3 Myths that Hold Back Sustainable Investing

Sam Adams, CEO & Co-founder, Vert Asset Management

Note: The views expressed on these pages are the opinions of their respective author(s) only and do not necessarily reflect the views and opinions of UKSIF.

This website should not be taken as financial or investment advice or seen as an endorsement or recommendation of any particular company, investment or individual. While we have sought to ensure information on this site is correct, we do not accept liability for any errors.

 

3 Myths that Hold Back Sustainable Investing

Sam Adams, CEO & Co-founder, Vert Asset Management

When financial advisors think about sustainable investing, many picture complex frameworks or client conversations filled with hard questions. However, sustainable real estate investing can be simple, practical, and aligned with financial goals. Yet, misconceptions often hold advisors back from exploring this space.

At Vert, we’ve found that addressing these misunderstandings not only builds confidence for advisors but also helps them guide clients toward resilient, future-focused portfolios. Let’s look at three of the most common misconceptions.

Misconception 1: Sustainable buildings cost more and hurt returns
A frequent assumption is that “green” means “expensive,” both to build and to own. But research and real-world examples tell a different story.

• • Lower operating costs: Energy-efficient upgrades often cut utility bills significantly. The Empire State Building retrofit reduced energy use by 38% and achieved a payback in just three years.
• • Stable cash flows: Tenants increasingly prefer buildings with sustainability features, leading to higher occupancy rates and reduced turnover.
• • Stronger risk management: Green-certified buildings may help to reduce exposure to rising energy prices and other long-term risks.

For advisors, this means sustainable real estate isn’t about sacrificing returns for values—it’s about aligning financial performance with long-term stability.

Misconception 2: Sustainability in real estate is only about the “E”
While environmental factors like energy use and emissions are crucial, the “S” (social) and “G” (governance) dimensions matter just as much for investment outcomes.

• • Social factors: Walkability, transit access, and indoor air quality all influence tenant satisfaction and demand. Affordable housing or inclusive hiring policies can strengthen community resilience and reduce reputational risk.
• • Governance factors: Strong governance practices such as transparent reporting, clear sustainability goals, and engaged boards signal management quality, which investors increasingly value.

When talking to clients, advisors can highlight that sustainable real estate investing takes a holistic view, considering not just energy efficiency but also tenant well-being, community impact, and long-term governance.

Misconception 3: Real estate investors can’t move the needle on sustainability
Because real estate is fragmented across markets and property types, some assume change is impossible. But listed real estate investment trusts (REITs) own roughly 10% of U.S. commercial real estate, and they can scale improvements quickly.

• • Portfolio-wide impact: When a REIT finds an upgrade that adds value, they often roll it out across many buildings in their portfolio.
• • Efficiency incentives: Operational efficiencies that reduce expenses may contribute to larger dividend distributions.
• • Market leadership: Investors allocating to REITs that lead in sustainability are supporting companies setting new standards for resilience and competitiveness.

This isn’t niche stewardship, it’s mainstream, risk-adjusted portfolio construction.

Turning misconceptions into confident conversations

Oftentimes, the challenge for advisors isn’t a lack of interest; it’s uncertainty. By reframing misconceptions into clear talking points, you can help clients see sustainable real estate not as a compromise, but as a practical, profitable, and future-ready investment option.
At Vert, our goal is to make these conversations easier. We provide advisors with tools, resources, and investment solutions that bridge sustainability and real estate in a way that’s grounded in research and simple to explain.

Want to dig deeper? Our paper, Investing for Sustainability: Real Estate, explores the evidence behind sustainable real estate investing in more detail.

 

Note: Vert Asset Management is a sustainable real estate investment manager dedicated to helping financial advisors build resilient, future-ready portfolios. We connect institutional-quality investments with the long-term goals of clients, focusing on both financial returns and sustainability.

Investors should consult their investment professional prior to making an investment decision.

The views expressed on these pages are the opinions of their respective author(s) only and do not necessarily reflect the views and opinions of UKSIF.

This website should not be taken as financial or investment advice or seen as an endorsement or recommendation of any particular company, investment or individual. While we have sought to ensure information on this site is correct, we do not accept liability for any errors.