NSW Sustainable Households Study 2014

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Sustainable Households
Survey of homeowners for the
NSW Office of Environment and Heritage
NSW Office of Environment
and Heritage
NSW Office of Environment
and Heritage
www.instinctandreason.com
Prepared For Office of Environment & Heritage
Contact Prue Phillips & Stephanie Jones
Consultants Marc Bacchetto, Paul Vittles
Reference J1997
15 July 2014

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NSW, 2010 Australia
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© Copyright State of NSW and the Office of Environment and Heritage
DISCLAIMER
This report was prepared by Instinct and Reason in good faith exercising all due care and attention, but no
representation or warranty, express or implied, is made as to the relevance, accuracy, completeness or fitness
for purpose of this document in respect of any particular user’s circumstances. Users of this document should
satisfy themselves concerning its application to, and where necessary seek expert advice in respect of, their
situation. The views expressed within are not necessarily the views of the Office of Environment and Heritage
and may not represent OEH policy. OEH does not accept responsibility for any inaccurate or incomplete
information supplied by third parties. No representation is made about the accuracy, completeness or suitability
of the information in this publication for any particular purpose. OEH shall not be liable for any damage which
may occur to any person or organisation taking action or not on the basis of this publication. This document is
subject to revision without notice and it is up to the reader to ensure that the latest version is being used.
Readers should seek appropriate advice when applying the information to their specific needs.

[Sustainable households study 2014]
TABLE OF CONTENTS
1. EXECUTIVE SUMMARY..........................................................................................................5
Renovations.............................................................................................................................5
Buying a property.....................................................................................................................5
Energy efficiency initiatives ...........................................................................................................................6
Sources of information & advice....................................................................................................................8
2. BACKGROUND.................................................................................................................... 10
3. OBJECTIVES & METHODOLOGY ........................................................................................... 11
Research tasks ....................................................................................................................... 11
Methodology ......................................................................................................................... 11
Sample profile........................................................................................................................ 13
4. HOME RENOVATIONS......................................................................................................... 15
Renovations carried out in last 3 years........................................................................................................15
Renovations planned in next 3 years .........................................................................................................16
Reasons for not renovating in the next three years ..................................................................................16
Factors driving renovating own home........................................................................................................16
Factors driving major renovation decisions ...............................................................................................17
Factors driving major renovation decisions for future work .....................................................................18
Sources of information on what to have done...........................................................................................19
Sources of information on who to do the work.........................................................................................20
5. BUYING A PROPERTY .......................................................................................................... 21
Factors take into account when considering potential homes to buy – which to view?..........................22
Factors take into account when considering potential homes to buy – purchase decision.....................23
Mandatory disclosure of information to potential buyer..........................................................................24
Voluntary disclosure of information to potential buyer............................................................................25
Who go to for information or advice when considering potential home to buy ......................................26
6. ENERGY EFFICIENCY INITIATIVES ......................................................................................... 28
Barriers to energy efficiency.......................................................................................................................28
Government-accredited overall rating scheme..........................................................................................29
Running costs and performance rating scheme options – Government involvement .............................29
Support for mandatory rating scheme .......................................................................................................30

Who had an energy assessment .................................................................................................................31
Who did the energy assessment.................................................................................................................31
Cost of the energy assessment ...................................................................................................................32
Usefulness of the energy efficiency assessment........................................................................................32
Likelihood of using an online assessment tool or having in-home assessment........................................33
Expected cost of an energy efficiency assessment ....................................................................................34
Investing in energy efficiency .....................................................................................................................34
Energy efficiency ROI ..................................................................................................................................35
7. GREEN POWER/RENEWABLES/SOLAR ................................................................................. 36
Information sources about solar panels ......................................................................................................39
Green Power awareness/knowledge...........................................................................................................39
Renewable energy sources available in Australia awareness/knowledge...................................................40
Green Power electricity account - pay premium to support development?...............................................40
Factors involved in switching to Green Power.............................................................................................41
Likelihood of getting Green Power in the next 12 months..........................................................................41
Barriers to getting a Green Power account .................................................................................................42
‘Normal’ electricity bill – each quarter ........................................................................................................43
Perception of the number of households with Green Power......................................................................43
Sources of Information and advice when considering a Green Power account ..........................................44
8. MOST VALUABLE SOURCES OF INFORMATION & ADVICE..................................................... 45
How the choice model works.................................................................................................. 45
Key drivers of choice....................................................................................................................................48
9. APPENDIX A: SURVEY.......................................................................................................... 56
10. APPENDIX B: DISCUSSION GUIDE....................................................................................... 111

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1. Executive summary
Renovations
Half (49%) have only done minor renovation or improvement work in the past 3 years and a further
one in six (17%) have done none. One in three has done major renovation work.
For minor renovations on their home, it’s 44% DIY but only 16% DIY for major renovation work,
which tends to be all external (20%) or mostly external (32%). For properties they own but don’t live
in, it is much more likely to be external – 53% for minor renovations and 60% for major renovations.
For work on their own home, it tends to be project managed by the homeowner (36% of cases),
their partner (20%) or a tradesperson (20%).
The main conscious drivers are comfort, functionality, cost, and perceived value. Reducing the
running costs comes in around 8th
with 20% saying it is an important factor. Only 8% say that
‘environmental factors’ were important in going ahead with the work. It is also significant that,
although reducing running costs is a relatively important driver, only 7% say there was a sense of
urgency due to high running costs
A similar pattern is repeated when we ask about properties they rent out – pressures from running
costs and ‘environmental factors’ are at the bottom of the list of factors that drive renovation or
improvement work.
One in three homeowners (34%) are planning some major renovation work on their home in the
next 3 years. One in four landlords (24%) are planning some major renovation in the next 3 years.
As with renovation work that has been done in the past, the main conscious drivers of planned
future work are comfort, functionality, cost, and perceived value. Reducing the running costs comes
in around 9th
with 17% saying it is an important factor.
Buying a property
One in three (35%) are first-time homeowners whilst one in five (19%) are onto at least their 4th
home. Most commonly, homeowners have owned 2-3 properties (42% have) but one in ten (10%)
have owned at least 6 properties.
When considering potential homes to view, the picture is similar to factors driving renovation
decisions – comfort, functionality, and price along with location and nice area of course. Size and
layout are important, along with parking availability. All of these factors have 60%+ taking them into
account, followed by low running costs in 7th
(48%).

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At the point of purchase, there is a very similar picture as for viewing – and also it “Just feels like the
right place”! Low running costs comes in at 8th
(40% taking this into account). Factors such as
double-glazing or thermal-efficient windows or a green rating are well down the pecking order.
When considering properties to buy for renting out, affordable price and resale value come to the
fore (49% and 44% take these into account), along with not needing work doing (43%), a property
that would sell quickly (41%) and a property with low running costs (41%). This is business!!!
There are three key items they think property owners should disclose when selling a property – any
restrictions on land around the property (66%), any movement in the ground (58%), and if any work
needs doing on the property (51%). Interestingly, 4th
is insulation (44%) way ahead of other
sustainability dimensions.
When asked what information they would voluntarily make available if they were selling, insulation
also ranks high up the list (55% would make it available), along with local amenities (61%), whether
the property has gas (53%, and what work has been done on the property (52%).
Energy efficiency initiatives
Homeowners see cost as the main barrier to making their homes more energy efficient – cost of
installing new energy-efficient systems (51%) and the cost of buying new products and appliances
(47%) with one in five (19%) also highlighting the cost of getting advice. After cost, the barriers are
“people trying to con us” (29%) and “not convinced I would have lower energy bills anyway” (25%).
They would use a ‘government-accredited scheme for giving every property an overall rating for its
efficient running costs and environmental performance’ but only if it didn’t cost them anything.
However, almost one in five (18%) say it would be worth paying $250 to be able to check the rating
of a property they were buying.
Given six options for government’s role in a ratings scheme, the top answer is government not
having a role at all – 21% say “just leave homeowners and industry to do what they want”. There is
some support for government accreditation but a light touch is clearly favoured.
Half (50%) oppose mandatory ratings for rental properties (24% support) and even more (59%)
oppose mandatory ratings for homeowners selling a property (19% support).
6% of homeowners say they have had an energy efficiency assessment in the past 12 months, with a
further 16% saying they have had an assessment but not in the past 12 months. The majority (51%)
say they have not had an assessment and wouldn’t know how to get one arranged.
Among those who have had an energy efficiency assessment, 42% say it was carried out by a
“government-accredited assessor sourced through government”’; 18% a “government assessor
direct from government”, and 21% “someone from an energy company”.

