Homebuyers seek energy efficiency data; utilities can bridge the gap
New research reveals a disconnect between homebuyers' interest in energy efficiency and the lack of information provided during real estate transactions. Utilities are positioned to fill this gap by partnering with real estate agents to educate buyers about energy costs and technologies.
Buying a home is a major financial decision, but many consumers lack critical information about energy efficiency when making their choice. With mortgage rates near 20-year highs and rising energy costs, buyers need better guidance on long-term operating expenses tied to heating, cooling, and appliances. Yet, real estate listings rarely highlight energy-efficient features, leaving buyers in the dark about potential savings or costs.
## Consumers value efficiency more than agents realize
A recent study by the Smart Energy Consumer Collaborative, in partnership with the National Association of Realtors and 257, found that over 80% of homebuyers consider energy efficiency important in their decision-making. However, only 34% of real estate agents believe efficiency is a priority for buyers. This disconnect means agents often overlook efficiency features in listings or tours, leaving buyers to navigate energy costs on their own.
An analysis of 143 million real estate listings from 1995 to 2025 revealed that while about one in four U.S. homes has at least one major energy-efficient or clean energy feature, only 8.3% of listings mentioned energy efficiency last year. Even when present, key technologies like heat pumps (mentioned only 8% of the time) and rooftop solar (omitted a third of the time) are rarely highlighted. This lack of transparency has financial consequences: listings mentioning solar sell for 2% more, while those mentioning heat pumps sell for 0.6-1% more, indicating consumers are willing to pay a premium for efficiency-if they know about it.
## Utilities can fill the knowledge gap
Real estate agents often lack the expertise to discuss energy efficiency, with 42% citing personal knowledge gaps and 22% lacking accessible resources. However, nearly 60% of agents are interested in training on efficiency, incentives, and technologies. Utilities, with their existing consumer education programs, are well-positioned to provide this support.
The study suggests utilities can engage in the home-buying process by:
- Creating agent-specific resource hubs with fact sheets and program links. - Sponsoring energy efficiency content on platforms like MLS and Zillow. - Offering bill-estimation tools for listed homes. - Providing quick-reference materials for showings. - Tailoring messaging to recent movers based on their home’s energy assets. - Partnering with contractors to ensure consistent messaging.
## Post-purchase opportunities for efficiency upgrades
Homebuyers often make energy-related upgrades after moving in, with 33% installing efficient appliances, 33% adding smart thermostats, and 19% setting up EV charging. Utilities can guide these decisions early to prevent suboptimal choices or missed incentives. By engaging buyers at the point of purchase, utilities can accelerate the adoption of grid-friendly technologies like heat pumps, solar, and battery storage while helping consumers save on long-term energy costs.
The study highlights a clear opportunity for utilities to become trusted partners in the home-buying process, benefiting agents, buyers, and the grid alike.
