Radio, television, and print media all promote the advertisers claims of both improving the environment and at the same time the saving of money in the process. Unfortunately, it is often found that such claims have been more of a marketing ploy rather than an actual benefit. Such forms of advertising have taken on the term "Greenwashing". The term was coined by environmentalist Jay Westerveld of New York. He noted the cards in hotel rooms promoting the reuse of towels in order "to save the environment." Upon further inquiry and investigation he concluded that the actual savings were tied to increase profits of the hotel owners rather than serious attempts to improve the environment. Therefore, he coined the term "Greenwashing" as a modification of "white washing," which is normally associated with attempting to gloss over or cover up the truth. TerraChoice Environmental Marketing Inc. has itemized what they call the "Seven Sins of Greenwashing". Theses "Sins" explain the various approaches and fallacies many advertisers are utilizing in their attempt to convenience consumers to buy their products. Theses Seven Sins can be reviewed at www.sinsofgreenwashing.org or www.terrachoice.com. Such advertising has invaded all forms of product offerings from laundry detergent to residential building components.

Within the housing industry, consumer concerns continue to mount relating to the present and future projected cost of utilities. The strong dependence on fossil fuels, world depletion projections and increased consumer demands all drive the search for lower demand and alternate energy sources. While much of the research, development and promotion is already, and will continue to be, fueled by both the government as well as the private sector, changes are certain to continue.The real estate professional needs, at a minimum, to become aware of the energy saving features both available for new construction as well as renovation. The energy sensitive buyer well understands that long term energy savings means lower utility bills. The terms and acronyms such as SEER ratings, Low-E windows, Energy Star, HER and LEED will likely become the language of the real estate professional as much as the finance references to HUD, FHA or ARM. As with most broad-based changes of this magnitude, several variations or exclusions may exist within a given product. By example, the minimum SEER ratings for air conditioners apply to central units, however window units are not currently regulated. It currently appears the United States is fast moving toward the mandated energy rating of new homes based upon energy efficiency.  Much like energy star ratings and disclosures for the comparing of appliances, residential house energy ratings will provide the buying consumer the ability to compare the structures overall projected energy demands. Such energy efficiency disclosure laws are already in place and strongly enforced in certain other countries. Their laws, and the results of the implementation, may very well be serving as the model, which is currently being debated for creation of such within the United States.The National Association of REALTORS®, and others associated with the building trades, are continuing to monitor and work with Congress on such proposals or bills.

Both present and future changes will continue to place agents, appraisers, home inspectors and others working in the real estate field to stay knowledgeable to these changes and their impact on the properties they represent. It is now reported that the median age for houses in the United States is 30 years. Such older housing often does not have sufficient R-Rated insulation, has single pane windows, and is dependent upon both high energy consuming appliances as well as heating and air-conditioning components. Major upgrades of these properties may be required to maximize their sale potential and to keep abreast of the new required construction features forthcoming for the building industry.

From the forthcoming banning of incandescent light bulbs to the installing of waterless urinals, or the planting of shrubs or plants on the roof tops, the real estate and building industry is changing. It appears we will see more changes in the next few months than we have experienced in the past several years. The real estate professional tries to stay ahead of the curve. Change is not just coming. Much of it is already in place.

All residential building components which demand fossil fuels as a source for their energy will continue to be suspect for regulation and improved efficiency.

(This writing is the opinion of the author. Nothing herein constitutes legal advice. Anyone seeking legal advice is advised to seek out a competent attorney).