Home buyer behaviour research conducted in the first few months of 2026 by developers, mortgage lenders and property portals all point to increasing demand for energy efficiency
According to Actis, the findings underline the need to focus on creating a thermally effective building envelope in the first place, before specifying renewable technologies.
UK and Ireland technical manager, Harsha Mistry, says sentiment observed by Rightmove, Zoopla, Halifax, Nationwide and Santander, along with a survey by developer Story Homes, all point to increasing buyer demand for homes with lower overall running costs – rather than just the property’s capital price.
Research shows a preference for energy efficient homes
The lenders agree that combined mortgage and fuel costs are becoming more important than the headline property price tag for many.
Back in 2022, Santander’s Green Premium report said buyers were willing to pay a 9.4% premium for an energy efficient home, with estate agents seeing a 79% rise in interest in energy efficiency ratings, because they were focusing on longer-term running costs.
Rightmove’s 2026 housing market commentary states that homes with stronger energy efficiency credentials are linked to faster sales and prices around three to eight per cent higher than less efficient alternatives.
Lower energy bills are becoming an incentive to move
Meanwhile, a survey of 2,000 house hunters by developer Story Homes showed 61% of buyers cited lower energy bills as a ‘major factor’ in their decision, with nearly 30% saying a more energy-efficient home with lower running costs would encourage them to move.
Mistry explained: “The need for all new-build homes to be net zero ready by March 2028, under the Future Homes Standard, can be achieved either by heavier reliance on new technology, or by reducing the need for energy in the first place, by focusing on the fabric of the building as the first port of call.
“This can be done by limiting the heat loss through thermal elements, reducing thermal bridging and improving air tightness.”
Choose Actis’ insulation range for a fabric first approach
Actis’ Hybrid range of insulation, insulating vapour control layers, and insulating breather membranes – Hybris, H Control Hybrid, and Boost R Hybrid, along with its two-in-one Eolis HC – is specifically designed to counteract thermal bridging and deliver excellent U-values. They keep homes warm in winter and reflect heat – around 94% of infrared radiation – in summer.
“Only once the most thermally effective envelope has been specified should renewables be brought into the equation. There is no point in wasting money and damaging the environment by pumping heat out of a leaky building. Fabric first, technology second.”
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