Energy Efficiency and Indoor Air Quality Top Buyers' Green Preferences

When buyers think of a green home, they think of features that will save energy and improve the quality of the air in the home, according survey results released by NAHB at the International Builders’ Show in Las Vegas. NAHB surveyed nearly 4,000 home buyers, both recent and prospective, on the types of features they prefer to have in their home, including eco-friendly components and designs.

To achieve their energy efficiency goals, buyers would most like to have windows and appliances rated ENERGY STAR, efficient lighting (using less energy than traditional bulbs), and insulation higher than required by code. More than half of home buyers also find these indoor air quality features essential or desirable: a home dehumidification system, an electronic air cleaner and low volatile organic compound (VOC) materials.

“It’s confirmation that the most attractive green features for home buyers are those that help them save money on energy costs as well as those that improve the air quality inside their homes,” stated Rose Quint, AVP of survey research at NAHB.

A roof partially or completely covered by plants is the least appealing green feature, as only 24% of buyers would want the feature on their next home. Many home buyers are simply indifferent toward other green features, such as roof-mounted wind turbines, rainwater collection systems and recycled material or prefabricated building components.

Consumers are attracted to the cost savings green features provide. Nearly half of home buyers are willing to invest between $1,000 and $9,999 for $1,000 annual savings on their utility bills, with 37% willing to spend upward of $10,000. The average amount increases based on the price of the home, ranging from $6,653 for homes priced under $150,000 to $10,560 for homes valued at $500,000 or more.

Survey findings also show that most home buyers would prefer a number of green options versus the non-green alternative: 74% would rather have features and finishes made of more expensive materials that last longer versus 26% who would prefer them to be made of cheaper materials that need to be replaced more often. Similarly, 65% would opt for low-maintenance landscaping versus 35% who prefer a conventional lawn.

Details on additional home preferences, including smart-home technology features, are included in NAHB’s full 300-page report, What Home Buyers Really Want (2019 edition).

For more information about NAHB’s sustainable and green building programs, contact Program Manager Michelle Diller.

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