The way you market green home features has an effect on how house hunters perceive them and whether they\u2019ll pay more for an eco-friendly property, according to new research by the National Association of Home Builders released last week during the 2019 International Builders\u2019 Show in Las Vegas. \u201cA green home marketed by its energy savings and as having good air quality are the two things that seem to resonate the most with home buyers,\u201d said Rose Quint, the NAHB\u2019s assistant vice president for survey research.<\/p>\n
Quint detailed findings on green home features from the NAHB\u2019s 2019 edition of \u201cWhat Home Buyers Really Want,\u201d based on a nationwide survey of 4,000 recent home buyers or those aspiring to own within the next three years. The findings show that buyers favor green over non-green options when given the choice, Quint said. The survey provided the following breakdown of consumer responses.<\/p>\n
GREEN CHOICE<\/strong><\/td>\n| % IN FAVOR<\/td>\n | NON-GREEN CHOICE<\/strong><\/td>\n | % IN FAVOR<\/strong>\u00a0<\/span><\/td>\n<\/tr>\n | Features and finishes made of more expensive materials that last longer.<\/span>\u00a0<\/span><\/td>\n | 74<\/span>\u00a0<\/span><\/td>\n | Features and finishes made of materials that cost less but need to be replaced more often.<\/span>\u00a0<\/span><\/td>\n | 26<\/span>\u00a0<\/span><\/td>\n<\/tr>\n | Low-maintenance landscaping, with plants that grow in the local climate with minimal watering, weeding, or mowing.<\/span>\u00a0<\/span><\/td>\n | 65<\/span>\u00a0<\/span><\/td>\n | Conventional landscaping, with a traditional lawn, tree shrubs, etc.<\/span>\u00a0<\/span><\/td>\n | 35<\/span>\u00a0<\/span><\/td>\n<\/tr>\n | Home oriented to make efficient use of the sun\u2019s energy for heating and cooling.<\/span>\u00a0<\/span><\/td>\n | 63<\/span>\u00a0<\/span><\/td>\n | Home oriented to optimize the attractiveness of the home as viewed from the street.<\/span>\u00a0<\/span><\/td>\n | 37<\/span>\u00a0<\/span><\/td>\n<\/tr>\n | A heating and cooling system designed to meet your current needs efficiently.<\/span>\u00a0<\/span><\/td>\n | 63<\/span>\u00a0<\/span><\/td>\n | A heating and cooling system larger than currently needed with some excess capacity for possible future needs.<\/span>\u00a0<\/span><\/td>\n | 37<\/span>\u00a0<\/span><\/td>\n<\/tr>\n | Narrower sidewalks and streets with more green space.<\/span>\u00a0<\/span><\/td>\n | 54<\/span>\u00a0<\/span><\/td>\n | Wider sidewalks and streets.<\/span>\u00a0<\/span><\/td>\n | 46<\/span>\u00a0<\/span><\/td>\n<\/tr>\n | Home on a continuous, interconnected street with more efficient traffic flow.<\/span>\u00a0<\/span><\/td>\n | 33<\/span>\u00a0<\/span><\/td>\n | Home on a\u00a0<\/span>cul<\/span>\u00a0de sac or other street design with limited traffic flow.<\/span>\u00a0<\/span><\/td>\n | 67<\/span>\u00a0<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n | HOW MUCH MORE WILL THEY PAY?<\/h2>\nWhile green features appear appealing, the question remains whether home shoppers would be willing to pay a premium for them. Sixty-eight percent of buyers say they want an environmentally friendly home, but they admit they aren\u2019t willing to pay more for it, according to the survey. \u201cHome buyers aren\u2019t as willing to open up their pocket books to help save the environment, but when you rephrase the question and talk about the savings that owning such a home would bring to them, then you get different responses,\u201d Quint said.<\/p>\n Case in point: When asked if they\u2019d be willing to pay more if they could save more on annual utility costs, buyers overwhelmingly say yes. For example, if they could save $1,000 per year on utilities, 46 percent of home buyers say they\u2019d then be willing to pay an extra $1,000 to $9,999 on a home with green features; 37 percent would pay $10,000 or more for that type of savings. That said, buyers purchasing homes in lower price brackets (less than $150,000) were the least willing to make an investment in green home features, the study shows.<\/p>\n Quint urged those in the housing industry to change their tone when promoting green homes. Most consumers are unfamiliar with green certification programs, such as LEED or HERS (24 percent and 22 percent, respectively). \u201cThat doesn\u2019t seem to resonate or turn as many hearts on to going green,\u201d Quint said. Instead, promote the money savings in utility bills that owners can gain from owning such a home, Quint said.<\/p>\n
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