Homebuyers in the UK have been given a stark reminder of their priorities by a recent survey: when it comes to making a purchase, energy efficiency is no longer the top concern. In fact, despite 85% of those polled considering it "important" or "very important", only a tiny fraction – just 2% – would pay significantly more for an eco-friendly property.
LRG's Sales Report Summer 2026 surveyed over 700 buyers and sellers, revealing that a massive 37% are unwilling to pay any extra for improved energy performance. Another third (36%) said they'd only consider a higher price if it came with lower running costs – effectively offsetting the additional cost.
Neil Louth, Group Executive Director of LRG, points out that buyers have become savvy about actual costs, thanks in part to being able to assess running expenses before even viewing a property. This has made those costs a crucial factor in affordability calculations, especially in competitive markets like London.
The backdrop to these findings is the energy price cap increase in June 2026, which has hit households hard. It's likely this economic pressure is driving buyer attitudes – making them keenly aware of managing their household budgets amid broader affordability challenges.
Buyers are now demanding detailed information from sellers before viewings, including boiler age and service history, meter details, and estimated monthly bills – a far cry from simply relying on Energy Performance Certificate (EPC) ratings. This desire for granular detail signals that buyers want to understand the tangible financial impact of a property's efficiency on their outgoings.
According to Louth, conversations about heating costs and boiler replacements have become standard viewing room topics – unthinkable just five years ago. The study suggests that while highly efficient properties may not command significant price premiums, those with poor efficiency could face downward pressure in negotiations – prompting sellers to proactively address any concerns before listing.