Protecting the environment and cutting down on waste are important issues that concern us all and real estate agents are proving to be as active and innovative in tackling green concerns as any other industry.
By HELEN HULL, Real Estate Institute of NSW Journal, April 2011
Dealing on a daily basis with homeowners and tenants, First National Real Estate recognised there was an opportunity for its agents to play an influential role in helping Australians reduce their energy consumption.
An Energy Efficiency Kit which gave every agency in the network the resources they needed to help customers, a strategy for the reduction of energy consumption in their own businesses, and the opportunity to support Greening Australia was created by First National Real Estate National Strategy Manager Australasia Jason Verstak.
The kit was delivered to more than 450 member offices nationally and was backed by an ongoing strategy of internal communications to raise awareness and share the initiatives of individual network members around the nation.
Stewart Bunn, First National Real Estate National Communications Manager, says the initiatives, launched at the network’s 2009 National Convention by respected environmentalist Rob Gell, saw members receive education about the need for behavioural change, methods for change and the tools to effect those changes in their businesses and the community.
“To underline the commitment to change, the 2009 National Convention held in New Zealand, was paperless and members were issued with lanyards housing USB flash drives with which to collect information from trade displays and the networks suppliers,” Stewart says.
The network also donated $22,000 to Greening Australia to further the rehabilitation of vast tracts of the Australian landscape.
“At a corporate level, member communications became exclusively electronic and where hard copy documents were essential, only recycled paper was permissible,” Stewart says.
“We also encouraged our agents to implement proprietary systems that automatically build customer databases online, enable agents to start and build customer relationships through more effective service relationships, and completely eliminate the need for conventional door knocking, letterbox drops and, technically speaking, even newsprint advertising.”
The network this year introduced national and state awards to recognise offices that have reduced their carbon footprint, with winners of the state awards in line for the First National Energy Efficiency Agency of the Year.
In May, First National will also announce a new energy program in partnership with an energy distributor.
Stewart says the cooperative is also encouraging property managers to help tenants and landlords reduce their energy consumption by educating them about how minor renovations and investments in their property can make a difference.
“Few other professions have the capacity to influence behavioural change in the way agents can,” Stewart adds.
“Customers frequently discuss renovation plans, asking the advice of agents about where their investments will generate the greatest return. This presents agents with the chance to discuss energy efficiency measures that buyers value greatly.”
Developing environmentally
Andrew Finlayson, Managing Director of the Carrington Group, has taken the approach a step further by developing environmentally-friendly residential properties that the Group’s sales agents have taken to market.
“Over the years we have added to the green components we have in our developments,” says Andrew.
“More purchasers are asking questions about waste and the environment and the market is dictating that we go green.”
Andrew says that although the benefits as a developer are not huge, due to the additional capital needed to create the green infrastructure, there is substantial demand from buyers.
“They want to do the right thing for the environment and so do we.”
Every apartment in Carrington Group’s The Lainsborough development at Turramurra has been fitted with its own dedicated solar hot water system consisting of a solar collector and hot water storage tank.
The 36 apartments over two buildings have been pre-wired for the installation of a 1kW photovoltaic solar electric system and smart meters to allow apartment owners to sell electricity back into the grid.
“The systems installed have the potential to produce significant ongoing savings for the occupants of Lainsborough, while also retaining the flexibility for the systems to be individually updated as solar technology improves,” Andrew says.
At The Lainsborough, the Carrington Group has replaced incandescent lights, that generate heat and use excessive amounts of electricity, with various innovative forms of fluorescent lighting.
“Fluorescent lights generate up to four times as much light for the same amount of electricity, thus cutting the electricity required to light the apartments,” says Andrew.
“Every apartment in the development also has the infrastructure installed to accommodate the installation of an energy-efficient gas fireplace heater within the apartment.
“We also collect the rainwater and have 60,000 litres of water in the basement which is used to irrigate the gardens and for dual flush toilets. Each apartment has low flow shower heads and taps which have substantial water savings.”
Green education
With the rise of developments like The Lainsborough, agents are taking it upon themselves to better understand the value of green properties by educating themselves with courses through the Green Building Council.
Jenine Cranston, CB Richard Ellis Senior Director Office Services, was one of the first agents in the country to boost her sustainability credentials when she and members of the CBRE leasing team earned Green Star Accreditation two years ago.
The program, which can be taken as part of the REINSW Continuing Professional Development, is designed to equip professions across a range of industries with advanced knowledge, expertise and competency of the Green Star environmental rating system. The Green Building Council also offers a Green Star Associate level.
“We became accredited professionals in 2009 and since then have become Green Star Associates,” explains Jenine. “At the heart of it, it makes commercial sense to get educated on what is going on at the green building council because I think building owners are more willing to use agents who understand green star building ratings rather than someone who has no idea about the efficiencies of the building.
Jenine says the green move has also affected the type of agent the firm is recruiting.
“We are hiring people who are of a like mind and there is the encouragement that they do the course.”
Jenine notes that an accredited professional undertakes 30 hours of training every two years, while as an associate it is 15 hours every two years.
“We felt the associate level is more appropriate as we don’t need to have the same technical knowledge as other professions but we haven’t lost the knowledge that we learnt as accredited professionals.”
Jenine says agents are now continuing to boost their green knowledge by undertaking a green interiors and internal fit-out course.
She says this course, along with being a Green Star Associate, has made her better equipped to explain to future tenants the benefits of green buildings.
“Employers are beginning to recognise that environmentally sustainable offices provide tangible benefits and can play a role in the attraction and retention of staff.
“We can leverage those elements in the leasing campaign and there is also a slice of personal philosophy to get the whole team of eight onboard which is reasonably significant.”
Following the competition of the Green Building Council’s program Jenine was responsible for a major lease of over 6,000 sqm at 39 Hunter Street, Sydney — the first heritage building in Australia to win a six star green star rating and the former home of Perpetual Trustees.
“All of our clients are now in some way green – the big brands including AMP, Colonial First State, Investa, Stockland have all realised they have to be market leaders in the green space,“ Jenine says.
As the environment continues to be a focus for those inside and outside the property industry, real estate agents will continue to develop programs and incentives for there staff. These agents show it’s easy to implement initiatives around the office and in the broader community. It’s simple to create your own program to help reduce cost to the business and to the environment. You can make a difference.
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First National Real Estate (FNRE) has criticised industry representatives who have said in recent media reports that the property industry would support moves to replace stamp duties with a broadening land tax or any other tax.