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More than four in five (83%) said their energy efficiency assessment was free, and only 5% paid the
full fee rate. The qualitative research suggested that homeowners are not prepared to pay, don’t see
the benefit, and expect it to be free.
Although it is only a minority who have had an energy efficiency assessment and most don’t see the
value, those homeowners who have had an assessment are likely to have found it useful – 66% in all
with 29% saying very useful.
We know from the qualitative research that there is attitudinal and behavioural resistance to taking
action on energy efficiency, with lack of knowledge also remaining an issue. When asked if they
would use an online energy efficiency tool, only 5% say they definitely will and 37% say they won’t.
When asked if they would have an assessor come to their home, only 2% say they definitely will and
61% say they wouldn’t.
All homeowners were asked how much they would expect to pay for an energy efficiency
assessment and action plan. A majority (56%) expect it to be free – 39% via energy companies, 17%
via government.
Continuing the price-sensitivity pattern, more than half say they would only consider investing in
energy efficiency if it doesn’t cost them more (35%) or actually costs them less (18%). Two in five
(39%) are prepared to invest in energy efficiency even if it costs them more, although in almost all
cases just “a bit more”.
There is a mix of views on speed of payback from investing in energy efficiency – from 15% wanting
an immediate saving through to 9% doing it even if there is no financial return. The majority are in
the 2-5 year ROI bracket (51%).
Renewables, including solar power
It seems to be an inflation of the true incidence, but 28% of homeowners say their home has solar
panels. Interestingly, 35% answer “No, but it would be quite easy to install them”.
Installing solar panels has clearly been motivated by the anticipated cost savings – 73% long-term
savings and 57% immediate savings. A further 33% had access to a grant or loan, and 24% thought it
would increase the value of the property. 33% claim to have been motivated by environmental
considerations.
Of those potentially in the market for solar panels, only 8% say they will install them in the next 12
months, and only 2% definitely will.
Cost again appears to be the main factor. A majority of ‘in market’ homeowners (59%) say they can’t
afford the installation costs; and 19% say they can’t get a government grant or subsidy. Added to
this is a perception that they don’t actually reduce energy bills (22% say this) and “people are trying
to con us” (17%).

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Given that homeowners say cost is the main issue, we asked about the potential impact of available
finance. With low or no interest loans available, 22% say they would install solar panels, although
only 6% definitely will. With government grants available to cover all or most of the installation
costs, this increases considerably to 55% will, 22% definitely will.
There is little social pressure at the moment as most homeowners think that fewer than a quarter of
homes in their area have solar panels. Once the perception is of a quarter or certainly a third of
homes, a bandwagon effect starts to develop but this has not happened yet.
Awareness and knowledge levels are low – 31% say they have heard the term ‘Green Power’ but
don’t know what it is and 10% have never even heard the term. A similar picture emerges for
‘renewable energy sources’ – 31% have heard the term but don’t know what it means.
5% say they have a Green Power electricity account. Almost as many (4%) say they had a Green
Power account but switched back. Most have never considered a Green Power account (52%) or
have considered but not switched (27%).
Most switched for environmental reasons, but also felt it was enlightened self-interest.
Among those who don’t currently have a Green Power account, 31% say they will probably or
definitely switch in the next 12 months but only 5% definitely.
For those who say they won’t switch, 42% say it is because they can’t afford it, and then there are a
range of other reasons given
Half would not expect to pay any premium for Green Power, and half would consider it too
expensive even if it was just 5-10% higher than the ‘normal’ electricity bill. Half of the homeowners
surveyed (48%) say they are currently paying $251-$500 per quarter
There is certainly no social norming occurring with regard to Green Power. A majority (63%) “have
no idea” how many households in their area have a Green Power account – it’s not a major topic of
conversation! Only 7% think it would be a quarter or more.
Sources of information & advice
Family, friends and neighbours are highly influential when renovation work is being done (35% of
homeowners, 22% of landlords), along with tradespeople they know or have been recommended
(34% and 16%), and online searches (31% and 14%). Landlords also rely a lot on property agents
(19%).
Homeowners are also influenced by TV home improvement programs (20%), home improvement
print media (17%), speaking to someone in a DIY store (17%) and tradespeople sourced online or in
directories (16%).

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Landlords are also influenced by online searches (14%), speaking to someone in a DIY store (12%), TV
home improvement programs (11%) and tradespeople sourced online or in directories (16%).
When considering a property to view as a potential home, 65% would get their information or advice
from the real estate agent. Also influential are building inspectors or their reports, (47%), online
searches (40%), and family, friends or neighbours (35%). When getting to the sharp end of making a
purchase, one in three (34%) say they would rely on the building inspector/report. An energy
efficiency adviser would not be high up the list. Government sources are not high up the list either.
For information or advice re solar panels, homeowners would go to the internet (41%), energy
companies (34%), energy efficiency advisers (34%) a government helpline (28%), manufacturer or
retailer website/app (27%) or a government website/app (26%). When buying a property and
wanting to know more about solar panels, a similar pattern emerges
If homeowners were considering Green Power, and wanted information/advice, they would tend to
go to the energy companies (49% would), the internet (34%), or a government website/app (29%).
Instinct and Reason designed a choice model specifically for OEH to be able to more precisely
measure the impact, and predict the impact, of different approaches to informing and advising
homeowners on decisions around energy efficiency and sustainability
In the mainstream survey, direct questions were asked to homeowners. In reply, they indicated their
conscious attitudes, behaviour, and preferences. The choice model takes a less direct approach and
uncovers more of the sub-conscious drivers. It was decided to focus the choice model on the
channel mix that would best enable homeowners to take confident, fully informed decisions.
A large number of choice cards with randomised permutations were generated. Homeowners then
saw these alternative scenarios flash up on their screens, and all they had to do is say if that
combination would enable them to make a confident, fully-informed decision,. The responses were
analysed mathematically to deduce what is actually driving homeowners’ choices without them even
being conscious of it, as they just answer ‘yes’ or ‘no’ to each scenario.
The model calculated that the ‘base case’ scenario would have 42% of homeowners feeling they
could take a confident, fully-informed decision. All the different ‘channel mix’ scenarios can be
explored via the interactive decision support app built by Instinct and Reason, including the ‘optimal
mix’ which would have 91% of homeowners feeling they could take a confident, fully-informed
decision. OEH can find its own ‘optimal mix’, including factoring in feasibility and costs.
The key drivers of choice analysis shows the key sources are: retail outlets (14%), trade interactions
(13%), new industry or government programs (13%), local government (12%), internet searches
(10%) & OEH (10%).

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2. Background
The NSW Government Office of Environment and Heritage (OEH) commissioned a research project
to provide insights and data into ‘sustainable households’.
This research is being used to:
– inform the design of household programs funded under the NSW Energy Efficiency
Action Plan and Renewable Energy Action Plan
– improve existing OEH sustainability programs and tools for households
– scope new sustainability programs for households.
In order to achieve this, the research explored the behaviours, motivations, barriers,
understandings, habits, actions, attitudes and intentions of householders towards energy efficiency,
renewable energy, green power, and sustainable practices for the home.
The research explored in detail key decisions around renovations, and buying/selling properties – to
live in and to rent.

