There's an interesting yin and yang to selling a home (or home improvements) based on energy efficiency. On the one hand, 81 percent of prospective homebuyers claim energy efficiency would impact their home selection, all other things being equal (amenities, school district and price). But on the other hand, half of us claim to have made 1–3 energy-efficient improvements to our homes, only to see our utility bills stay the same or go up. So many of us feel like Charlie Brown chasing the proverbial football, and just don’t buy into energy efficiency savings claims anymore.
The net effect is that fewer and fewer Americans are actually in the market for energy-efficient products and services today than they were a few years ago, and—perhaps not surprisingly—most prioritize aesthetics over energy efficiency. Only 12 percent of Americans intend to make energy-efficient improvements in the near future, while 55 percent are likely to make aesthetic improvements.