With a deep background in construction, design, and architecture, Luca Calaraili has a unique perspective on the intersection of physical spaces and technological innovation. He joins us today to unpack a fascinating paradox highlighted in a recent National Association of Realtors survey: while tenants are increasingly demanding sustainable features, the commercial real estate agents who broker these deals often lack the data and training to effectively market them. We’ll explore why this knowledge gap exists, how agents can reframe sustainability as a direct business advantage for their clients, and what it will take to move green features from a niche talking point to a core component of property valuation.
The survey notes a major disconnect: only 13% of commercial information exchanges have green data fields, yet over half of agents with access use them. Beyond adding fields, what practical steps can brokerages take to help agents effectively market these features and track their impact on sales?
It’s a classic case of the tools not matching the ambition. That 54% usage rate on the rare platforms that have the data tells you everything—agents are hungry for this information. But just adding a checkbox for “LEED Certified” isn’t enough. Brokerages need to build a supportive ecosystem around that data. This means creating practical training that goes beyond defining acronyms and gets into a real-world sales narrative. Imagine providing agents with case studies of local green buildings, showing their actual utility savings or lower tenant turnover rates. The next step is for brokerages to create their own internal dashboards to track performance. By analyzing the sale price per square foot and days on market for their own green listings versus conventional ones, they can arm their agents with proprietary data that proves the value proposition. It’s about turning a vague concept into a tangible, marketable asset that agents can confidently present.
With 52% of agents reporting they never work with sustainable buildings, what are the most critical first steps for an agent to get educated on these properties, and how can they best communicate the value of features like improved air quality to clients focused on hard costs?
That 52% figure is startling, but it also represents a huge opportunity for differentiation in the market. The first step for an agent isn’t to become a building engineer, but to become a fluent translator. Start by focusing on the client’s biggest pain points, which the survey clearly states are utility and operational costs. An agent can begin by learning how to connect specific features to those costs. For instance, when you learn that a building has energy-efficient windows, you don’t just mention the feature; you frame it as a solution: “This will translate to lower heating and cooling bills and create a more comfortable environment for your employees, reducing complaints.” For something as seemingly abstract as indoor air quality, which 26% of clients ask about, you translate it directly to the bottom line. You can say, “Superior air filtration systems have been shown to reduce employee sick days and improve cognitive function. This isn’t just about comfort; it’s a direct investment in your team’s productivity.” It’s about shifting from listing features to solving business problems.
The report shows that while 55% of agents see value in promoting sustainability, only 30% believe it boosts property valuation. Based on your experience, what specific metrics or talking points can convince a skeptical client or agent that green certifications directly translate to higher returns?
This is the core of the issue, and the skepticism is understandable because we’ve been trained to look only at the initial sale price. The key is to shift the conversation from a property’s price to its long-term performance and total cost of ownership. The 30% who are skeptical are missing the bigger picture. I advise agents to focus on three areas. First, operational savings. Point out that lower utility costs, which 32% of clients prioritize, drop directly to the net operating income, which in turn increases the building’s valuation. Second, talk about risk mitigation. A building designed to handle extreme weather or that meets future energy codes is a safer long-term investment. It’s “future-proofed” against costly retrofits and rising insurance premiums. Finally, there’s tenant attraction and retention. High-performance buildings attract high-quality tenants who tend to stay longer. This means less vacancy loss and more stable cash flow, which is a powerful argument for any investor who’s looking beyond a quick flip.
According to the survey, tenants are most interested in utility costs, indoor air quality, and efficient windows. Can you walk me through how an agent should frame these features not just as “green,” but as direct solutions that improve a business’s bottom line and employee well-being?
Absolutely. This is where a great agent becomes a strategic advisor. Let’s create a narrative around those top three features. When discussing utility costs, an agent shouldn’t just say, “This building has efficient lighting.” They should say, “The advanced lighting and HVAC systems in this space are designed to significantly reduce your operational expenditures. Think of that as extra capital you can allocate to talent or growth each year.” When the conversation turns to indoor air quality, you connect it to the modern workplace. You might say, “In a competitive job market, this office becomes a tool for talent retention. The enhanced air quality isn’t just a health benefit; it’s a statement that you value your team’s well-being and peak performance.” For efficient windows, you make it personal and tangible. “These windows do more than lower your energy bills. They flood the space with natural light and eliminate cold spots, creating an environment where your team feels energized and comfortable all day long.” In every case, the feature is just the starting point; the real value is in the business outcome it enables.
What is your forecast for the future of sustainability in commercial real estate?
I believe we’re at a tipping point where sustainability will shift from a marketing angle to a fundamental aspect of asset valuation, as critical as location or square footage. The data gap identified in the NAR survey will close rapidly as technology makes building performance easier to track and benchmark. Within the next five to ten years, a building’s energy consumption, carbon footprint, and wellness features will be standard fields in every commercial information exchange. The agents who are part of that 52% who currently don’t engage with these properties will find themselves at a significant disadvantage. The market leaders of tomorrow will be the ones who are educating themselves and their clients today, mastering the language of performance and proving that a truly valuable building is one that is efficient, resilient, and healthy.
