Research Reveals Misconceptions Hindering Homeowners from Energy Efficiency Retrofits

Research Reveals Misconceptions Hindering Homeowners from Energy Efficiency Retrofits

(IN BRIEF) A study by Barclays and Ipsos has identified misconceptions as a key factor preventing homeowners from making energy efficiency retrofitting upgrades to their homes. The research highlights that homeowners overestimate the cost of common energy efficiency modifications and perceive them as more inconvenient than they actually are. Despite high energy bills, over half of homeowners lack confidence in making their homes more energy efficient, and one-third have ruled out such modifications entirely. However, Barclays’ data indicates that homeowners are more motivated to take action when improvements are made affordable. The study also reveals that homeowners are willing to pay a premium for properties that have undergone energy efficiency retrofits, with the potential for significant house price increases.

(PRESS RELEASE) LONDON, 7-Jul-2023 — /EuropaWire/ — Misconceptions around the cost and inconvenience of installing energy efficiency-related modifications are among the issues holding homeowners back from making retrofitting upgrades to their homes, according to new research.

The landmark study by Barclays and Ipsos of nearly 3,000 homeowners1 found that many overestimate the cost of common energy efficiency-related works, including solar panels, roof insulation and double or triple glazing.

As a result and despite record energy bills over the winter months, more than half (55 per cent2) of homeowners3 do not feel confident making their homes more energy efficient, while a third (33 per cent4) has ruled out making energy efficiency-related modifications altogether.

The research comes as Barclays proprietary data5 reveals that homeowners can be encouraged to take action when improvements are made more affordable. More than half (55 per cent) of Barclays Greener Home Reward claimants brought energy efficiency-related changes forward, or made the decision to undertake works as a result of the cash reward. The most popular changes homeowners have chosen to make via the scheme are solar panels (42 per cent), new doors and windows (24 per cent) and insulation measures (21 per cent).

Modifications less expensive and time intensive than expected

The study revealed the gap between what homeowners actually paid on average to make energy efficiency-related changes to their home, and the amount survey respondents expected to pay on average for the same modifications6.

The largest discrepancy was found to be the anticipated price of loft and pitch roof insulation, which respondents thought was more than two and half times more expensive than homeowners actually paid on average (£3,371 vs £1,213).

The cost of A-rated double/triple-glazed windows was also significantly overestimated, with respondents predicting it could cost a third (33 per cent) more than homeowners paid on average (estimated cost £8,166 vs actual £6,125).

The data also showed that homeowners think the installation of some modifications will take longer than the time works actually take to complete7, which could be particularly off-putting to hybrid and homeworkers who want to minimise disruption.

The most significant misconception was the length of time required to install solar panels, which were overestimated by 45 per cent. Homeowners also considered that A-rated double or triple-glazed windows took over 22 per cent longer to install than in reality8.

Modifications could boost house prices

The research shows that nearly one in two (47 per cent) homeowners agreed they are willing to pay a premium for properties that have already undergone key energy efficiency-related retrofitting modifications. When thinking about their own home, homeowners said they could be willing to pay around £23,000 more sum total for the same sized property with all of these four key energy efficiency measures installed9, which represents an almost 6 per cent uplift based on the average house price of those surveyed10.

This figure climbs to £30,000 among homeowners with a house worth between £500,000 and £900,0009, demonstrating the potential returns that retrofitting might be able to offer.

Barclays has partnered with Phil Spencer, Property Expert and Presenter, to provide insight to homeowners on getting started with making their homes more energy efficient. He says: “Having worked in property for more than 20 years, there has never been greater interest in retrofitting than there is today. Energy efficiency is a key consideration for house-hunters so properties with these types of modifications are in huge demand.”

“As Barclays’ research highlights, there are common misconceptions around the cost and disruption of retrofitting a home. I know that, when done properly, energy efficiency modifications can be transformative, resulting in energy savings and making your home more attractive to would-be buyers in the future.”

Greener Home Reward scheme extended

The research comes as Barclays announces the extension11 of its Greener Home Reward scheme which offers eligible residential mortgage customers up to £2,000 to make selected home energy efficiency-related improvements12.

No additional lending is required to benefit from the scheme and all eligible new and existing Barclays UK residential mortgage customers can sign up. Customers must register for the cash reward online and then make and pay for a selected home energy efficiency-related improvement.

Customers can choose to install any one of several home improvements from a set list13, including an air-source heat pump, double or triple glazed windows, solar panels, or home insulation. The chosen home improvement must be completed by a TrustMark-registered business or tradesperson – TrustMark is the Government-endorsed quality scheme that covers work consumers choose to have carried out in or around their home14.

Matt Hammerstein, CEO Barclays UK, comments: “Doing more across the UK’s housing stock to manage carbon emissions and increase energy efficiency in homes will help offset energy costs. That’s why we have decided to extend registrations for our Greener Home Reward until the end of January 2024 to support more customers in heating and powering their homes more efficiently.

“Our research identified myths and misconceptions about how long it takes to make energy efficient modifications and the costs involved, while our extension will also enable us to obtain greater insights to help us develop new products and services for our customers. We hope this extension opens the door to more homeowners planning improvements – while also providing a welcome financial boost to help them make changes ahead of next winter.”

Phil Spencer’s tips on making energy efficiency related modifications

1. Research costs and check funding options

Energy efficiency related home improvements don’t need to break the bank, but as Barclays’ research highlights, people often overestimate how much they do cost. Once you’ve established how much changes are likely to cost, you should check the funding options available. You might qualify for a grant or cash reward scheme, like the Barclays Greener Home Reward.

