Location, Location, Insulation? New Homes Week research shows desire for sustainability

21 Mar, 2022

Location, Location, Insulation? New Homes Week research shows desire for sustainability

Energy crisis concerns and a desire for more sustainable living appear to now play a major role in the way Brits make home-moving decisions

  • 3 in 4 people state that they are worried about the energy performance of their current home, with 1 in 4 saying energy efficiency will be ‘crucial’ to their next home move.
  • Being ‘eco-friendly’ and ‘having a good EPC rating’ are now the 2nd and 3rd most desirable features in a new home, behind outdoor space.
  • House builders offer the key to unlocking UK electric car industry as over 70% of Brits state they would be persuaded to buy an electric vehicle if their home had a charging point.

Research carried out by the Home Builders Federation to mark New Homes Week 2022 has revealed the extent to which energy efficiency is now guiding the way Brits are now making home-moving decisions. Around three in four respondents (73%) to the HBF’s recent survey stated that they are worried about the energy performance of their current home, with around a quarter (24%) saying energy efficiency will be ‘crucial’ to their next home move.

The Home Builders Federation commissioned the results ahead of New Homes Week 2022 to investigate sentiment among the British public towards more sustainable living, following in the wake of the recent energy crisis and growing general awareness of our individual carbon footprints. Around 2,000 people were surveyed around the country, and the results reveal the full extent to which energy efficiency and environmental factors now guide our choices of where to live.

The results place the UK’s residential developers are the forefront of meeting public demand for more energy-efficient living and show that when it comes to selecting a new home, sustainability is now a firm fixture at the top of our criteria. ‘Eco friendly’ and ‘Having a good Energy Performance Certificate (EPC)’ were rated as the second and third most important factors respectively, behind ‘private outdoor space’.

This survey is published as a new report from HBF shows that buyers of new build homes are saving more than £400 per household on their energy bills, and emitting almost 600,000 tonnes less carbon than if last year’s new build homebuyers has chosen an older property.

The report – ‘Greener, Cleaner, Cheaper’ – published today by the Home Builders Federation finds that:

  • Owners of new build houses and flats will save homeowners an average of £435 a year, rising to £555 for new build houses alone, equivalent to the cost of an average Premier League season ticket or a coffee from Pret every working day of the year*
  • The average new build home emits 2.38 tonnes less of carbon each year, around one-third of the carbon produced by the average older property
  • The research shows that despite new build homes being, on average, 7.4% larger than older properties, new homebuyers are still generating valuable savings every month.

And with more lenders beginning to offer green mortgages – such as lower interest rates for buyers of more energy efficient homes – and stricter requirements for landlords renting out domestic properties, home builders are urging lenders to go further, faster to assist homebuyers in making the right environmental choice. Factoring into mortgage calculations the lower bills paid by new build buyers would enable even further savings to be made by buyers.

A further aspect of HBF’s research revealed the pivotal relationship that the new homes industry can play in driving the UK’s burgeoning electric vehicle industry as 71% of people responded that they would be more persuaded to buy an electric car if their house came with an electric vehicle charging station, which are becoming prevalent on new-build projects throughout the country.

The energy efficiency of homes has become increasingly important in recent years, amid the ongoing crisis surrounding rising energy prices and an enhanced focus on environmental issues. Builders of new build homes are able to adapt to new technologies, materials and regulations to embed energy efficiency at the point of construction, while owners of existing properties will often find themselves facing disruptive, extensive and costly retrofit works to bring their homes to the same standard.

In the year to September 2021, 84% of new build properties received an A or B EPC rating for energy efficiency, while just 3% of existing properties reached the same standard. In contrast, 58% of existing dwellings had an efficiency rating of D-G.

The improved energy efficiency standards have a significant impact on household carbon emissions. The report finds that new build homes in this sample accounted for 15.4% of EPCs, 16.4% of the floorspace, but just 6.4% of the total annual CO2 emissions.

*The report finds that new build properties offer lower running costs for all household utilities. On average, new build purchasers save an annual £395 on heating bills, £28 on hot water and £12 on lighting. In total, the yearly household bill for owners of older properties in this dataset was £890, almost twice as much as the annual bill for a new homeowner, which was £455.

The survey results place the UK’s residential developers at the forefront of meeting public demand for more energy-efficient living, with new homes generating only around one-third of the carbon produced by the average older property each year. Indeed, further research by the HBF has found that, on average, owners of new houses and flats save £435 on household bills per property each year, which totalled £112 million in savings in the year to September 2021. For buyers of new homes the savings are even greater, up to £555 annually or £46 per month which is equivalent to the average Premier League season ticket or a coffee from Pret every working day of the year.

