and gain a competitive edge.  

By tapping into the growing demand for sustainable housing, real estate agents can help to promote a more sustainable and environmentally responsible future. 

A greener future 

The demand for green homes is only expected to intensify, as more and more people become aware of the importance of sustainability and environmental protection. By staying informed about the latest green building practices and trends, real estate agents can position themselves as leaders in the industry and better serve their clients.  

Finally, it's important to remember that green real estate is not just about individual homes and buildings - it's also about the larger community and infrastructure. In addition to promoting green homes, agents can also advocate for sustainable urban planning and transportation, as well as initiatives that promote renewable energy and reduce waste. By taking a holistic approach to sustainability, we can work towards a more equitable, healthy, and resilient future for all.  

More about Properstar   

Properstar is a real estate platform that connects sellers and buyers through an extensive network of qualified agents since 2018.

We offer innovative solutions to facilitate, simplify, accelerate and secure your clients' real estate projects, whether with our tools, our expertise or our support service. We operate in 4 markets (France, Switzerland, Portugal and Spain) in Europe and the United States.

Properstar's parent company, ListGlobally (2012), is a global leader in publishing online listings and works with over 100 property portals in over 60 countries, enabling agencies and developers to reach an audience of over 200 million potential buyers and investors.

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