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3. Objectives & methodology
The aim of this research is to better understand the experiences, behaviours and motivations of
householders looking to lower their energy use, or rather reduce their running costs, and to adopt
sustainable practices for their properties – their home and any other properties owned.
Research tasks
The research objectives required five tasks to be completed as follows:
Task 1 - Understand how to facilitate (access to) incentives to encourage households to go
beyond minimum requirements when building or renovating, and design in sustainability
Task 2 - Develop a home retrofit tool to assist businesses in identifying energy efficiency
opportunities for households and to improve the availability of web based information on
energy savings tips, the ESS, home retrofit tool and household energy efficiency datasets
Task 3 - Engage the community in renewable energy options. Promote the benefits to
consumers of switching to Green Power accredited renewable energy and to understand how
to build community support in NSW for renewable energy
Task 4 - Understand the barriers householders face in installing solar energy or switching to
Green Power, to inform REAP actions and identify the assistance householders want & need
Task 5 - Seek insights to inform and guide the design of new sustainability programs for
households with a focus on purchasing decisions, particularly related to renovation activities
Methodology
The study involved a multi-method, multi–stage methodology including rapid appraisal interviews
with experts, a series of focus group discussions, an extensive survey among NSW homeowners with
a focus on key decisions – renovations, property purchases, renewable energy (including solar
panels), and Green Power electricity accounts.

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The initial qualitative research provided important insights in its own right and helped to shape the
quantitative research:
The group discussions were designed around a ‘Lifestage’ stratification and then a focus on
renovation behaviour. In addition, there was a regional NSW perspective, a range of other
demographic & socio-economic factors and ‘sustainability’ mind sets’.

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The details of the online study are as follows:
Sample profile
The sample profile from the 954 online interviews is set out below. Survey participants were
screened so all were property owners and decision makers:

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4. Home renovations
Renovations carried out in last 3 years
Half (49%) of those surveyed reported having only done minor renovation or improvement work and
a further one in six (17%) have done none. So it is about one in three that have done more
substantial renovation work in the past 3 years.
There are numerous sub-group variations which can be studied in more detail. For example, for
‘converted the energy system (eg to use more renewable energy)’, it ranges from 14% in Sydney and
Newcastle/Central Cost to 27% in Southern NSW and 28% in Northern NSW.
Rather than trying to summarise all of these sub-group variations in this overview report, it is best to
examine the data in more depth in the context of a more detailed investigation, workshop or
surgery, with hypotheses being developed and tested.

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Renovations planned in next 3 years
One in three (34%) are planning some major renovation work on their home in the next 3 years
(including 41% of those who have lived there for less than 2 years, 36% of those who have lived
there for 3-15 years, and 29% of those who have lived there for 16+ years; and also 41% of those
with a mortgage).
Among those who have other properties they don’t live in, one in four (24%) are planning some
major renovation in the next 3 years.
Reasons for not renovating in the next three years
Among those not planning any major renovation or improvement work over the next 3 years, 50% of
homeowners and 70% of landlords say “it doesn’t need it”. Other key reasons for homeowners are
the related “property already quality throughout” (18%), “property is already energy efficient and
has low running costs” (15%) and “can’t afford it” (32%). Other key reasons given by landlords are
lack of ROI (13%) and “can’t afford it” (12%). .
Factors driving renovating own home
The main conscious consumer drivers are comfort, functionality, cost, and perceived value. Reducing
the running costs comes in around 8th with 20% saying it is an important factor.
Consumers’ prime driver is to make the home they live in a more enjoyable place to be. This means
greater functionality as well as comfort and having access to the funds is crucial. Interestingly
making it a place for their family and friends to enjoy comes in at number 4 implying the potential
for social norms to play a greater role in the renovations and products chosen. As comes through in
the choice model, one underlying ‘test’ for renovations and the products used is whether it adds to
property values. The voluntary energy efficiency disclosure program can have a high impact here.

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Only 8% say that ‘environmental factors’ were important in going ahead with the work. It is also
significant that, although reducing running costs is a relatively important driver, only 7% say there
was a sense of urgency due to high running costs.
A similar pattern to the previous figure is repeated when we asked about properties they rent out.
The main conscious drivers are still comfort, functionality, cost, and perceived value, with
safe/secure higher up the list. Reducing the running costs comes in around 7th (lower for rental
properties) with 17% saying it is an important factor. When we ask about properties they rent,
pressures from running costs and ‘environmental factors’ are at the bottom of the list of factors that
drive renovation or improvement work.
Factors driving major renovation decisions
Homeowners who have had major renovation work done in the past 3 years are even more likely to
take into account comfort, functionality, affordability and impact on property value than when
minor work is done. Running costs come in 8th (25% saying it is an important factor). Therefore
influencing major investments needs to take account of this issue of comfort and how energy
efficiency can dovetail with it. Greater exploration of this area is needed.

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Those who have had major renovation work done are no more likely to be driven by environmental
factors or any urgent pressures around running costs than other renovators.
Factors driving major renovation decisions for future work
To check that the key buying factors aren’t likely to change, the survey asked about future
renovation work. As with renovation work that has been done in the past, the main conscious
drivers of planned future work are comfort, functionality, cost, and perceived value. Reducing the
running costs comes in around 9th with 17% saying it is an important factor. Therefore influencing
major investments needs to take account this issue of comfort and how energy efficiency can
dovetail with it. Greater exploration of this area is also needed.

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Only 7% say that ‘environmental factors’ will be important in driving future work, and only 6% say
there is a sense of urgency due to high running costs.
Similarly for future renovations around a property they rent out, the main conscious drivers of
planned future work are comfort, functionality, cost, and perceived value. Reducing the running
costs isn’t even in the top ten for landlords. Only 10% say that reducing the running costs will be an
important factor, the same as for ‘environmental factors’, and only 6% say there is a sense of
urgency due to high running costs.
Sources of information on what to have done
Family, friends and neighbours are highly influential (35% of homeowners, 22% of landlords), along
with tradies they know or have been recommended (34% and 16%), and online searches (31% and
14%). Landlords also rely a lot on property agents (19%).
For properties they don’t live in after the top four which are the same, landlords are also influenced
by online searches (14%), speaking to someone in a DIY store (12%), TV home improvement
programs (11%) and tradies sourced online or in directories (16%).
The pattern of information sources is similar among those who have had major work done in the
past 3 years

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Sources of information on who to do the work
For decisions on who to do the work, similar sources are quoted as influential.
Landlords, when making decisions on who to do the work, quote similar sources as being influential.
Some of what we might professionally call the more informed sources are lower down the list.

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5. Buying a property
One in three in our surveyed sample (35%) were first-time homeowners (including 48% of those
living in apartments/units). At the other end of the spectrum, we have one in five (19%) who are
onto at least their fourth home.
Most commonly, homeowners have owned 2-3 properties (42% of our sample) but one in ten (10%)
have owned at least 6 properties.

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Factors take into account when considering potential homes
to buy – which to view?
When considering live-in homes to view, the picture is similar to factors driving renovation decisions
– comfort, functionality, and price along with location and nice area of course. Size and layout are
important, along with parking availability. All of these factors have 60%+ taking them into account,
followed by low running costs in 7th (48%).

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Factors take into account when considering potential homes
to buy – purchase decision
When considering live-in homes to purchase, there is a very similar picture as for viewing – comfort,
functionality, and price along with location and nice area. Size and layout are important, along with
parking availability, and “Just feels like the right place”! Low running costs comes in at 8th
(40%
taking this into account). Factors such as double-glazing or thermal-efficient windows or a green
rating feature well down the pecking order.
When considering properties to buy for renting out, affordable price and resale value come to the
fore (49% and 44% respectively saying they take these into account), along with not needing work
doing (43%), a property that would sell quickly (41%) and a property with low running costs (41%).
This is business. Most landlords are not going to be influenced in their decisions by sustainability
factors on their own. They will only be interested in the economics, so reducing running costs is the
key message to convey.

