(Article feed from google reader to this blog)
Ecofriendly Real Estate Practices Minus The Greenwash: "Part of being “green” means making some thoughtful decisions. As an EcoBroker, I find that clients often say they want to be green because they have a romanticized view of what this entails, aptly named greenwashing.
The reality is that they are usually not sure what it really means. In many cases, they find that going [...]
3 comments:
I will say that my first reaction to the word "ecobroker" was that it sounded like hogwash. Reading the list of services in the article you linked to sounded like it was a useful service and a good way for a real estate broker to differentiate themself, but the word "broker" in "ecobroker" has such negative connotations that it overwhelmed the word eco (which is somewhat overused anyhow).
Maybe someday it will be a brand word that has some positive meaning, but right now I'm not sure it is effective.
I agree with Christopher that there are some positives to the list from the article, however, using "Eco" nowadays seems to be the shortcut to greenwashing.
Personally, I think it would be more effective with a better branding effort and call it something else.
I think those of us that know what "sustainability" is should be find it a bit offensive. But we are not in the majority. Why not label it if that is what it is and call be to challenged. That conversation could really pull you in some new clients.
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