Housing isn’t all doom and gloom, some are eco-friendly!
Extreme weather, the energy crisis and financial concerns should be considered when buying a house. However, Tim Foreman explains being fed negative news is counter-productive; evoking overwhelm in people wanting a more sustainable lifestyle.
For this reason, when it comes to marketing new homes, it is important to ensure that any campaign avoids cliches, and contains clear, positive messaging about the many environmental and money-saving benefits of buying a new home rather than an older property. Effective marketing of new homes, providing clear examples of how innovative eco-features can reduce outgoings and combat climate change, can help to redress the balance and create a sense of positivity and optimism about the future.
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. Not only will this help contribute towards the UK’s target of achieving net zero by 2050, but housebuilders already using new technologies to get ahead of national targets can also capitalise on the public’s desire to live in eco-friendly homes. With this in mind, it is important that the energy efficiency of new builds, together with information on cost savings and carbon footprint, are front and foremost within developers marketing strategy.
Research confirms that consumer demand for eco-friendly homes is high. A survey commissioned by LRG, one of the largest property services providers in the UK, found that almost three quarters (70%) of respondents nationwide would like their property to be more eco-friendly. Over half (56%) 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.
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, with D currently being the most common rating. The amount that households spend on energy is directly linked to energy efficiency and the difference between average annual bills for the highest EPC rated homes (A) and the lowest rated (G) amounts to thousands of pounds. It is therefore not surprising that 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 EPC rating, is very attractive.
Educating buyers on the benefits of reduced energy and water consumption, the potential to enhance health and wellbeing through the use of non-toxic materials and effective ventilation, decreased utility bills, and ultimately the potential for a higher resale value compared to an older home, can help to confirm that eco-friendly properties offer a smarter long-term investment.
When it comes to marketing the eco-features of new homes, information should be clear, accurate and backed up with data to prove the effectiveness and sustainable credentials of environmental initiatives. Guidance from Defra on green marketing includes the advice to only use images that relate directly to the benefits being claimed, and any logos or symbols are specific to the product they are officially certified for. It is vital that marketing messages contain plain, jargon-free language that can withstand scrutiny, as vague, false or misleading statements – often referred to as green washing – can easily tarnish a brand and create public distrust.
By contrast, an honest, transparent marketing campaign that highlights the unique energy-efficient features of a new build development can help to persuade homebuyers that their choice of purchase not only aligns with their values but is an affordable and worthwhile investment.
Tim Foreman has 30 years’ experience in the Land and New Homes sector and has worked for some of the industry’s best-known companies – such as The Berkeley Group, Laing Homes and Crest Nicholson. In his current role, he oversees the whole of Leaders Romans Group’s land and new homes business.
In related news:
Deputy prime minister pledges cladding will be fixed by 2029