3.22 Selling Sustainable Homes with Wayne Beals

“I feel that we have this moral imperative from a business standpoint to preserve our markets. And so, as Realtors, we are advisors.  So we explain to our developers, we explain to our buyers, we explain to our sellers how to transact in a way that is most profitable for them. how the Code of Ethics really demands that we understand the products we sell and that we do a better job of representing these products.”  - Wayne Beals Wayne Beals is a managing broker at Beals Group of Exit Strategies and a fellow Green Realtor in Chicago. Wayne details his upbringing fixing old homes, sparking passion for buildings that led to careers in construction and real estate. Witnessing energy poverty drove focus to efficient housing. He now specializes in all-electric new construction, convinced gas infrastructure worsens problems, developing with partners seeking competitive edge in electrification. While some buyers eagerly seek green, others dismiss features until educated on health, comfort and cost benefits. Appraisals don't recognize value, hindering prices despite certification.  He believes that as advisors, realtors must explain sustainability impacts for clients' long term interests. While some resist, normalizing discussion introduces more to benefits, shifting perceptions over time for future-proofing markets.  Relying on early adopters, realtors can disrupt competitors by demanding high performance standards. Educating all parties grows receptive audiences. With moral duty to steward resources and public health, the industry must integrate sustainability for viable future operations.