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Mandatory disclosure of information to potential buyer
When asked what information property owners should disclose when selling a property, there are
three key items with a majority in favour – any restrictions on land around the property (66%), any
movement in the ground (58%), and if any work needs doing on the property (51%). Interestingly,
4th is insulation (44%), way ahead of other what we might call ‘sustainability’ dimensions.

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Voluntary disclosure of information to potential buyer
When asked what information they would voluntarily make available if they were selling, insulation
also ranks high up the list (55% would make it available), along with local amenities (61%), whether
the property has gas (53%, and what work has been done on the property (52%).

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Who go to for information or advice when considering
potential home to buy
When considering a property to view as a potential home, 65% would get their information or advice
from the real estate agent. Also influential are building inspectors or their reports, (47%), online
searches (40%), and family, friends or neighbours (35%). When getting to the sharp end of making a
purchase, one in three (34%) say they would rely on the building inspector/report. An energy
efficiency adviser would not be high up the list.
Government sources are not high up the list either with only about 10% nominating them.

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When considering a property to view with the prospect of renting it out, the pattern is much the
same. An energy efficiency adviser is given a slightly higher ranking when viewing properties to rent
out but, still, it is only 5% saying they would use such a source of information or advice.

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6. Energy efficiency initiatives
Barriers to energy efficiency
Asked about the barriers to making their homes more energy efficient, homeowners make it clear
that it is primarily a cost issue – cost of installing new energy-efficient systems (51% say this is a
barrier) and the cost of buying new products and appliances (47%) with one in five (19%) also
highlighting the cost of getting advice. After cost, the barriers are “people trying to con us” (29%)
and “not convinced I would have lower energy bills anyway” (25%).
In addition to the widespread belief that cost is a barrier, there are a wide range of other barriers as
well so the communications challenge is enormous as there is a need to address a whole series of
objections through the decision chain.

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Government-accredited overall rating scheme
Asked about the concept of a ‘government-accredited scheme for giving every property an overall
rating for its efficient running costs and environmental performance’, a majority of homeowners say
they would use it – but only if it didn’t cost them anything. However, almost one in five (18%) say it
would be worth paying $250 to be able to check the rating of a property they were buying.
Running costs and performance rating scheme options –
Government involvement
Given six options for government’s role in developing and providing a ratings scheme, the top
answer is government not having a role at all – 21% say “just leave homeowners and industry to do
what they want”. There is some support for government accreditation but a light touch is clearly
favoured.

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Support for mandatory rating scheme
Half (50%) oppose mandatory ratings for rental properties and even more (59%) oppose mandatory
ratings for homeowners selling a property. The levels of support are 19% for homeowners selling
properties and 24% for landlords renting out properties.

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Who had an energy assessment
Fewer than one in ten homeowners (6%) say they have had an energy efficiency assessment in the
past 12 months, with one in six (16%) saying they have had an assessment but not in the past 12
months. The majority (51%) say they have not had an assessment and wouldn’t know how to get
one arranged, including – interestingly - 64% of those looking after the home full-time, 63% of
professionals such as doctors, architects and solicitors, and 66% of those in clerical/secretarial jobs.
Who did the energy assessment
Among the 22% of homeowners who say they have had an energy efficiency assessment, two in five
(42%) say it was carried out by a “government-accredited assessor sourced through government”. In
almost one in five cases (18%) it was a “government assessor direct from government”. In another
one in five cases (21%) it was “someone from an energy company”.

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Cost of the energy assessment
More than four in five (83%) said the assessment was free, and only 5% paid the full fee rate. The
qualitative research suggested that homeowners are not prepared to pay, don’t see the benefit, and
expect it to be free.
Usefulness of the energy efficiency assessment
Although it is only a minority who have had an energy efficiency assessment and most don’t see the
value, those homeowners who have had an assessment are likely to have found it useful – 66% in all
with 29% saying very useful.

33
Likelihood of using an online assessment tool or having in-
home assessment
We know from the qualitative research that there is attitudinal and behavioural resistance to taking
action on energy efficiency, with lack of knowledge also remaining an issue. When asked if they
would use an online energy efficiency tool, only 5% say they definitely will and 37% say they won’t.
When asked if they would have an assessor come to their home, only 2% say they definitely would
take up this option and 61% say they wouldn’t.

34
Expected cost of an energy efficiency assessment
All homeowners were asked how much they would expect to pay for an energy efficiency
assessment and action plan. A majority (56%) expect it to be free – 39% via energy companies, 17%
via government.
Investing in energy efficiency
Continuing the price-sensitivity pattern, more than half say they would only consider investing in
energy efficiency if it doesn’t cost them more (35%) or actually costs them less (18%). However, two
in five (39%) are prepared to invest in energy efficiency even if it costs them more, although in
almost all cases just “a bit more”.

35
Energy efficiency ROI
There is a mix of views on speed of payback from investing in energy efficiency – from 15% wanting
an immediate saving through to 9% doing it even if there is no financial return. The majority are in
the 2-5 year ROI bracket (51%).

36
7. Green Power/renewables/solar
Solar panels – current & potential
It seems to be an inflation of the true incidence, but 28% of homeowners say their home has solar
panels (including 47% in Northern NSW). Interestingly, 35% answer “No, but it would be quite easy
to install them”.
Installing solar panels
Installing solar panels is clearly motivated by the anticipated cost savings – 73% long-term savings
and 57% immediate savings. A further 33% say they had access to a grant or loan, and 24% thought it
would increase the value of the property. 33% say motivated by environmental considerations.

37
Likelihood to install solar panels for home
Of those potentially in the market for solar panels, only 8% say they will install them in the next 12
months, and only 2% definitely will.
Barriers to solar panels
Cost again appears to be the main factor. A majority of ‘in market’ homeowners (59%) say they can’t
afford the installation costs; and 19% say they can’t get a government grant or subsidy. Added to
this is a perception that they don’t actually reduce energy bills (22% say this) and “people are trying
to con us” (17%).

38
Likelihood of installing solar panels for home - if loan
finance or grants available
Given that homeowners say cost is the main issue, we asked about the potential impact of available
finance. With low or no interest loans available, 22% say they would install solar panels, although
only 6% definitely will. With government grants available to cover all or most of the installation
costs, this increases considerably to 55% will, 22% definitely will.
Awareness of solar panels on properties in the area
There is little social pressure at the moment as most homeowners think that less than a quarter of
homes in their area have solar panels. Once the perception is of a quarter or certainly a third of
homes, a bandwagon effect starts to develop.

39
Information sources about solar panels
For information or advice re solar panels, homeowners would go to the internet (41%), energy
companies (34%), energy efficiency advisers (34%) a government helpline (28%), manufacturer or
retailer website/app (27%) or a government website/app (26%).
When buying a property and wanting to know more about solar panels, a very similar pattern
emerges as in the previous chart.
Green Power awareness/knowledge
Awareness and knowledge levels are low – 31% say they have heard the term ‘Green Power’ but
don’t know what it is and 10% have never even heard the term.

40
Renewable energy sources available in Australia
awareness/knowledge
A similar picture emerges for ‘renewable energy sources’ – 31% have heard the term but don’t know
what it means.
Green Power electricity account - pay premium to support
development?
One in twenty (5%) say they have a Green Power account. Almost as many (4%) say they had a
Green Power account but switched back. Most have never considered a Green Power account (52%)
or have considered but not switched (27%).

41
Factors involved in switching to Green Power
The sample here is small but the pattern is clear. Most switched for environmental reasons, but also
felt it was enlightened self-interest.
Likelihood of getting Green Power in the next 12 months
Among those who don’t currently have a Green Power account, 31% will probably or definitely
switch in the next 12 months but only 5% definitely.

42
Barriers to getting a Green Power account
For those who say they won’t switch, 42% say it is because they can’t afford it, and then there are a
range of other reasons given.
Price expectations for Green Power
Half would not expect to pay any premium for Green Power, and half would consider it too
expensive even if it was just 5-10% higher than the ‘normal’ electricity bill.

