“A green home isn’t about landscaped yards or inviting outdoor spaces,” says Sarah Cole, board chair for the Greater Milwaukee Association of REALTORS^® (GMAR). “What it means is that investments have been made in the property to make it consume less energy and run more efficiently.”

In fact, REALTORS^® say there’s growing interest in homes with green features.

In its 2023 REALTORS^® and Sustainability Report, the National Association of REALTORS^® (NAR) found that 50% of survey respondents have been directly involved with a property with green features – either on the buying or selling side. And, nearly half said that consumers are interested in sustainability.

Why Green Matters

Susan Campbell, a REALTOR^® with Shorewest/Mequon who holds special GREEN certification, says it’s helpful to think of a home like a new car. “A buyer for a new car looks at the MPG. So, whether buying or selling a home, noting how well it performs should always be considered,” she says.

Energy efficiency is a key area that impacts a home’s performance and can improve marketability, according to Campbell.

REALTORS^® across the country agree – 63% of respondents in NAR’s survey said home listings that promoted energy efficiency were very or somewhat valuable.

Features of a Green Home

According to Beth Jaworski, a REALTOR^® with Shorewest Elmbrook/Wauwatosa who also holds the NAR GREEN certification, well maintained heating and cooling systems, quality insulation, smart thermostats and energy-efficient water heaters and appliances are key features of a green home.

“Solar panels, which are gaining popularity, provide significant savings because they generate electricity for a home but they can initially be costly, depending on the number of panels installed and which manufacturer is used,” says Jaworski.

Still, 34% of NAR survey respondents said solar panels increased the property’s perceived value.

Climate Considerations

Climate change factors are also connected to greening a home. A recent study from Zillow found that homes with features that protect against climate-related disasters can sell for up to 2.4% more than those that don’t.

“As warmer temperatures become more common, homeowners want to ensure their home cools efficiently and comfortably,” says Campbell. “Wildfire smoke that blows into Wisconsin from out West or Canada can also negatively impact air quality in the home. Homeowners can invest in well-sealed windows and doors, as well as energy-efficient air purification systems, to keep indoor air comfortable and healthy.”

Buying and Selling a Green Home

Making sure homebuyers know about a home’s green features starts with an accurate listing.

MLS listings in Wisconsin have eight fields devoted to green features. Sellers can work with their REALTOR to make sure each relevant field is complete so green conscious buyers can find a home that fits their needs. Listing descriptions include windows, solar panels, smart thermostats and other energy-efficient elements.

Plug into Green Resources

Homeowners can take advantage of several resources to improve their home’s energy efficiency and differentiate themselves in the market.

FOCUS ON ENERGY^® is a Wisconsin program that partners with the state’s electric and natural gas utilities to provide resources, incentives and rebates.

A full listing of energy-efficient measures and related rebates and incentives available to homeowners through the federal Inflation Reduction Act can be found at focusongergy.com. The website also provides information on how to have a home energy assessment completed so homeowners can make an action plan based on priority areas.

In addition, new homeowners are eligible to receive an exclusive packet from Focus on Energy and their REALTOR^®. The kit includes:

• A reimbursement voucher for $125 off a system tune-up (furnace, air conditioner, boiler, or heat pump) or a program-qualified smart thermostat.
• A Home Maintenance and Energy Guide
• Tips for taking advantage of Focus on Energy’s many rebates and resources

A GREEN Certified REALTOR^® Can Help

REALTORS^® with a GREEN designation from the NAR are another source of information about energy efficiency, tax credits, green certifications and home health. Through specialized training and access to the latest green resources, they help homebuyers and sellers understand the value of a home’s green features.

They can explain:

• how solar panels impact a transaction
• lending options for energy upgrades or solar installations
• valuation of solar panels on homes

“Finding a GREEN certified REALTOR^® is easy,” says Campbell. “Most REALTORS will include the GREEN designation in their contact information or on their website. A simple Google search for green realtor will bring up NAR’s online directory which is searchable by state.”

A greener home saves homeowners money and investments in improvements usually pay off when it’s time to sell.

The REALTOR^® Advantage

A REALTOR is a member of the National Association of REALTORS^®, is committed to a Code of Ethics and has the expertise to find the right home for everyone. Look for the “R” to determine if your agent is a REALTOR^®.

Locally, the Greater Milwaukee Association of REALTORS^® is a 5,500-member strong professional organization dedicated to providing information, services and products to help REALTOR^® help their clients buy and sell real estate. Visit gmar.com for more information.