The Consumer Demand for Sustainable Homes

Gwyn Roberts

New Homes and Communities Lead, BRE

© 2014 BRE

Who is BRE?

UK’s leading building science centre

90 years of testing, researching and innovation of buildings.

Works across the globe

© 2014 BRE

1. What do consumers want? 2. Trust3. Introduction to HQM

25 February 2015Introducing the Home Quality Mark 3

© 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

© 2014 BRE

What did people say?

Amenities, location and

space

Community

Sound Investment

Good quality

Exceed Expectations

Reassurance over running

costs

NoiseLight and Airy

96% made changes to

be more sustainable.

Need for clear

controls

Temperature

© 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

© 2014 BRE

#betterhomesWhat is good, what can we trust?

© 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

© 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

© 2014 BRE

#betterhomesWhat is good, what can we trust?

© 2014 BRE

Example

© 2014 BRE

What makes a quality, sustainable home?

C0

2 EmissionsD

aylig

ht

PollutionAir Q

uality

Sound

Security

Energy Cost

Access for AllGrowing space

Water

EcologyFlood Resilience Local Amenities

Spac

e

Materials

Aftercare

DigitalIntuitive

Quality

Evaluation

Temperature

Communities

© 2014 BRE

My

Wel

lbei

ng

My

Cos

t

My

Foot

prin

t

Section Issues Stars Indicators

Inputs Outputs

© 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.

© 2014 BRE

UserHuus

Future of Standards

Public Profile

Launch

Consultation

HQM beta

Spring 20152014 Autumn 2015 2016 +

Finance£

CaseStudies

Full Training

Search property

Summer 2015

Site MarketingWeinerberger

Thank you

Presentations;

www.slideshare.net/HomeQualityMark

@homeqm

Visit www.homequalitymark.com