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‘Normal’ electricity bill – each quarter
Half of the homeowners surveyed (48%) say they are currently paying $251-$500 per quarter.
Perception of the number of households with Green Power
There is certainly no social norming occurring with regard to Green Power. A majority (63%) “have
no idea” how many households in their area have a Green Power account – it’s not a major topic of
conversation! Only 7% think it would be a quarter or more.

44
Sources of Information and advice when considering a Green
Power account
If homeowners were considering getting a Green Power account, and wanted information or advice,
they would tend to go to the energy companies (49% would), the internet (34%), or a government
website/app (29%).

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8. Most valuable sources of
information & advice
In the survey, questions were asked where homeowners would get information and advice, including
who they would go to – around renovations, buying properties, solar panels and Green Power, using
a consistent list (tailored where necessary).
For renovations, it is friends/family/neighbours, tradespeople, internet searches, and home
improvement programs on the TV. If it’s a rented property, then property agents are influential.
For buying a property, real estate agents are crucial, along with building inspectors (and their
reports), internet searches, and ‘the grapevine’.
For solar panels, it is energy companies, internet searches, energy efficiency advisers,
manufacturer/retailer websites or apps, and government websites or apps.
For Green Power, it is energy companies, internet searches, government websites/apps, energy
efficiency advisers, government (accredited) helplines and consumer groups.
Further insights were gleaned from the focus groups and stakeholder interviews.
Also, Instinct and Reason designed a choice model specifically for OEH to be able to more precisely
measure the impact, and predict the impact, of different approaches to informing and advising
homeowners on decisions around energy efficiency and sustainability
How the choice model works
In the mainstream survey, direct questions were asked to homeowners. In reply, they indicate their
conscious attitudes, behaviour, and preferences. The choice model takes a less direct approach and
uncovers more of the sub-conscious drivers.
It was decided to focus the choice model on the channel mix that would best lead to homeowners
being able to take confident, fully informed decisions.
A grid was devised with a list of all the different categories of information or advice sources and then
the different types or levels of information or advice within each category. This grid then contained a
fairly comprehensive map of the different channels and levels of information.
With the grid designed, the categories defined, and the question designed, we were then able to
generate a large number of choice cards with randomised permutations of the different types and
levels of advice. Homeowners taking part in the survey then saw these alternative scenarios flash up

46
on their screens, and all they had to do is say if that combination would enable them to make a
confident, fully-informed decision
The responses to the randomised scenarios can be analysed mathematically to deduce what is
actually driving homeowners’ choices without them even being conscious of it, as they just answer
‘yes’ or ‘no’ to each scenario.
The model calculated that the ‘base case’ scenario would have 42% of homeowners feeling they
could take a confident, fully-informed decision.
Base Case = 42% can take fully
informed, confident decisions
Yes
Retail outlets No retail information provided
Trade interactions No trade information provided
NSW Government (Office of Environment &
Heritage) online
Office of Environment mobile app with the latest
information on lifelong running costs and
environmental benefits
Researching via the internet Doing your own Google search
Seeing or hearing advertising
No high profile TV, radio or news media
advertising about environmental information for
the home
Local government No information available from local government
New programs that help consumers make
better choices around products and home
renovations
No government programs to assist consumer
choices around lifelong running costs or
Tailored assessment and advice
Government website with online tools that allow
you to calculate the energy savings of various
renovation choices
Other trusted sources
Information or advice from energy companies like
AGL
Real estate agents
Real estate agents who don’t know much about
energy efficiency but will find out if you ask them

47
All the different ‘channel mix’ scenarios can be explored via the interactive decision support app
built by Instinct and Reason, including the ‘optimal mix’ which would have 91% of homeowners
feeling they could take a confident, fully-informed decision (see below).
Optimal mix = 91% can take fully
informed, confident decisions
Yes
Retail outlets
Brochures that inform on lifelong running costs
and environmental benefits
Trade interactions
Tradespeople who can advise on lifelong running
costs and environmental benefits
NSW Government (Office of Environment &
Heritage) online
Office of Environment & Heritage sponsored blog
site for consumers to get information and
comment about life long running costs and
Researching via the internet
Retailer websites that outline lifelong running
costs and environmental benefits
Seeing or hearing advertising
TV, radio, newspaper and online advertising that
promotes websites, blogs and apps that can help
make choices about products or home
renovations
Local government
Local government website with recommended
products and renovation strategies around
lifelong running costs and environmental benefits
New programs that help consumers make
better choices around products and home
renovations
Voluntary system of having homes rated for
energy efficiency (Government accredited; like
star rating on appliances)
Tailored assessment and advice
Free government-accredited telephone helpline
where you can call for advice on energy efficient
home practices and products
Other trusted sources Information or advice from environmental groups
Real estate agents
Real estate agents who can advise generally on
the lifelong running costs and environmental
benefits of all types of dwellings
OEH can find its own ‘optimal mix’, including factoring in feasibility and costs.

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The choice model analysis also identifies the key drivers of choice, showing the precise degree to
which each category of information or advice is influencing choices. This analysis (below)
demonstrates that the key drivers are: retail outlets (14%), trade interactions (13%), new industry or
government programs (13%), local government (12%), internet searches (10%) and OEH (10%).
There are significant differences by sub-groups and sub-geographical areas, too many to mention
here, which is why it is important to look very closely at the data and interact with it, including – we
advise – interactive workshops or ‘surgery sessions’ where Instinct and Reason researchers can be
available on-site to take OEH managers through the results.
Key drivers of choice
The question asked of consumers around a wide range of possible scenarios reveals that all the
sources of information tested play a role in helping NSW consumers make fully informed, confident
choices about home renovations or products for their home.
While some sources are more influential than others, all these ten sources are influential to greater
and lesser degrees and a multi-channel communications strategy is important to bring about change.
Analysis of consumers’ choices revealed that the main driver of renovation and product choice is
information that is provided in the retail environment. This accounts for 14% of the information that
decides their choices.
The second most powerful source of information on renovation and product choice is information
provided when dealing with tradespeople and trade suppliers. This accounts for 13% of the
information that decides consumer choices.

49
The third most powerful source of information on renovation and product choice is information
provided through the range of consumer programs such as the Energy Star rating, other new
labelling, etc that helps you choose products and services. These consumer programs influence 13%
of the consumer choice.
The fourth most powerful source of information on renovation and product choice is information
provided through local government. This accounts for 12% of the information that decides consumer
choices.
Also significant were research undertaken on the internet (10% of choice) and the NSW Government
through the Office of Environment & Heritage (also 10%), followed by tailored assessment and
advice (9%). Real estate agents (8%) and other trusted sources (7%) play roles that matter across all
homeowners and quite strongly to certain members of the community.
Revealing the low regard (almost cynicism) for advertising by the community these days, the role of
broad-based advertising was low representing only 4% influence on people’s choices for renovating
and product purchases. Nevertheless the role of putting new sustainable products on the agenda is
often best fulfilled by advertising despite its low level of apparent influence as a source of
information on consumer choices.
These results show the average for the NSW community as represented by the 954 interviews
undertaken. These results are different by various segments and by different parts of NSW. The
following figure highlights the differences in the information channel influences in different parts of
New South Wales.
For example Sydneysiders are more reliant on programs that help consumers make better choices
while those in Southern NSW rely heavily on their local Government, Real Estate agents and
advertising. Those in Northern NSW rely more (than in other places on the Internet and other

50
trusted sources. In Western NSW, it is the NSW Government. Newcastle/Central Coast rely more
than in other places on programs that help consumers make better choices and other trusted sources
while in Wollongong it is tailored assessment and advice and trade interactions that are relatively
more influential in their choices.
While regions and different segments have slightly varying influences relatively so do the ‘levels’
tested. For each source of information, the scenarios tested a range of types or levels of the
attribute. The following figure illustrates how the communication influences choice for each type of
retail communication. The following chart shows that sales people who can advise is a very powerful
influence in the Newcastle/Central coast area as is a mobile app linked to relevant information.