When it comes to how Brits are becoming more sustainable at home it would appear food is very much on our minds. When asked what sustainable choices people undertake in their day-to-day lives, respondents’ top three choices were how they throw things away (53%), their food shop (44%) and what they choose to eat (38%). Furthermore, the survey indicates that sustainability now forms a significant part of our social norms and expected behaviours. When asked what the most socially unacceptable behaviours are when it comes to sustainability, 63% said not recycling was the worst, and a further 46% said driving to destinations where walking was possible. Fast fashion (38%) and driving an SUV when you don’t necessarily need it (36%) also topped the list.

Stewart Baseley, executive chairman of the Home Builders Federation comments: “‘Location, location, location’ has been the driving mantra of the UK home-movers for as long as we’ve known, but these results suggest we’re now entering the era of ‘location, location, insulation’, with energy efficiency becoming an ever more crucial factor in how we select our next home.”

“And with energy bills rising it’s never been more important for homebuyers to weigh up these costs as they consider their next move.

“This research highlights the crucial role that residential developers play in not only making UK housing stock more sustainable and energy efficient overall, but also meeting the demand of an increasingly eco-savvy public who want to cut down their energy bills and live in more sustainable homes. As an industry we have made major steps forward year-on-year in making all elements of housebuilding as sustainable as possible, with many developers well on the way to reaching net carbon zero throughout their operations.”-

Baseley added; “Mortgage lenders have a vital role to play in helping homebuyers to make the cost efficient and carbon saving steps that households are increasingly keen to make.”

The new homes industry responds to the Home Builders Federation’s research findings:

Ian Heasman, Director of Sustainability at Taylor Wimpey: “We announced our environment strategy in March 2021, which outlines our commitments to making our homes and developments more sustainable, and to lessening our impact on the environment. We know that people want to live more sustainably and to reduce their carbon footprint, and we want to make it as easy as possible for our customers to do just that. Our homes have many features such as energy saving lighting, zoned heating and water saving taps which make them energy efficient, and we’re encouraging more sustainable transport choices.”

Jon Di-Stefano, Chief Executive of Telford Homes: “COP26 has brought into sharp focus the pressing need for the property industry to accelerate their efforts in relation to the climate crisis and we’re delighted to play our part by being ranked as the UK’s most sustainable housebuilder in the Next Generation benchmarking report for the second year running.”

Ben Stone, Head of Sustainability Keepmoat Homes: “Building a more sustainable future is at the core of Keepmoat Homes, for the environment, for our customers, and for the future generations. We are proud to build homes for eco-conscious buyers, and have taken a number of steps to ensure we continually strive to build the best sustainable homes possible. Recently, we have introduced a number of green initiatives including low carbon concrete blocks, timber frame construction, low temperature asphalt, as well as reusing soil and aggregates. Reacting to the recent shift in home working, we have also given all customers on new developments a gigabit of broadband, allowing more people to work from home.”

Nicola Barclay, Chief Executive of Homes for Scotland: “Scotland’s home builders are already well on the path to net zero – with a 75% reduction in carbon emissions from new homes built today compared to 1990 baselines. There is more to do, of course, which will be challenging, not only for builders in terms of skills, grid capacity and supply chain readiness, but also for consumers in terms of behaviour change as new technologies are introduced, so the recognition of this shift in consumer demand in the survey findings is very welcome.”

Robert Macdiarmid, Director of Sustainability at Countryside: “Earlier last year we launched our sustainability approach which set out a focused and ambitious strategy to respond to the most critical environmental and social challenges facing the business. With a coveted history of forming successful partnerships, Countryside is proud to be working with the Home Builder Federation Future Homes Task Force to ensure the industry wide efficient transition to meeting the UK’s new building regulations and other government-led net zero commitment through our science-based net zero targets. We recognise the role the construction industry has in supporting the sustainability goals and we remain true to our purpose of creating places people love, with sustainable communities built to last.”

About the survey:

The research was carried out independently by Opinion Matters on behalf of the Home Builders Federation between 16.02.2022 and 18.02.22. The sample was made up of 2,000 nationally representative UK adults. The survey was conducted online.

A list of the main survey findings is also attached with this release. For the full survey data, including split by age / location / gender etc. please contact alicemc@oraclepr.co.uk


For further information contact Alice McCutcheon on 07834 767 609 or alicemc@oraclepr.co.uk

About New Homes Week

New Homes Week runs from March 21st – March 27th and celebrates the advantages of buying a new build home, showcasing the vast range of beautiful new homes available around the UK. The event will provide expert guidance on how to take advantage of the fantastic incentives available to purchasers and provide details on the sustainable features that buyers can benefit from. Modern layouts and fresh interiors promote easy living and a wonderful opportunity to nail the search for the perfect property and a happy home to suite today’s lifestyles.


About the Home Builders Federation

HBF is the representative body of the home building industry in England and Wales. Our members are responsible for providing around 80% of all new private homes built in England and Wales and most of our members are small or medium-sized enterprises.

claire coward
Home Builders Federation
Campaigns & Communications Officer