It’s no secret that corporations – and the agencies that market them – have grown wise to the increased public concern about environmental issues. At a time when many market sectors are hurting, businesses of all types are trying to catch some of the momentum in the so-called green economy.

With good reason – green products are among the fastest growing segments in the market and present a huge potential for growth.

While its important to read product labels carefully to make sure you’re getting a truly green product, the stakes are significantly higher when it comes to investing in a house or condo. You need to look closer, ask questions, and, perhaps most importantly, not be satisfied by the marketing pitch.

Many condo developments are choosing a green palette for their brochures, perhaps a leaf logo or a trendy logo like ‘the future is blooming.’ They might even go so far as to claim their building is LEED certified.

But buyer beware: true LEED certification takes years. And good – albeit green – intentions are not good enough. While some developments can become certified before the structure is ready to shelter inhabitants, this can only occur when the green features have already been installed.

In short, if the builder is counting on high-performance windows and Energy Star appliances for LEED points, they will not reach true LEED status for months, if not years, after completing the project.

If this wasn’t confusing enough, the United States Green Building Council (USGBC) recently developed LEED pre-certification. This allows the builder to tally up the LEED accreditation it expects to achieve before the project even breaks ground. But things don’t always go as planned, and great expectations aren’t always achieved.

However, the pre-certification status does allow developers to more accurately advertise their green intentions.

If you are shopping around for a LEED certified condo, or are a business owner looking to ensure your new office is truly green, contact the USGBC. If the building is in the process of becoming certified but has not yet received its plaque, it will be listed as ‘registered.’ Buildings that have passed the test will be listed as certified.