High-end homebuyers are going big on ‘green’

The demand for sustainable-living and security technologies is rapidly gaining ground among the world’s most affluent home-buyers, with whole-house energy solutions implemented during initial construction being the most popular, closely followed by the convenience offered by ‘smart’ technologies.
These are findings of the Affluent Perspective 2016 Global Study just released by international market research company YouGov in association with Luxury Portfolio International©.
Researchers who polled the top 10% of consumers in 12 countries found that 70% of these wealthy individuals regarded sustainable living as a “core value” – and that this percentage was even higher (77%) outside of the US.
In addition, 58% of affluent homebuyers globally said having a ‘smart’ home was very important to them, with that percentage rising to 70% outside the US. 
The most sought-after sustainability features were:
·         Energy Star/ LEED certification of energy efficiency and eco-friendly design. (In SA the Green Building Council is the official certification authority);
·         Sustainability technologies such as solar panels and on-demand water heaters;
·         The ability to control ‘smart’ heating or air conditioning through a mobile device to achieve energy efficiency;
·         The ability to control lights and window shades through a mobile device; and
·         The ability to operate small appliances through a mobile device. 
In addition, SA is not the only country where advanced in-home technologies that enhance home security – and protect privacy – are of increasingly high importance to wealthy real estate consumers. Around the world, the survey found, the features that are most favoured in this respect were: 
·         The ability to operate the home security system through a mobile device;
·         The ability to view live or recorded video of your home through a mobile device’
·         The ability to lock / unlock doors through a mobile device.
And finally, in-home entertainment options such as wireless speakers throughout the home or an advanced in-home theatre/media centre are now almost always included in the technology conversation for high-end buyers.  
“These are important insights for those selling and developing luxury real estate, who may need to focus more on the ‘green’ and ‘smart’ aspects of the properties they are bringing to market,” says Berry Everitt, CEO of Chas Everitt International, which is the SA affiliate of Luxury Portfolio International©, the luxury face of Leading Real Estate Companies of the World© (LeadingRE).
“What is more, it would seem that money is no object for such buyers, with 70% of survey respondents saying they always choose the best, and expect the price they pay to reflect this. This means that those who need to retrofit luxury properties to achieve increased energy-efficiency and convenience should not hesitate to choose top-of-the-range equipment.”
In addition, he says, they would be well-advised to list their properties with a top independent real estate company like Chas Everitt International. “The YouGov study found that wealthy buyers are increasingly turning away from big corporate brands and placing their trust in independents, who they feel are better able to provide them with what they require, including a high level of very personalised service, a better selection of listings, and a deeper consideration for their overall privacy and security.
“And that is changing the whole dynamic of marketing in the luxury real estate sector.”

  Comment on this Article

  Please login to post comments

Post to my facebook wall
Characters remaining

    Latest Property News
    • 20 Nov 2017
      Since 2012, sectional title complexes have been leading the South African property market, not only in terms of price growth, but sales volumes as well. Remaining relatively strong, even in the face of 2017’s political and economic turmoil, experts say this market segment could offer valuable insight into South Africans’ property purchase priorities.
    • 20 Nov 2017
      Regardless of whether you are purchasing your first start-up home, downsizing or moving in with roommates, finding ways to maximise small spaces can be a big advantage, says Adrian Goslett, Regional Director and CEO of RE/MAX of Southern Africa.
    • 20 Nov 2017
      Property valued at approximately R1 billion is on High Street Auctions’ sales floor during the month of November, including the much-anticipated sale of the Tshwane Mayoral Residence and the land occupied by one of South Africa’s oldest operating gold mines.
    • 17 Nov 2017
      FWJK has announced the launch of its latest residential brand, the Lil’ Apple, which will be launched simultaneously in two developments in Cape Town and Umhlanga totaling 600 apartments. The Lil’ Apple is set to be a brand of FWJK’s New York style apartments which will be rolled out nationally.
    • 17 Nov 2017
      It’s been a tumultuous year on many fronts, with socio-political uncertainty setting the tone for much of South Africa’s economic activity yet despite this and seemingly counter-intuitively, the residential property market has held up well.
    • 17 Nov 2017
      The EAAB (the Estate Agency Affairs Board) recently claimed that around 50,000 illegal estate agents could currently be operating illegally.
    • 16 Nov 2017
      Penthouses are synonymous with New York – characterised by high-rise living that is decidedly luxurious and spacious. While exclusivity comes at a price, you can still create a “penthouse” look and feel in your existing apartment or even the upstairs bedroom of a double storey house with some clever design changes and styling touches.
    • 16 Nov 2017
      The area has long been popular with kite surfers and, with escalating property prices in Cape Town itself, is increasingly in demand with home owners who work in town, but are looking to invest in more affordable properties.
    Subscribe to the MyProperty Newsletter

    Last Name  
    Email Address  
    Email Frequency
    Share this Page

    For Sale Property
    Rental Property
    More Options
    Connect with us