51
Tradespeople’s views carry significant weight with many New South Wales residents especially in
Wollongong, but also in Newcastle, Northern NSW and Sydney. The mobile app that is linked to
relevant information is popular in Western NSW and Newcastle/Central Coast.
A voluntary system where houses are rated for energy efficiency was especially influential in
Newcastle/Central Coast whereas a mandatory system was believed to be more influential in
Sydney, Southern and Northern NSW.

52
Local government can also play a crucial role in providing information to consumers.
Newcastle/Central Coast residents see a help-line and home energy assessments as key activities for
local government. The strongest overall initiative is a local government website with relevant
building information that is localised. The qualitative research showed a great variation in
confidence in local governments’ ability to perform. It is surprising that this channel is so prominent.
However it reflects the great opportunity for local government to play a role.
Most consumers claim they research their renovation and product choices via Google. The following
figure shows that the greatest opportunity for more influence lies in having greater information on
retailer websites. With the growth in online shopping (and the critical role that cost plays in choice)
it is likely that this influence will only increase.

53
An informed and knowledgeable real estate agent can be very helpful to many.
The most powerful influence the Office of Environment and Heritage has is in starting and
maintaining the conversation about environmental benefits and how they can be achieved through
rennovations and home product purchases. In Western NSW and Wollonging this is partcularly
strong. Twitter and Facebook conversations were also widely seen to be influential.

54
The Office of Environment & Heritage website which features online tools that allow the calculation
of energy savings was seen as being very influential in the making of consumer choices. A telephone
helpline was also seen to be a valuable source of information and some support in Northern NSW for
home energy assessments.
The results show that energy companies play a role in providing information and advice and it is only
in Southern NSW that other channels have influence. Environmental groups, Choice and TV
programs were seen to be valuable and trusted sources.

55
Finally the choice model reveals that the use of broadcast media like TV, Radio and newspapers
(both online and broadcast) do have impact on consumer choices to varying degrees across NSW.

56
9. Appendix A: Survey

57
1997 – OEH Sustainable Households
ONLINE SURVEY – 15 MINUTES
FINAL FIELD VERSION (V9)
Introduction
Thank you for agreeing to participate in this online survey.
It takes around 15 minutes to complete on average. How long it takes you will
depend on what property you own and how much work you’ve had done on it.
Longer surveys simply mean that more questions are relevant, and you’ve got a
lot to say.
All instinct and reason’s research is conducted under the Market and Social
Research Privacy Principles, which ensures confidentiality of your information.
The results will be aggregated; your individual information will not be able to be
identified.
Please ensure that you read all instructions carefully for each question before
selecting your answer. At the end of the survey, please ensure that you click
‘submit’ to ensure your responses are collected.
If you have any questions or comments regarding this survey, please email
enquiries@instinctandreason.com.
Please click ‘continue’ to start the survey.
Please Check Geographic Quotas
Regions of NSW Sample
Sydney 500
Southern NSW 100
Northern NSW 100
Western NSW 100
Newcastle/Central Coast 100
Wollongong 100
Total 1000

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Section A - Screeners
A1. Are you a homeowner?
S/R
TERMINATE-----No, I rent somewhere to live and don’t own a
property
1
TERMINATE-----No, I live in a home owned by someone else (eg
employer, parents, other family member)
2
Yes, I own a property (including with a home loan or mortgage) 3
TERMINATE-----Prefer not to say 99
A2. Which of these applies to you? PLEASE CLICK ON ALL THAT APPLY
M/R
I own the property I live in and own it outright, no home loan or
mortgage
1
I own the property I live in, with a home loan or mortgage 2
I rent the property I live in but I also own a property 3
I own a property I rent out and don’t live there myself 4
I own a property I sometimes live in and sometimes rent out (eg
holiday let)
5
I own a property used for other purposes (eg used by children at
university)
6
I have recently bought a property I intend to rent out but not live
there myself
7
I have recently bought a property I intend to rent out and also live
there myself
8
Other (please tell us more) 98
TERMINATE-----Prefer not to say 99
A3. If you were renovating your home or a property you own, who would be
the main decision maker on what work was done, who did the work, what
materials were used, which appliances you bought…
S/R
I would be the main decision maker 1
I would be one of the joint decision makers 2
TERMINATE----I wouldn’t be involved in those kinds of decisions 3
TERMINATE-----Don’t know/unsure 4

59
A4. What age are you? [CHECK QUOTAS]
S/R
TERMINATE-----18-24 1
25-34 2
35-44 3
45-54 4
55-59 5
60-64 6
65-69 7
50-74 8
TERMINATE-----75+ 9
A5. Are you… [CHECK QUOTAS]
S/R
Male 1
Female 2
A6. Is the property you live in…: [CHECK QUOTAS]
S/R
An apartment/flat/unit/townhouse 1
A detached house 2
A semi-detached house or terrace 3
A7. How long have you lived there…
S/R
Less than a year 1
1-2 years 2
3-4 years 3
5-10 years 4
11-15 years 5
16-20 years 6
More than 20 years 7

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IF OWN OTHER PROPERTIES – CODES 3-8 AT A2
A8. Is the property you own but don’t live in…:
M/R
An apartment/flat/unit/townhouse 1
A detached house 2
A semi-detached house 3
ALL TO ANSWER
A9. Do you: [CHECK QUOTAS]
S/R
Live in a major city over 100,000 people 1
Live in a substantial regional town 10,000-99,999 people 2
Live in a town under 10,000 people 3
Live in the countryside outside any town 4

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Section B – Home Renovations
ALL TO ANSWER
B1. What work have you done on your home in the past 3 years?
PLEASE CLICK ON ALL THAT APPLY
RANDOMISE ORDER FOR CODES 1-10 M/R
Major external renovation or improvement work (eg extension, re-
roofing, new windows, infrastructure into the property)
1
Major internal renovation or improvement work (eg new bathroom,
new kitchen, new floor, re-wiring, structural changes)
2
Insulation in roof/ceiling and/or walls/floors 3
Extensive work to the garden, paths or area around your property 4
Installed new heating/air-conditioning system 5
Installed new lighting system or upgraded existing lighting system 6
Installed a new water system, eg for recycling or dual water supply 7
Converted the energy system (eg to use renewable energy) 8
Installed double glazing or thermal-efficient windows 9
Replaced swimming pool pump with energy-efficient system 10
Only done minor renovation or improvement work (eg painting,
replacing fittings, new light bulbs)
11
Not done any renovation or improvement work in the past 3 years, as
property didn’t need it (eg done previously or good condition when
bought)
12
Not done any renovation or improvement work in the past 3 years,
even though it really needs it
13

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IF HAD WORK DONE IN PAST 3 YEARS – CODES 1-9 IN B1
B2. When you first decided to have the work done on your home, which sources
of information or advice helped you decide on what to have done?
RANDOMISE ORDER M/R
Internet search/Google 1
Government website or app 2
Manufacturer/retailer website or app 3
Checked online customer review sites like WOMO, blogs or via other
social media 4
Family, friends or neighbours 5
An architect or builder you have used before or had recommended 6
An architect or builder you found via an online search or directory 7
A tradie (eg carpenter, electrician, plumber) you have used before or
was recommended 8
A tradie (eg carpenter, electrician, plumber) you found via an online
search or directory 9
An energy efficiency adviser who could tell you about life long running
costs 10
Telephoned a government helpline or government-accredited helpline 11
Spoke to someone in a DIY store or the place you bought the
materials, fittings 12
Spoke to someone in a household goods store where you bought the
appliances 13
Looked at home improvement magazines or articles in newspapers 14
Watched home improvement program on TV 15
Watched consumer advice program on TV (eg The Checkout) 16
Consumer groups (eg CHOICE) 17
Energy companies (eg AGL) 18
Real estate/property agent/realestate.com or domain.com.au 19
Building inspector/building inspector report 20

