Bridging the Gap: Engaging Homeowners and Real Estate Professionals in Energy Efficiency Initiatives

Megan Hill, an Engagement Specialist with the City of Iowa City’s Climate Action and Outreach division, is passionate about driving climate action and fostering community engagement. With her experience in environmental justice and public outreach, Megan shares insights into how Iowa City connects with homeowners and real estate professionals to promote energy-efficient home features. In this blog post, Megan offers strategies for increasing awareness, building partnerships, and ensuring that energy-efficient home features are a priority in the housing market.

1. Making Energy-Efficient Home Features Tangible for Homeowners

According to Megan, one of the biggest challenges in promoting energy-efficient home features is that they’re often perceived as vague and not as exciting as other home upgrades like installing solar panels or remodeling a kitchen. "The concrete steps aren’t always clear to homeowners," Megan explains. "Neither are the benefits." To overcome this, Iowa City focuses on using specific language that names both the technology and its benefits. Instead of promoting “energy efficiency,” they highlight solutions like smart thermostats, precision cooktops, energy-saving heat pumps, and high-performing attic insulation.

Megan emphasizes that real estate professionals play a critical role in communicating these benefits. Homeowners may not seek advice from City Hall when buying or selling a home, but they do listen to their Realtors. A well-informed Realtor can explain the cost-saving benefits of home upgrades, like how a lack of insulation could cost a homeowner more over time or suggest energy-efficient replacements like heat pumps when an aging air conditioner is on its way out.

2. Collaborating with Real Estate Professionals to Elevate Energy-Efficient Home Features in the Market

Local governments like Iowa City have found success in working closely with real estate professionals to ensure energy-efficient home features gain traction in the market. Megan highlights Iowa City’s collaboration with the Iowa City Area Association of Realtors (ICAAR). "We’ve sponsored scholarships for Realtors to attend training on selling high-performing homes, hosted our own trainings, and even presented at individual real estate offices."

One notable outcome from these partnerships is the creation of a new grant program that incentivizes builders to obtain a Home Energy Rating System (HERS) score for their homes. "This idea grew directly out of conversations with Realtors," Megan says. After hearing the enthusiasm for using HERS ratings as a tool in real estate, the city set out to create the program. The grant has already inspired builders to aim for higher efficiency ratings to qualify for incentives and use HERS certificates as a selling point.

This program, still in its pilot phase, is a promising step toward driving the adoption of energy-efficient home features in the housing market, and Megan hopes to explore parallel programs, through collaborating with Pearl Certification, in the future. 

3. The Role of Public Education and Outreach in Promoting Energy-Efficient Home Features

Public education and outreach are key to bridging the gap between homebuyers, sellers, and energy-efficient home features. Megan acknowledges that homeowners have busy, complex lives, and when they are looking to buy a home, they often spend less than an hour making a decision. This makes it crucial for them to quickly understand the benefits of energy-saving features.

To address this, Iowa City focuses on ongoing education campaigns to raise awareness about energy-efficient home features. Megan believes that real estate professionals play a critical role in these efforts. “At the time of sale, builders and Realtors need to use value-led messaging to highlight energy-efficient home features and their long-term savings potential.”

A prime example is solar energy. Although many homeowners recognize the benefits of solar panels, concerns about the lengthy payback period can deter them from making the investment. “Helping homeowners see how solar adds value to their home’s sale price, much like a kitchen or bathroom remodel, helps shift their perspective,” Megan explains. By reframing solar energy as both a cost-saving feature and an asset that boosts home value, Iowa City and its partners are helping homeowners feel more confident in energy-efficient home investments.

Register for the Webinar: "Partnering with Real Estate for Market Transformation"

Want to learn more about the role of real estate professionals in advancing energy efficiency and market transformation? 

Join us for a webinar on October 17th, 2024. Experts from MEEA, Pearl Certification, the Appraisal Institute, and the City of Iowa City will explore the importance of energy-efficient home features in real estate, the challenges agents face, and strategies for promoting these features during the home-buying process. We'll alsi cover how cities, states, and utilities can help support agents and homeowners through the process. 

Don’t miss this opportunity to gain valuable knowledge from leaders in the field and learn how to make a positive impact in your market. Register Now!