The ‘green factor’ has climbed into the top three on the list of criteria that people would set for buying a new home, now overtaking a list of more traditional benefits such as convenient location and general value-for-money.

“People now increasingly understand that almost all new homes are built to the latest mainstream environmental standards and are vastly more energy-efficient, and therefore generally much cheaper to run, than second-hand homes,” said David Pretty CBE, Chairman of the New Homes Marketing Board (NHMB). “In fact, just last year the National Energy Service confirmed that new homes are already 60 per cent more efficient than older ones, and are improving all the time as we move towards zero-carbon over the next few years.

“This survey shows that this is exactly what people want and expect from a new home. We have been saying for some years that new homes are already ‘green’ homes – certainly the greenest that you can go out and buy from the open market at any one time. That message is getting through more strongly than ever.”

The NHMB’s YouGov survey asked respondents to select features they considered most important if they were buying a newly-built home. At 41 per cent, the category combining energy efficiency and high environmental standards was the third most important attribute chosen.

The highest, at 53 per cent, was provision of a garden or outdoor space, and second (47 per cent) was a garage or private off-street parking.
Energy-efficiency rockets up the ‘green’ agenda/2

Other high-scoring categories were overall value-for-money (33 per cent) and the fully-fitted contemporary kitchens and bathrooms that invariably come as standard in new homes (31 per cent).

Respondents also liked the fact that new homebuilders often provide financial incentives such as help with deposits and Stamp Duty (19 per cent) and build in convenient locations (16 per cent).

“In these other categories there are no real surprises as many of the favoured attributes and benefits of new homes feature regularly in homebuilders’ customer surveys,” said David Pretty. “However, while we are well aware that environmental issues have been climbing steadily up the public agenda for some time, this is the first time they have climbed close to the top of the rankings.

“People who care about energy efficiency, the size of their utility bills and things like responsibly-sourced materials are increasingly inclined to buy new – and that’s good both for the environment and the housebuilding industry.”

He added: “The survey indirectly raises questions about the cost of ‘greening’ new homes, how much of a premium buyers are prepared to pay towards this and how much banks and building societies are prepared to lend against such features. That said, it’s a very positive and encouraging trend that people really want to be environment-friendly.” 

END

For media enquiries contact Bob Barlow on 01440 783636 or 07860 429073 or bob.barlow@rbc-pr.com

Notes to editors:

1. All figures, unless otherwise stated, are from YouGov Plc.  Total sample size was 2306 adults. Fieldwork was undertaken between 22nd – 26th May 2009.  The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).

2. Detailed YouGov survey results, including breakdowns by region and socio-economic grading can be found here

3. The New Homes Marketing Board (NHMB) was established in 1982 by the Home Builders’ Federation (HBF) to promote the need for new housing to the general public and raise awareness of the benefits of new homes. The NHMB is supported by HBF members and the majority of home builders registered with the National House Building Council, as well as material producers, suppliers, and associated industries. See www.nhmb.co.uk

4. David Pretty has for many years campaigned to highlight the plight of first-time buyers and the causes of the housing shortage. He was CEO of Barratt Developments PLC until October 2006, and was made a CBE for services to house building In the Queen's Birthday Honours List 2007.  He is a Director of the Home Builders Federation (HBF), Chairman of the New Homes Marketing Board, a trustee of The Prince’s Regeneration Trust and an appeal board member of Shelter, the homelessness charity.  He contributes regularly to trade publications and is an occasional advisor to Government and financial institutions on housing issues. Most recently he jointly headed the Killian-Pretty Review into the planning applications process, which reported at the end of 2008.