As the real estate industry shifts toward better inclusion of home performance and energy efficiency information in transactions, real estate professionals have a critical role to play in driving market transformation. Craig Foley is a leading national voice on sustainability in real estate and the chief sustainability officer for LAER Realty Partners.
With his background in real estate and energy management, Craig brings a unique perspective to the conversation about high-performance home features, sustainable energy solutions, and how the industry can be part of the solution.
Here’s a closer look at Craig's thoughts on the evolving role of real estate agents, the challenges they face, and how they can lead the energy efficiency movement.
How do you see the role of real estate agents evolving in promoting energy-efficient home features in the housing market? What opportunities do you think exist for agents to lead in market transformation?
According to Craig, real estate professionals have a unique opportunity to offer added value to their clients by being knowledgeable about energy-efficient home features like heat pumps and solar power.
"Advances in building science, technology, and federal and state tax incentives and rebates have exploded over the last decade," Craig explained. "I am finding that real estate pros are more open to understanding there is a value add to their clients if they are savvy about these new technologies."
Real estate professionals who understand high-performance home features can serve as trusted advisors to consumers navigating the increasingly common landscape of energy-efficient home features.
What challenges do you face when discussing the value of energy efficiency upgrades with homebuyers and sellers? How could partnerships with organizations focused on energy efficiency help address these challenges?
One of the biggest hurdles Craig has encountered is the lack of education among real estate professionals regarding the valuation of energy-efficient home features. Many agents still believe that appraisers don’t recognize the value of high-performance features, which perpetuates myths that can slow market transformation.
"The biggest challenge I face is due to the fact that so many real estate pros don't understand that there is a distinct valuation process for homes with significant high-performance features," Craig said. "Realtors that aren't trained and competent in this part of the market pass along many myths to consumers that are just not true."
To overcome these challenges, Craig believes partnerships with energy efficiency organizations can play a key role in providing resources, particularly funding for Realtor education. But the education, he emphasizes, must come from within the real estate industry.
"It's incredibly important that the education be delivered by other real estate professionals," he noted. "The message must be delivered by people that speak real estate fluently."
From your perspective, what strategies or incentives would be most effective in encouraging more real estate professionals to prioritize and advocate for high-performance, energy-efficient home features?
Craig advocates for real estate agents to rethink their relationship with clients beyond the point of sale. He sees a great opportunity for agents to continue their trusted advisor role by guiding homeowners on how to make their homes more energy-efficient, healthy, and resilient to climate risks.
"Is there a way for real estate pros to continue their trusted relationship with their client after the closing and be incentivized to guide clients to make their homes more healthy, more comfortable, more safe from extreme weather events, and lower their operating costs?" Craig asked. "This kind of engagement is so much richer than sending the clients a Red Sox calendar annually and hoping they remember you when they go to sell."
By fostering long-term relationships with their clients, real estate agents can provide ongoing value and help drive the adoption of energy-efficient home features, positioning themselves as leaders in a new era of sustainable real estate.
Join Us for the Full Discussion
Craig Foley’s insights are just the beginning. To dive deeper into the critical role real estate professionals play in promoting energy efficiency, join us for our upcoming webinar: Partnering with Real Estate for Market Transformation.
This webinar will explore the challenges agents face in explaining high-performance home features, the need for certifications, and strategies for incorporating energy efficiency into property valuation and marketing. You’ll also hear about how agents can bridge knowledge gaps during the home-buying process and foster collaboration among industry stakeholders to support accurate valuation and transparency.
Don’t miss this opportunity to gain valuable knowledge from leaders in the field and learn how to make a positive impact in your market. Register Now!
