Consumer Demand for Sustainable Homes
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Talk to investors, legal, archichects and PR about BRE Home Quality Mark
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Consumer Demand for Sustainable Homes
- 1. The Consumer Demand for Sustainable Homes Gwyn Roberts New Homes and Communities Lead, BRE
- 2. © 2014 BRE Who is BRE? UK’s leading building science centre 90 years of testing, researching and innovation of buildings. Works across the globe
- 3. © 2014 BRE 1. What do consumers want? 2. Trust 3. Introduction to HQM 25 February 2015Introducing the Home Quality Mark 3
- 4. © 2014 BRE 4 pieces of consumer research Introducing the Home Quality Mark ― MoneySupermarket ― Research with University of Reading ― Independent focus groups ― Surveys of people living in high performing homes. In many cases their choice of home sees ‘heart’ dominate ‘head’. HOWEVER, recognise it’s a critical decision and value objective information. 25 February 2015 4© 2014 BRE
- 5. © 2014 BRE What did people say? Amenities, location and space Community Sound Investment Good quality Exceed Expectations Reassurance over running costs Noise Light and Airy 96% made changes to be more sustainable. Need for clear controls Temperature
- 6. © 2014 BRE ― Trust ― Information “When I’m looking it will give me some pointers” ― Value ― Over 90% people would prefer a home with independent mark. ― 1 in 5 people would pay more. 25 February 2015 6© 2014 BRE Independent Certification
- 7. © 2014 BRE #betterhomes What is good, what can we trust?
- 8. © 2014 BRE Why do we need the Home Quality Mark? The Home Quality Mark is a new rigorous and relevant standard for new homes. Provide consumers with the tools to make the smart choice when buying or renting a new home. Enable housebuilders to differentiate their products and to articulate the benefits of new homes. #betterhomes
- 9. © 2014 BRE Home - A home is more than 4 walls and a roof, it is about hearts and minds. Quality - Everybody wants quality, but doesn’t always know what it is. Mark - Provides reassurance, independence, backed by science. “Independent benchmarking of new homes is hugely important”. Cala Homes Chief Executive Alan Brown #betterhomes
- 10. © 2014 BRE #betterhomes What is good, what can we trust?
- 12. © 2014 BRE What makes a quality, sustainable home? C02Emissions Daylight Sound Security Access for AllGrowing space Water Ecology FloodResilience Local Amenities Space Materials Aftercare Digital Intuitive Quality Evaluation Temperature Communities
- 13. © 2014 BRE MyWellbeing MyCost MyFootprint Section Issues Stars Indicators Inputs Outputs
- 14. © 2014 BRE Our Surroundings - Transport - Local Amenities - Resilience to Flooding - Recreational Space - Ecology - Security - etc. Knowledge Sharing - Aftercare - Commissioning - Smart Homes - Post Occupancy Evaluation - etc. My Home - Air Quality - Temperature - Noise - Materials - Energy - Space and Access - etc.
- 15. © 2014 BRE UserHuus Future of Standards Public Profile Launch Consultation HQM beta Spring 20152014 Autumn 2015 2016 + Finance £ Case Studies Full Training Search property Summer 2015 Site MarketingWeinerberger
Editor's Notes
- We want HQM to be the defecto mark of sustainable, quality new homes. We want HQM to be as recognisable as the lables and schemes in this slide. Working with Moneysupermaket we conducted a survey in which 97% of people said they would welcome a mark like HQM. 20% said they would pay more for a house with a independent lable stating the homes sustainability features. The use of an independent mark can also help validate claims made about the performance of the home. In another one of our research projects focus groups identified that consumers want information that would empower them. However, they also identified that they want this factual information from an independent source they can trust.
- We can rate many other areas; Mobile Phones, Cars, Holidays and products like insurance. Information on homes is often limited to, location, purchase price and a few photos. It is difficult to understand if the home is really quality product and how it relates to others in the area. HQM will provide consumers with better tools in order to make the smart choice. In our Moneysupermaket survey – 97% of people said they would welcome a mark like HQM. 20% said they would pay for it.
- Why have we chosen HQM, rather than BREEAM, Code, EcoHomes? It needs to resonate with as many people as possible, not just people who are interested in sustainability.
- We want HQM to be the defecto mark of sustainable, quality new homes. We want HQM to be as recognisable as the lables and schemes in this slide. Working with Moneysupermaket we conducted a survey in which 97% of people said they would welcome a mark like HQM. 20% said they would pay more for a house with a independent lable stating the homes sustainability features. The use of an independent mark can also help validate claims made about the performance of the home. In another one of our research projects focus groups identified that consumers want information that would empower them. However, they also identified that they want this factual information from an independent source they can trust.
- Lower insurance and mortgage costs Reduced maintenance Access to green space and amenities Low CO2 Planet friendly materials In tune with nature Overall star rating – 5 stars is common for rating of services and goods Indicators – cut across the whole scheme not just categories Score card will pull up some issues that the home is good at.
- Explain that health and wellbeing is more than just sound, light, private space and lifetime homes
- How the scheme is structured and where the indicators sit. In Scotland the Scheme will output the levels of Section 7 This shows that further indicators can be added at anytime, because it doesn’t impact the inputs. (Resilience etc.) Go through sections in a bit.
- Not a full list of areas (this is on the website)
- Encourage people to join the conversation.