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B3. When you had decided what work to have done, which sources of
information or advice helped you decide on who you would get to do the work?
RANDOMISE ORDER M/R
Manufacturer or retailer website or app 3
social media 4
costs 10
appliances 13

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ALL TO ANSWER
B4. When you have major renovation or improvement work needing to be
done on your home, how much do you do yourself and how much do you get
people in to do it?
ROTATE ORDER – TOP TO BOTTOM, BOTTOM TO TOP (EXC OTHER) S/R
Do it all myself (or partner does it) wherever possible 1
Mostly me/us but working with relevant architects, builders, and
tradies
2
Half and half 3
Mostly architects, builders or tradies, but I/we do some 4
All external, I/we don’t do DIY 5
Other (Please tell us more) 98
B5. When you have more minor renovation or improvement work needing to
be done on your home, which doesn’t need an architect or master builder, how
much do you do yourself and how much do you get people in to do it?
Mostly me/us but working with relevant tradies 2
Half and half 3
Mostly tradies, but I/we do some 4
All external, I/we don’t do DIY 5
B6. In the past, when you have major renovation or improvement work done
on your home, who has been the main project manager overseeing the work and
making the detailed day-to-day decisions?
DO NOT ROTATE OR RANDOMISE ORDER S/R
I have been the project manager 1
My partner 2
Another family member, friend or neighbour 3
The architect or builder 4
The tradie for the main part of the work involved 5
Another tradie I know who is a good project manager 6

65
B7. Thinking about the renovation or improvement work you have had done on
your home in the past 3 years, which of these factors have been important in
your decision to go ahead with the work?
B8. And which one factor has probably been the single most important factor
influencing your decision to go ahead with the work?
PLEASE CLICK ON ONE ONLY
RANDOMISE ORDER M/R S/R
Increasing the value of the property for when I/we sell it
(though not planning to sell it for a while)
1 1
Increasing the value of the property for when I/we sell it (and
wanting to sell it soon)
2 2
Helping sell the property quickly (and want to do this) 3 3
Reducing the running costs 4 4
Just wanting a change 5 5
Making it a more comfortable or attractive home to live in 6 6
Making it a more comfortable or attractive home for family or
friends visiting
7 7
Giving it the highest environmental standards and minimising
harmful impacts on the environment
8 8
Making it more functional to live in and easier to maintain 9 9
Having top quality materials, finish or appliances so it’s long-
lasting
10 10
Just feeling right for this place 11 11
Just feeling like the right time to do it 12 12
Could afford to do it at this time 13 13
Knew a good builder or tradie who was available to do the work 14 14
The work desperately needing doing as it was pulling down the
value of the property
15 15
The work desperately needed doing as we had high running
costs and energy bills 16 16
The work desperately needed doing as it was looking awful and
I like my home to look nice 17 17
The work desperately needed doing as I like my home comforts 18 18
Creating more space or a better use of the available space 19 19
Making the property safer or more secure 20 20
Other (please tell us more) 98 98

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ALL TO ANSWER
B9. Are you planning any major renovation or improvement work on your
home in the next 3 years?
ROTATE ORDER – TOP TO BOTTOM, BOTTOM TO TOP (EXC DK) S/R
Yes, definitely 5
Yes, probably 4
Might do 3
Probably not 2
Definitely not 1
Don’t know 99

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IF YES AT B9 (CODES 4 OR 5)
B10. Which of these factors will be important in your decision to go ahead with
the work?
B11. And which one factor will probably be the single most important factor
1 1
2 2
friends visiting
7 7
8 8
lasting
10 10
Can afford to do it at this time 13 13
Know a good builder or tradie who is available to do the work 14 14
The work desperately needs doing as it is pulling down the
15 15
The work desperately needs doing as we have high running
The work desperately needs doing as it is looking awful and I
like my home to look nice 17 17
The work desperately needs doing as I like my home comforts 18 18

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IF NOT AT B9 (CODES 1 OR 2)
B12. Why are you not planning any major renovation or improvement work on
your home in the next 3 years?
RANDOMISE ORDER M/R
Doesn’t need it/in good condition 1
Can’t afford it 2
Don’t think I’ll get a decent return on the investment 3
Probably going to sell it anyway 4
Probably going to rent it out 5
Can’t get the right people to do it/no quality workmanship 6
Too time-consuming to plan and manage 7
Bad past experiences with renovation work 8
Property already is top quality throughout 9
Property already is energy efficient and has low running costs 10
Property already meets the highest environmental standards 11
Might need some work but like it as it is 12
Don’t know enough about what can be done to improve it 12
Don’t know 99

69
IF OWN PROPERTY THEY DON’T LIVE IN – CODES 3-8 AT A2
BB1. Now thinking about the property (or properties) you own but don’t live in,
what work have you done in the past 3 years?
RANDOMISE ORDER M/R
Major external renovation or improvement work (eg extension, re-
roofing, new windows, infrastructure into the property)
1
Major internal renovation or improvement work (eg new bathroom,
new kitchen, new floor, re-wiring, structural changes)
2
Insulation in roof/ceiling and/or walls/floors 3
Extensive work to the garden, paths or area around your property 4
Installed new heating/air-conditioning system 5
Installed new lighting system or upgraded existing lighting system 6
Installed a new water system, eg for recycling or dual water supply 7
Converted the energy system (eg to use renewable energy) 8
Installed double glazing or thermal-efficient windows 9
Replaced swimming pool pump with energy-efficient system 10
Only done minor renovation or improvement work (eg painting,
replacing fittings, new light bulbs)
11
Not done any renovation or improvement work in the past 3 years, as
property didn’t need it (eg done previously or good condition when
bought)
12
Not done any renovation or improvement work in the past 3 years,
even though it really needs it
13

70
IF HAD WORK DONE IN PAST 3 YEARS – CODES 1-9 IN BB1
BB2. When you first decided to have the work done, which sources of
information or advice helped you decide on what to have done?
RANDOMISE ORDER M/R
social media 4
costs 10
appliances 13
Body Corporate/Strata Management/Executive Committee 20

71
BB3. When you had decided what work to have done, which sources of
information or advice helped you decide on who you would get to do the work?
RANDOMISE ORDER M/R
social media 4
costs 10
appliances 13
Body Corporate/Strata Management/Executive Committee 20

72
ASK ALL WHO OWN PROPERTY THEY DON’T LIVE IN – CODES 3-8 AT A2
BB4. When you have major renovation or improvement work needing to be
done on your property (or properties) you own but don’t live in, how much do
you do yourself and how much do you get people in to do it?
Mostly me/us but working with relevant architects, builders, and
tradies
2
Half and half 3
Mostly architects, builders or tradies, but I/we do some 4
All external or handled by property agent/building manager, I/we
don’t do DIY
5
BB5. When you have more minor renovation or improvement work done, which
doesn’t need an architect or master builder, how much do you do yourself and
how much do you get people in to do it?
Mostly me/us but working with relevant tradies 2
Half and half 3
Mostly tradies, but I/we do some 4
All external or handled by property agent/building manager, I/we
don’t do DIY
5
BB6. In the past, when you have had major renovation or improvement work
done on the property (or properties) you own but don’t live in, who has been the
main project manager?
I have been the project manager 1
My partner 2
Another family member, friend or neighbor 3
The architect or builder 4
The tradie for the main part of the work involved 5
Another tradie I know who is a good project manager 6
The property agent or building manager 7

73
BB7. Thinking about the renovation or improvement work you have had done
on the property (or properties) you own but don’t live in the past 3 years, which
of these factors have been important in your decision to go ahead with the
work?
BB8. And which one factor has probably been the single most important factor
1 1
2 2
friends visiting
7 7
8 8
lasting
10 10
Could afford to do it at this time 13 13
Knew a good builder or tradie who was available to do the work 14 14
The work desperately needing doing as it was pulling down the
15 15
The work desperately needed doing as we had high running
The work desperately needed doing as it was looking awful and
I like my home to look nice 17 17
The work desperately needed doing as I like my home comforts 18 18

