Green housing options are not all doom and despair; they do indeed exist!
In an era where consumers are increasingly conscious of their environmental impact, the UK's new home market is adapting to meet the growing demand for sustainable living. Tim Foreman, who oversees the land and new homes business for the Leaders Romans Group, explains that this shift is crucial for those seeking a more sustainable lifestyle.
With over 30 years of experience in the Land and New Homes sector, Foreman has worked for renowned companies like The Berkeley Group, Laing Homes, and Crest Nicholson. He emphasises that negative news is counter-productive for those aiming for a greener lifestyle. Instead, educating buyers on the benefits of reduced energy and water consumption, improved health and wellbeing, decreased utility bills, and potentially higher resale value can help confirm that eco-friendly properties offer a smarter long-term investment.
Current eco-friendly marketing strategies for new homes in the UK focus on highlighting energy efficiency, renewable energy integration, and sustainable building materials. Key strategies include promoting decarbonisation features, retrofitting and a fabric-first approach, leveraging government funding and standards, utilising digital and social media marketing, and ensuring transparency and trust through certifications and digital product passports.
Decarbonisation features, such as air source heat pumps, solar photovoltaic (PV) systems, triple-glazed windows, and improved insulation, reduce energy consumption and carbon emissions by enhancing thermal efficiency and integrating renewable energy sources. Retrofitting programs improve the energy performance of existing homes, reducing emissions from the existing housing stock and complementing new home sales.
Marketing messages for eco-features of new homes should be clear, accurate, and backed up with data to prove the effectiveness and sustainable credentials of environmental initiatives. Many prospective house hunters are willing to pay more for a greener home, and the prospect of a new build that already has a high Energy Performance Certificate (EPC) rating is very attractive.
However, vague, false, or misleading statements in marketing messages, often referred to as green washing, can easily tarnish a brand and create public distrust. Effective marketing of new homes should avoid cliches and contain clear, positive messaging about environmental and money-saving benefits.
Current legislation, including the Future Homes Standard (FHS), aims to ensure that all new homes built from 2025 will produce 75-80% less carbon emissions than homes built under current building regulations. A recent study by Rightmove showed that at least 18 million homes, which is over half the UK's housing stock, have EPC ratings of D or below. The recovery of house prices is happening at the fastest rate in two years, and the deputy prime minister has pledged that cladding will be fixed by 2029.
Consumer demand for eco-friendly homes is high, with 70% of respondents nationwide wanting their property to be more eco-friendly. This trend is reflected in a Northeast development that has entered the final stage of construction, with many prospective house hunters expressing interest in its eco-friendly features. Over half (56%) of respondents said they would specifically seek out a property with eco-friendly qualities, while two-thirds (66%) confirmed they would choose a property with eco-friendly features to buy or rent, over one without.
In sum, UK new home marketing integrates technological improvements and consumer engagement to align with the national goal of carbon zero by 2050, simultaneously supporting government initiatives and evolving consumer preferences towards sustainable living.
- Tim Foreman, an experienced professional in the Land and New Homes sector, stresses the importance of promoting sustainable living features in new homes, citing benefits such as reduced energy and water consumption, improved health and wellbeing, lower utility bills, and potentially higher resale value.
- Current eco-friendly marketing strategies for new homes in the UK focus on energy efficiency, renewable energy integration, and sustainable building materials, and include promoting decarbonisation features, retrofitting and a fabric-first approach, leveraging government funding and standards, utilising digital and social media marketing, and ensuring transparency and trust through certifications and digital product passports.
- Effective marketing of new homes should avoid vague, false, or misleading statements, often referred to as greenwashing, and should instead provide clear, accurate, and data-backed messaging about environmental and financial benefits.
- Consumer demand for eco-friendly homes is increasing, with a recent study showing that 70% of respondents nationwide want their property to be more eco-friendly, and over half (56%) would specifically seek out a property with eco-friendly qualities.
- The recovery of house prices is happening at the fastest rate in two years, and with the UK's government initiatives like the Future Homes Standard (FHS), which aims to reduce carbon emissions in new homes by 75-80% by 2025, the housing market and real-estate industry are aligning themselves with the national goal of carbon zero by 2050.
