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Over 80% of homebuyers willing to pay premium to 'go green'

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Over 80% of homebuyers willing to pay premium to 'go green'

A new survey of homebuyers has revealed that 82% are willing to pay more for an environmentally friendly home.

In a bid to discover what makes its homebuyers tick, national housebuilder Redrow Homes surveyed 1,730 people to find out their views on going greener and the factors that influence their choice of home.

Participants ranked lower energy bills as more important than a garden, parking space, amenities, external appeal/design of home, and fittings and appliances, when choosing a home and more than a quarter were willing to pay at least a 6% premium for a home with sustainable features.

The research has challenged the long-held claim that consumer demand for greener living is limited.

78% agreed the purchase of a sustainable home was likely to have a positive environmental impact and more than two thirds believed that 'significant others' in their lives would approve of the decision to opt for a greener home.

Redrow Homes' sustainability manager Nicola Johansen, said: “Our findings challenge the long-claimed, but previously under-researched, belief that there is limited customer demand for sustainable homes.

As a responsible business, reducing the carbon footprint of our developments is a priority. However, we also recognise it's important to listen to our customers so we can build the homes they really want to live in and help them to make a lifestyle change for the better. This research helps us to fully appreciate what purchasers are looking for from their home and their homebuilder.”


The study also highlighted some areas where homebuilders can help their customers by providing more information about the eco credentials of properties that are already on the market.

While the majority of homebuyers were confident an 'eco-home' would save them money (65%) and that it would be a more comfortable home (62%), a quarter indicated they thought it would be difficult or very difficult to buy such a home and almost half of respondents weren't confident of how sustainability features work.

Nicola added: “This helps us build on our knowledge of what our customers are looking for from their home so we can provide them with the relevant information to inform their purchasing decisions.”

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Paul
Paul 25 May 2016

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Johna
Johna 20 May 2016

"Easier said than done" is what I would say. Of course, it would be more than great to have more in quality and affordability, but I do not trust talk anymore.. What is said is not what is happening.

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Johna
Johna 20 May 2016

in my humble opinion being fair like THE most important! I myself have had bad experience with unfair landlords... not to mention that I know how to do a proper end of tenancy cleaning since I am a fantastic...

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richardrawlings
richardrawlings 18 May 2016

NB - even if we doubled our commission levels in the UK, we'd still be by far the cheapest agents in the entire world.

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Agent_PeeBee
Agent_PeeBee 18 May 2016

Clueless. Someone needs to take these people's computers away from them so they can do no more harm than they already have.

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richardrawlings
richardrawlings 18 May 2016

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