74
ASK ALL WHO OWN PROPERTY THEY DON’T LIVE IN – CODES 3-8 AT A2
BB9. Are you planning any major renovation or improvement work on the
property (or properties) you own but don’t live in, in the next 3 years?
ROTATE ORDER – TOP TO BOTTOM, BOTTOM TO TOP (EXC DK) S/R
Yes, definitely 5
Yes, probably 4
Might do 3
Probably not 2
Definitely not 1
Don’t know 99

75
IF YES AT BB9 (CODES 4 OR 5)
BB10. Which of these factors will be important in your decision to go ahead with
the work?
BB11. And which one factor will probably be the single most important factor
1 1
2 2
friends visiting
7 7
8 8
lasting
10 10
Can afford to do it at this time/had some money/was left some
money 13 13
Know a good builder or tradie who is available to do the work 14 14
The work desperately needs doing as it is pulling down the
15 15
The work desperately needs doing as we have high running
The work desperately needs doing as it is looking awful and I
like my home to look nice 17 17
The work desperately needs doing as I like my home comforts 18 18

76
IF NOT AT BB9 (CODES 1 OR 2)
BB12. Why are you not planning any major renovation or improvement work on
the property (or properties) you own but don’t live in, in the next 3 years?
RANDOMISE ORDER M/R
Doesn’t need it 1
Can’t afford it 2
Don’t think I’ll get a decent return on the investment 3
Probably going to sell it anyway 4
Probably going to rent it out 5
Can’t get the right people to do it/no quality workmanship 6
Too time-consuming to plan and manage 7
Bad past experiences with renovation work 8
Property already has top quality throughout 9
Property already is energy efficient and has low running costs 10
Property already meets the highest environmental standards 11
Might need some work but like it as it is 12
Don’t know enough about what can be done to improve it 12
Probably going to move in and will renovate it then 13
Don’t know 99

77
Section C – Buying a Property
ALL TO ANSWER
C1. Is the property you are living in now the first home you have owned or
not?
Yes, this is the first home I’ve owned 1
Owned 1 home before this 2
Owned 2 homes before this 3
Owned 3 or more homes before this 4
Can’t remember 99
C2. Including homes to live in, houses or apartments to rent, holiday lets,
investment properties, etc, how many properties in total have you owned in your
lifetime?
Just one 1
2-3 2
4-5 3
6-10 4
More than 10 5
Can’t remember 99

78
C3. If you were buying a new home to live in, which of these factors would you
take into account when considering potential properties to view?
C4. And which one factor would probably be the single most important factor
influencing your decision on which properties to view?
A price we can easily afford 1 1
A price which stretches our budget to the limits but will be
worth it in the end
2 2
A property that would have a good re-sale value 3 3
An area where property prices are likely to go up most 4 4
A property that would sell quickly when we want to sell it 5 5
The right location in terms of access to work, schools, leisure 6 6
Near to family or friends 7 7
A nice area to live in (eg clean and safe) 8 8
An area that people aspire to live in 9 9
A good view, eg of the ocean or green space 10 10
A local market with fresh fruit and vegetables 11 11
A comfortable home to live in 12 12
A property with low running costs 13 13
Has the highest environmental standards (a top ‘green rating’) 14 14
Access to renewable energy or green power sources 15 15
Has solar panels installed 16 16
Well insulated roof and walls 17 17
Has an efficient and effective heating/air conditioning system 18 18
Has rainwater tanks and a system for minimising use of water 19 19
Has double glazing or thermal-efficient windows 20 20
Functional to live in and easy to maintain 21 21
Top quality materials, finish or appliances so it’s long-lasting 22 22
Just feels like the right place 23 23
Doesn’t need any work doing to it 24 24
Needs work doing but can get it at a better price and do it up 25 25
Potential to renovate or extend and tailor to our needs 26 26
The size and layout of the property (including garden) 27 27
Where the sun is in relation to the property, and shade 28 28
Garage or somewhere to park the car 29 29

79
C5. If you were buying a new home to live in, which of these factors would you
take into account when finally deciding which property to buy?
influencing your final decision on which property to buy to live in?
worth it in the end
2 2

80
C7. If you were buying a new home to rent out, which of these factors would
you take into account when deciding which property to buy?
influencing your final decision on which property to buy for renting out?
worth it in the end
2 2

81
C9. When people are buying or selling properties, what information do you
think the owner should have to make available to the potential buyer by law?
RANDOMISE ORDER M/R
If any work needs doing on the property 1
What work has been done on the property since they bought it 2
Any restrictions on use of the land around the property 3
Any problems they’ve had with the neighbours 4
How energy efficient the property is, in terms of an overall rating for
the property
5
A detailed energy efficiency assessment of the property 6
Whether the property has gas or access to gas 5
What the running costs are for lighting, heating, air-con, gas and
water
6
What insulation, if any, is in the roof and walls 7
Whether the property has solar panels or the potential for solar
panels
8
Whether the property has access to green power or renewable
energy sources
9
Whether the property has rainwater tanks or water-efficient systems 10
What noise levels there are, eg from aircraft, cars 11
Any movement in the ground affecting the structure 12
Product guarantees or warranties on materials, systems and
appliances, eg aircon/heating, windows
13
What local schools, shops, and services are like 14
What price they bought the property for 15
Internet access and telecommunications in the area 16
Don’t know 99

82
C10. And what information would you voluntarily make available to someone
wanting to buy your home if they asked, even if you didn’t have to by law?
RANDOMISE ORDER M/R
If any work needs doing on the property 1
What work has been done on the property since you bought it 2
Any restrictions on use of the land around the property 3
Any problems you’ve had with the neighbours 4
How energy efficient the property is, in terms of an overall rating for
the property
5
A detailed energy efficiency assessment of the property 6
Whether the property has gas or access to gas 5
What the running costs are for lighting, heating, aircon, gas and
water
6
What insulation, if any, is in the roof and walls 7
Whether the property has solar panels or the potential for solar
panels
8
Whether the property has access to green power or renewable
energy sources
9
Whether the property has rainwater tanks or water-efficient systems 10
What noise levels there are, eg from aircraft, cars 11
Any movement in the ground affecting the structure 12
Product guarantees or warranties on materials, systems and
appliances, eg aircon/heating, windows
13
What local schools, shops, and services are like 14
What price they bought the property for 15
Internet access and telecommunications in the area 16
Don’t know 99

83
C11. If you were buying a new home to live in, who would you go to for
information or advice when considering potential properties to view?
C12. And who would you rely on for information or advice when deciding which
property to buy to live in? PLEASE CLICK ON ONE ONLY
RANDOMISE ORDER M/R M/R
Internet search/Google 1 1
Government website or app 2 2
Manufacturer/retailer website or app 3 3
Online customer review sites like WOMO, blogs or via other
social media
4 4
Family, friends or neighbours 5 5
An architect or builder you know 6 6
A tradie (eg carpenter, electrician, plumber) you know 8 8
An energy efficiency adviser who could tell you about life long
running costs
10 10
A government helpline or government-accredited helpline 11 11
Speak to someone in my local DIY store or the place where I
buy materials and fittings
12 12
Speak to someone in a household goods store I buy appliances 13 13
Magazines or articles in newspapers 14 14
Programs on TV 15 15
Consumer groups (eg CHOICE) 17 17
Energy companies (eg AGL) 18 18
Real estate/property agent/realestate.com or domain.com.au 19 19
Banks and home loan providers 20 20
Independent financial advisers and brokers 21 21
Building inspector/building inspector report 22 22
None of the above 99 99

NSW Sustainable Households Study 2014

NSW Sustainable Households Study 2014

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