Homebuyers Want Resilience—Financial Incentives Could Seal the Deal
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Lower insurance premiums, rebates, and green financing are encouraging buyers to invest in resilient homes. But how much are they truly willing to spend, and what’s influencing those choices?
In today’s uncertain economy, homebuyers are seeking stability and long-term value. Resiliency delivers both: It can protect against costly repairs, lower insurance premiums, and safeguard the long-term value of the home.
Cost predictability is a powerful motivator. Buyers across all generations are increasingly willing to invest upfront when it leads to reduced operating costs over time. According to COGNITION Smart Data, 68% of builders report that their clients are willing to pay more upfront for resiliency upgrades.
Consumers recognize resilient housing as a smart financial investment with meaningful ROI. Nearly half (45%) are willing to invest $10,000 to $20,000 in resilience features, and another 10% are prepared to spend more than $30,000, according to COGNITION Smart Data.
Builder sentiment echoes this trend: approximately 75% say resilience is a highly important selling point for buyers. Financial incentives, including lower insurance premiums, rebates, and access to green lending products, are accelerating demand and often serve as compelling closing tools.
The takeaway for building professionals and manufacturers is clear: to win today’s buyer, position resilience as both a protection strategy and a smart financial decision. The strongest message is the simplest–resilience pencils out.
Like this COGNITION Hot Take? We have more! Unlock the data driving the industry’s sustainability transformation to build smarter and sell faster. Subscribe to COGNITION Smart Data.
Victoria Muharsky is an ESG specialist at Green Builder Media, where she leads the ESG for Building Working Group. Under her guidance, the group has successfully overseen the release of the groundbreaking ESG Defining Principles. Crafted collaboratively by industry experts, these guidelines are revolutionizing the homebuilding sector's approach to ESG and sustainability.
Homebuyers Want Resilience—Financial Incentives Could Seal the Deal
Lower insurance premiums, rebates, and green financing are encouraging buyers to invest in resilient homes. But how much are they truly willing to spend, and what’s influencing those choices?
Cost predictability is a powerful motivator. Buyers across all generations are increasingly willing to invest upfront when it leads to reduced operating costs over time. According to COGNITION Smart Data, 68% of builders report that their clients are willing to pay more upfront for resiliency upgrades.
Consumers recognize resilient housing as a smart financial investment with meaningful ROI. Nearly half (45%) are willing to invest $10,000 to $20,000 in resilience features, and another 10% are prepared to spend more than $30,000, according to COGNITION Smart Data.
Builder sentiment echoes this trend: approximately 75% say resilience is a highly important selling point for buyers. Financial incentives, including lower insurance premiums, rebates, and access to green lending products, are accelerating demand and often serve as compelling closing tools.
The takeaway for building professionals and manufacturers is clear: to win today’s buyer, position resilience as both a protection strategy and a smart financial decision. The strongest message is the simplest–resilience pencils out.
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Like this COGNITION Hot Take? We have more! Unlock the data driving the industry’s sustainability transformation to build smarter and sell faster. Subscribe to COGNITION Smart Data.
By Victoria Muharsky
Victoria Muharsky is an ESG specialist at Green Builder Media, where she leads the ESG for Building Working Group. Under her guidance, the group has successfully overseen the release of the groundbreaking ESG Defining Principles. Crafted collaboratively by industry experts, these guidelines are revolutionizing the homebuilding sector's approach to ESG and sustainability.