2008 EnerQuality Energy Efficiency and Green Building Survey Report
New homebuyers expect energy efficient
homes and more ‘green’ options
Staff Writer NHBA Structures
‘return on investment’ case to intelligently and com-
prehensively decide on which energy efficiency com-
The results are in and it is evident that new home buy-
ponents to invest into their new home. In the absence
ers want energy efficiency and are looking for more than
of information, education or tools, there is no per-
what is being offered in terms of additional green options.
ceived benefit to the home owner yet without such in-
The 2008 EnerQuality Energy Efficiency and Green Build-
formation, a cost increase position is always easily
ing Survey Report shows that rising energy costs has buy-
assumed.”
ers’ valuing “low home energy costs” as the most important
benefit of an energy efficient home, so it is not surprising
• “We (Ontario/Canada) are WAY behind other coun-
to find that 92 per cent cited “cost savings” as the most im-
tries and communities in terms of energy efficiency
portant benefit of energy efficiency.
and using/storing natural sources of energy i.e. solar @
The main objective of the EnerQuality Energy Effi-
wind. All new homes should have the option of paying
ciency and Green Building Survey Report is to provide En-
a little extra to have systems such as turbine or solar
erQuality with information and analysis related to:
installed on rooftops to capture valuable energy during
• The importance of energy efficiency in the new home
the day that can be used at night. The technology has
purchase decision
existed for some time now, what are builders waiting
• The discussion of energy efficient features by the builder
for? I would have bought into that for my new home
in the sales process and the benefits discussed
the first chance I got.”
• The perceived benefit of energy efficient features to
buyer and reasons for purchase
• “If energy efficiency is looked at in a methodical way,
• Energy efficient features purchased by the new home
I believe very little (in terms of a percentage of price)
buyer and related cost
is added to the overall cost of a new house. Current
• Measuring the awareness of different energy efficient
minimal building codes are just enough and need to be
certification labels
reevaluated to include more complete insulation of
• The importance buyers’ place on energy efficient certi-
basements (all the way to slab), make sure all joints
fication labels and the propensity to pay for certification
(walls, windows, doors) are taped and/or filled with
• New home buyers’ perceptions toward energy effi-
blow insulation. These are things that are easily done,
ciency and green building practices
not expensive and over the life of a house pay them-
selves back many times over. It seems builders just do
Survey Highlights
things ‘the way they always have’ even though a better
• 9 out of 10 buyers valued energy efficiency when
way is available and cost effective.”
making their new home purchase decision
• Energy Efficiency that was viewed as “extremely im-
The benefits of investing in energy efficiency
portant” had a greater proportion of resale purchasers
and green!
vs. new home buyers
The message is clear and consistent. In changing times,
• 92 per cent cited cost savings as the reason why en-
such as these, it is important to take the opportunity to use
ergy efficiency is important
a certification program to better building practices, and the
• 68 per cent recognized that a healthier indoor environ-
benefits are very positive:
ment being the most important benefit for investing in
• decrease warranty issues and callbacks
energy efficiency/green
• increase customer satisfaction which
• Far more buyers were offered energy efficient features
• help gain referrals
by their builders this year 52 per cent vs. 25 per cent in
2007
Choosing a program that works, such as ENERGY
• The “take rate” on energy efficient features, when of-
STAR
®
for New Homes or GreenHouse can be utilized as
fered, was 71 per cent vs. 48 per cent when not offered
a valuable marketing tool that will provide builders the op-
• Buyers are more satisfied with their purchasing
portunity of setting themselves as leaders in the market and
process and home when they invest in energy effi-
ahead of their competition.
OHBA / CHBA News
ciency/green
across the country on important issues that affect the in-
Getting to the 2012 Ontario Building Code
The study showed that, on average, buyers are willing to
dustry, from research to regulations to marketing. The
The most successful builders of energy efficient and
pay an additional $9,877 for an energy efficient new home,
Council is represented and actively participating in most of
green homes today have taken at least a year and a half or
but interestingly enough, 93 per cent of buyers expect that
the CHBA’s Standing Committees and Councils.
two years to get things right and are now building where
all builders to offer energy efficient features as a standard
Membership in the Council shows that your company is
they need to be in 2012. This is the perfect time to look into
committed to being a partner in the home building industry
rather than an upgrade. Buyers also believe that builders
integrating energy efficiency and green into existing build-
and to working with new home builders and renovators to
are now delivering better energy efficient homes that they
ing practices.
help them succeed in their businesses. Through value-
were in 2005, but only 21 per cent rated the energy effi-
added support by manufacturers in areas such as technical
ciency of their new home as “outstanding”. Also next to
For more information, visit: www.greenhousecerti-
services, training and marketing assistance, Council mem-
improved air quality, buyers value water conservation and
fied.ca
bers and builders become “partners in customer satisfac-
the reduction of construction waste. Buyer feedback from
tion”, by providing consumers with quality, choice,
the survey is noted below:
GreenHouse Certified Construction is an initiative of- reliability, and value for money.
fered by EnerQuality to progressive and quality-focused A membership in the Manufacturers’ Council provides
Buyer Feedback – Energy Efficiency Perceptions
builders who want to go above and beyond the building you with an opportunity to make a difference to the indus-
• “Energy Efficiency education and industry spokespeo-
code to deliver homes that truly outperform. From founda- try, to build partnerships with individual new home builder
ple have been insufficient in developing and shifting
tion to rooftop, and from insulation to indoor air quality, and renovator companies, and to help Canadians enjoy their
consumer opinion of the short and long term benefits
GreenHouse Certified homes use less energy, generate less homes with confidence and trust.
of energy efficiency. Home buyers do not have the in-
greenhouse gasses, require less material to build, and offer For more information, or to become a member, visit
formation, education, or tools to evaluate and create a
a fresher and healthier living environment.
http://www.chba.ca/membersarea/committees/mfc/
February 2009 NHBA Structures - A7
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