New research from Hive, the UK’s leading eco-tech brand, has revealed a disconnect between Brits’ desire for sustainable homes and their actual house-hunting habits. Despite 75% of buyers prioritising ‘kerb appeal’, only 34% of buyers check a property’s energy rating before purchasing.
According to property expert Scarlette Douglas, who has partnered with Hive, buyers are often drawn in by aesthetics while overlooking crucial energy-saving and smart home features that could save them thousands in the long run.
The research shows that nearly a quarter (23%) of buyers want their home to impress passersby and guests, leading them to prioritize features such as sweeping driveways (48%), spacious gardens (42%), and plush ensuite bathrooms (40%). However, these aesthetic choices can often leave buyers with unexpected costs and maintenance expenses, with 83% of buyers who were swayed by style later regretting their purchase.
Scarlette Douglas warns that overlooking sustainable features can be a costly mistake. Through her partnership with Hive, she is encouraging homebuyers to prioritize eco-tech, insulation, damp-proofing, and smart home functionality over short-term aesthetics to ensure their dream home is both stylish and sustainable.
The research also found that 91% of Brits believe estate agents should highlight eco-tech features during property viewings. However, energy-saving solutions continue to rank lower in buyer priorities than aesthetic features such as kitchen islands and original fireplaces—despite their potential to save homeowners thousands in the long run.
But, there is a shift towards a greener future, with 70% of buyers believing a home can be both stylish and sustainable. Three-quarters (75%) are also willing to pay more for a property with built-in eco-tech. If given £10,000, nearly a quarter (23%) of buyers said they would invest it in smart and eco-friendly upgrades, reflecting a growing awareness of sustainability’s long-term benefits.
Tom Pakenham, Commercial Director at Hive, commented on the research, stating that more people are considering smart home technology and how it could make their homes more energy-efficient and cost-effective. He also emphasized the importance of smart home technology in every property purchase, citing Hive’s range of eco-tech solutions such as solar panels, heat pumps, and EV chargers.
The research also looked at factors outside of a property that buyers consider, with 40% researching the neighborhood, 16% looking at average house prices, 13% considering whether the property is freehold or leasehold, and 5% looking at the potential for renovation.
Scarlette Douglas shared the top ten things buyers should prioritize when purchasing a home. These include checking the EPC rating, asking about smart tech, inspecting windows and doors, assessing insulation, looking at the boiler and heating, asking about renewable energy, checking the house orientation, considering building materials, looking beyond the kitchen island, and investigating water efficiency.
The top property priorities according to Brits were found to be a driveway (48%), a spacious garden (42%), an ensuite bathroom (40%), open plan kitchen and living space (35%), a walk-in wardrobe (33%), a large utility room (32%), a kitchen island (29%), large windows and skylights (29%), insulating windows (29%), an old country cottage (27%), and original fireplaces (26%).
It is clear that while aesthetics continue to be a top priority for buyers, there is a growing awareness and interest in sustainable and smart home features. By prioritizing these features, buyers can not only create more energy-efficient homes but also save thousands in the long run.
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.