Energy Efficiency Homeowners Care About

Going green has become increasingly popular. Tax credits have encouraged individuals and companies to use more energy efficient products and this has created a giant industry. Add new product innovations that are both energy efficient and cost effective and it is easy to understand the appeal.

Yet consumers are often still confused by industry terms and product effectiveness. What is certain is that, according to the AARP public policy institute, energy costs have increased by over 42% since 2002. As a result consumers are very concerned about their energy costs. Utility bills include electric, gas and water. These costs are often the highest expense for homeowners, after the mortgage payment.

Cost savings are a bigger concern to consumers than saving the planet. If they can make informed decisions that provide a benefit to both, then you have the homeowner’s attention. Consumer promotions like Energy Star ratings are in place to help buyers make financial decisions and home improvements that will lessen environmental impact and save consumers money. Utility companies have even joined the throngs and often offer services that assist customers in recognizing ways to reduce utility bills.

When it comes to home purchases and home sales, energy efficient homes are thought to bring higher prices than homes without energy efficient measures. Items that include energy efficient windows and doors, upgraded insulation and energy efficient appliances top the list of upgrades homeowners find value in.

Other energy efficient measures like solar panels and solar water heaters are associated with higher costs and slower return on investments.  As a result they are less popular upgrades for homeowners. Since they are less available to the average owner, consumers do not have a good understanding about how they operate and how they will save the homeowner money. This impacts buyer interest and willingness to pay for these products.

When marketing a home, it’s important to recognize that consumers are very interested in saving money. While they like the feel good marketing that comes from going green, they are not willing to spend significantly more money in order to reduce the environmental impact. In the end green projects appear to be more about saving greenbacks than saving the environment.

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