NHBC study reveals public attitudes to energy efficient homes

Published by Jon Land for 24dash.com in Housing

Confusion around zero carbon homes is holding back wide-scale engagement between housebuilders and the general public on energy efficiency, according to a report published today.

New research from the NHBC Foundation shows that consumers are highly satisfied with energy efficient new homes but struggle to maximise their potential for saving energy due to inadequate understanding of the technology being used.

Launched today in front of an audience of industry representatives, 'Today’s attitudes to low and zero carbon homes – views of occupiers, house builders and housing associations', is the first independent report to comprehensively explore the views of housebuilders and housing associations, as well as occupiers actually living in highly energy efficient new homes.

It finds that occupiers of new or enhanced new homes are overwhelmingly satisfied with their property, in terms of living space, comfortable internal temperatures and lower energy bills.

Additionally, it shows that there has been a positive shift in consumer attitude and engagement towards overall energy efficiency, compared with the findings of similar research conducted in 2008.

However, those occupying enhanced new homes also report receiving inconsistent or inadequate information about in-home sustainable technologies, meaning it is unlikely they will be using their home to its full energy-saving potential.

The report also notes that an opportunity is being missed at the home valuation stage. While the industry believes there is little appetite from consumers to pay a premium for new homes enhanced with renewable technologies, the research suggests home buyers may be willing to pay a premium when there is a clear saving on energy bills.   Unfortunately this is currently not reflected by surveyors, who attribute little or no added value to enhanced new homes, the report adds.

Neil Jefferson, Director, NHBC Foundation, said: “This research shows some very positive attitudes towards low and zero carbon homes and new technologies.

"In 2008, we had virtually no direct experience of occupiers in highly energy efficient homes to draw upon, but four years on, we have been able to gain a unique insight into living in this type of new home and almost all of these occupiers are very happy with their new home and with their lower energy bills.

“There are a number of positive messages for the house-building industry arising from this research, the strongest of these being that many of the occupiers having experienced the benefits of a highly energy efficient new home would never want to move into an older home again.”

The research report recommends a number of specific measures to simplify the topic of zero carbon across the whole housing supply chain, from construction to marketing and occupation.  These include:

• The Government should undertake a review of the EPC, mandatory during the purchase or rental of a home, to ensure it better informs consumer views with accurate, actual energy use costs.
• The house-building industry should adopt user- friendly vocabulary and terminology around low and zero carbon that is engaging and easily understood, appealing to all occupier tenures.
• Housebuilders and housing associations should much more clearly emphasise the lower running costs that result from enhanced new homes.
• Valuers and mortgage lenders must recognise that new homes, built to higher levels of energy efficiency, save owners money in running costs and need to factor this into valuations and lending decisions.
• The Government needs to confirm the remaining parts of the Zero Carbon definition without delay to give the industry the confidence required to engage with it and rise to the challenge.
• House builders and housing associations should produce clearer instructions on use and maintenance of the home’s technological features, and provide occupiers with comprehensive handover documentation and training.

Neil Jefferson added: “The research suggests that parts of the new home supply chain could be making the topic of energy efficiency too complicated, from the range of terminologies used, to the technologies themselves.  A cross-industry commitment to simplify zero carbon living should help to change this, and in some cases may be just a question of communicating with consumers in a different way.”

Commenting on the report, David Thornton, Charles Church’s divisional chief executive for the central region, said: “The new NHBC Foundation report assesses consumers’ priorities and makes key recommendations regarding low and zero carbon homes in the future, acknowledging increased interest from consumers for more energy efficient houses.
 
“This reflects our own customer research at Charles Church, which showed that 58 percent of people believe that adding energy efficient technology to their home would increase the value of the property, with only five per cent thinking renewable technology is not important.
 
“Charles Church already embraces energy efficient building systems, such as the Space4 timber frame technology which improves insulation and air-tightness, providing homeowners with up to 50 per cent lower energy bills.
 
“We are now positively looking to integrate a choice of sustainable solutions such as solar photovoltaic systems, gas saver technology and smart meters during the building process at selected developments. The options will be available in the same way as an upgraded kitchen or flooring as part of the Charles Church Select programme.”
 
Charles Church spoke to 1400 potential purchasers at the end of 2011 to gauge their reaction to energy efficient technology in the home. Such was the response the company is set to undertake further detailed analysis and is actively speaking with partners on the project.
 
Mr Thornton added: “There is clearly an appetite for energy efficiency and we’re delighted to be working closely with potential buyers to create industry-leading solutions.”
 
To download the report, please visit www.nhbcfoundation.org/todaysattitudes