Eco-friendly housing offers a brighter outlook amidst the housing scene!

Eco-friendly housing offers a brighter outlook amidst the housing scene!

In the United Kingdom, a significant number of homes – over 18 million – have Energy Performance Certificate (EPC) ratings of D or below, with D being the most common rating [1]. This means that these homes are less energy efficient, leading to higher energy bills for households. However, the situation is changing, as the demand for eco-friendly homes is on the rise.

According to a survey by LRG, 70% of respondents expressed interest in a more eco-friendly property, and over half (56%) would specifically seek out a property with eco-friendly qualities [2]. Two-thirds (66%) confirmed they would choose a property with eco-friendly features to buy or rent, over one without [2]. This growing consumer interest is not just a passing trend; it's a clear indication that eco-friendly properties offer a smarter long-term investment.

Tim Foreman, who oversees the land and new homes business for Leaders Romans Group, agrees. He argues that the benefits of reduced energy and water consumption, improved health and wellbeing, decreased utility bills, and a potentially higher resale value make eco-friendly properties an attractive choice for many prospective house hunters [3]. Many are willing to pay more for a greener home, and the prospect of a new build that already has a high EPC rating, is very attractive [3].

Effective marketing of new homes can highlight these benefits by emphasizing key advantages such as significant energy savings, reduced carbon footprints, improved indoor air quality, and long-term cost savings on utilities and maintenance [1][3]. Marketing strategies can showcase features like passive house design elements, the use of sustainable and non-toxic materials, and renewable energy integrations such as photovoltaic solar panels.

The Future Homes Standard (FHS) is playing a pivotal role in this trend. This regulatory framework aims to ensure that all new homes built from 2025 will produce 75-80% less carbon emissions than homes built under current building regulations [4]. The FHS mandates incremental efficiency improvements and the installation of low-carbon heating systems in new residential buildings, accelerating the shift from traditional fossil fuel-based designs toward zero-carbon-ready homes [4].

This standard increases market demand for eco-friendly homes, providing builders and marketers with a clear benchmark to promote the superior environmental and financial credentials of new builds compliant with the FHS [5]. By tying these regulatory backdrops with tangible environmental benefits and cost savings, marketing can effectively persuade buyers to choose new eco-friendly homes over older, less efficient properties [1][3][5].

Tim Foreman, with 30 years of experience in the Land and New Homes sector, has worked for notable companies such as The Berkeley Group, Laing Homes, and Crest Nicholson [6]. He argues that negative news about extreme weather, energy crisis, and financial concerns should not be the primary focus when marketing new homes. Instead, the focus should be on the benefits of choosing eco-friendly properties over older ones [3].

House prices are recovering at the fastest rate in two years [7]. With the right marketing strategies, the housing market can move towards sustainability as a norm rather than an optional feature, making eco-friendly homes more mainstream and financially attractive.

Sources: [1] Leaders Romans Group. (2021). EPC Ratings: What Do They Mean and Why Are They Important? [2] LRG. (2021). Sustainable Living: The Future of UK Housing. [3] Leaders Romans Group. (2021). The Future of Sustainable Housing: A Conversation with Tim Foreman. [4] UK Government. (2020). The Future Homes Standard: Consultation Response. [5] UK Government. (2021). The Future Homes Standard: Implementation Plan. [6] Leaders Romans Group. (2021). About Tim Foreman. [7] Nationwide. (2021). UK House Prices Up by 10.9% in the Year to June 2021.

1. In light of the growing interest in eco-friendly properties among consumers, effective marketing strategies should emphasize key advantages such as energy savings, reduced carbon footprints, improved air quality, and long-term cost savings on utilities and maintenance.
2. The Future Homes Standard (FHS), which requires all new homes built from 2025 to produce 75-80% less carbon emissions than current regulations, increases the demand for eco-friendly homes and offers a clear benchmark for builders and marketers to promote the environmental and financial credentials of new builds compliant with the FHS.
3. According to Tim Foreman, a veteran in the Land and New Homes sector with experience at companies like The Berkeley Group, Laing Homes, and Crest Nicholson, the focus should be on the benefits of choosing eco-friendly properties over older ones, rather than negative news about extreme weather, energy crisis, and financial concerns.
4. With the right marketing strategies, the housing market can move toward sustainability as a norm, making eco-friendly homes more mainstream and financially attractive, as demonstrated by the current housing market recovery at the fastest rate in two years.
5. Over 18 million homes in the United Kingdom have Energy Performance Certificate (EPC) ratings of D or below, leading to higher energy bills and less desirability in the current housing-market and real-estate trend that favors sustainable living and eco-friendly properties.

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