What Makes a Home “Healthy”?

Homebuyers are increasingly prioritizing features and upgrades that enhance their mental, emotional, and physical wellbeing.

When builders are asked what defines a healthy home, their first response is often indoor air quality. When consumers are asked the same question, they regularly point to a broader range of features that enhance comfort and convenience.

While indoor air quality remains a key component of healthy homes, it is no longer the only priority for today’s buyers, who are prioritizing elements such as natural light, non-toxic materials, seamless indoor-outdoor connections, and consistent indoor comfort with stable temperatures. They want features that make everyday living more comfortable and convenient while also improving their overall quality of life.

COGNITION Smart Data shows that natural light (47%), non-toxic materials (42%), and fresh air ventilation (35%) rank as the top three non-negotiable health and well-being features.

Demand for healthy homes is strong–and growing. According to COGNITION Smart Data, 27% of buyers are willing to pay $5,000 to $10,000 more upfront for healthy home features if they reduce long-term homeownership costs and improve quality of life. An additional 23% are willing to spend $10,000 or more.

Builders can better capture buyer interest by positioning a healthy home as a collection of features that enhance overall quality of life, rather than focusing solely on indoor air quality.

For example, COGNITION Smart Data shows that in kitchens, buyers are looking for improved lighting, ample countertop workspace, and high-tech appliances that make the space more comfortable, functional, and supportive of everyday well-being.

In bathrooms, priorities include multifunction showers, walk-in designs, and access to natural light.

Understanding homebuyer’s healthy home priorities allows builders to refine marketing strategies and highlight the elements that enhance comfort, convenience, and overall quality of life.

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