2. Prioritise what changes to make

This comes down to the cost-benefit of different modifications. I had someone review where my home was losing heat, so was able to fill the gaps with insulation, which reduced our heating bills. I know that having a home with pre-fitted modifications is also very attractive for prospective buyers and can increase the value of the property.

3. Decide when to make the changes

I am seeing more interest amongst homeowners and prospective buyers for homes which are more energy efficient – largely due to the rising cost of living. And because of increasing demand, more companies are offering retrofitting services, and prices are coming down. Now is also a good time to make changes so that they’re ready in time for next winter.

4. Find the right tradespeople

Remember the three R’s: Research, Reviews and References. You should always do the relevant due diligence when looking for a tradesperson online and look at the reviews. It’s even better to get a personal recommendation or reference before going ahead with any work.

5. Plan to ensure timings don’t run over

Having an open and honest discussion at the beginning of the project is crucial. Both parties (homeowner and contractor) must reach an agreement and communicate expectations in advance. It’s usually a good idea to write it all into an email.  With more people having to factor in hybrid working, a clear upfront plan will help mitigate against possible external issues.

A breakdown of the cash reward available through Barclays Greener Home Reward

To help consumers in making greener choices, the Barclays Sustainability Hub contains insight and support to provide homeowners with tools, resources and content on sustainability-related topics. More information about the Greener Home Reward can also be accessed via the hub: barclays.co.uk/sustainability

Barclays also recently announced a strategic partnership with British Gas, focusing on helping customers explore ways they could make their homes more energy efficient. The partnership launched with an offer of a 50 per cent discount on a Hive Thermostat Mini for Barclays UK residential mortgage customers15. Barclays and British Gas have shared ambitions to help customers to live more sustainably, in a way that works for them, and are exploring additional ways to support Barclays customers, with further announcements expected this year.

Notes to Editors

1 Consumer data and insights are taken from an online survey of 2,997 homeowners in the UK, commissioned by Barclays, and carried out by Ipsos in May 2023. All homeowners in the survey own their property either outright or with a mortgage, and own a property built 10+ years ago. The survey also screened for ‘able-to-pay’ homeowners (defined as homeowners who are not currently unemployed or not on Universal Credit/Jobseeker’s Allowance). Homeowners whose property has an energy performance certificate (EPC) rating of A or B were excluded from the survey.  For a full Technical Note, please go to: https://www.ipsos.com/en-uk/new-ipsos-research-for-barclays-explores-homeowners-experiences-making-energy-efficiency-improvements

2 55% of homeowners in our study agree ‘I would feel anxious about making energy efficiency improvements to my home’

3 All further references to ‘homeowners’ in this press release refer to ‘homeowners in this study’

4 33% agree that making home energy efficiency improvements ‘Is not something I would do’

5 Barclays’ proprietary data on customer uptake of the Greener Home Reward includes registrations and claims from 25 October 2022 to 31 May 2023

6 The mean average for the actual cost was based on responses to the following question, asked of all homeowners in our survey who had undertaken each of the modifications in the past two years: How much did you spend on each of the following home energy efficiency improvements you made to your home? The figures are based on the following product installations: solar panels (144), loft and pitch roof insulation (477) and A-rated double/triple glazing (481).
The mean average for the perceived cost was based on responses to the following question, asked of all homeowners in the survey: ‘For each of the following home energy efficiency improvements, please tell us how much you think they would cost to install in a home similar to the one you are living in now? By ‘cost to install’, we mean the cost for materials and labour. Please give your best estimate based on the list below.’

7 The mean average for the actual installation time was based on responses to the following question, asked of all homeowners in our survey who had undertaken each of the modifications: Thinking about the home energy efficiency improvements you have made your home, how long did it take to install each of the following? Please give your best estimate

The mean average for the perceived installation time was based on responses to the following question, asked of all homeowners in the survey: For each of the following home energy efficiency improvements, how long do you think each would take to install in a home similar to the one you are living in now. Please give your best estimate.’

8 Based on survey data, the most notable misconception was the length of time required to install solar panels, which people overestimated by 45 per cent on average (43 hours vs 27 hours). Homeowners also predicted (on average) that A-rated double or triple-glazing took over 22 per cent longer to install than in reality (39 hours vs 31 hours).

9 The total premium homeowners were willing to pay was calculated using the sum total of what homeowners would be willing to pay, on average, for each of the four modifications individually (air source heat pump £6889, solar panels £6565, loft and pitch roof insulation £3967 and double or triple glazed windows £5988). The percentage premium was then calculated relative to the mean average property value in our survey.

10 Average estimated house price for those completing the survey is £400,000

11 Registration period has been extended until 31 January 2024

12 Subject to Eligibility Criteria. Terms and conditions apply and can be found at: https://www.barclays.co.uk/content/dam/documents/personal/mortgages/Greener-Home-Reward-terms-and-conditions.pdf

13 Further details of the eligible home improvements and a full breakdown of the cash reward available through the Barclays Greener Home Reward can be found at: https://www.barclays.co.uk/mortgages/greener-home-reward/

14 Before carrying out any work, it may be advisable for customers to speak to a range of TrustMark-registered businesses or tradespeople to find out more about the products they offer, where they come from, what the work involves, and what cost and energy savings might be expected. Customers should do their own research and are make sure they are happy with their decision before they agree to go ahead with any home improvements. Barclays Bank UK PLC is not responsible for any work that’s carried out under the Greener Home Reward. If there’s an issue with the quality of the work, or the customer is disappointed with the efficiency savings after the improvements have been carried out, they should raise this with the TrustMark-registered business or tradesperson they used.

15 Terms and Conditions can be found at: https://www.barclays.co.uk/sustainability/greener-homes/hive-thermostat-mini/terms-and-conditions/

Media Contact:

ukpressoffice@barclays.com

SOURCE: Barclays