Home decarbonisation: the role of the residential sales and lettings sector

This report presents findings from behavioural research exploring the role of estate agents, lettings agents, and property managers in home decarbonisation. It covers: behavioural barriers and enablers to current activities how to increase the impact of professionals in the residential sales and lettings sector ( RSLS ) on home decarbonisation in the future DESNZ commissioned Verian to carry out the research, which involved: a rapid evidence review interviews with experts interviews with RSLS professionals online focus groups with homeowners Understanding the role of residential sales and lettings (RSLS) professionals in home decarbonisation Ref: RAF063/2122 PDF , 340 KB , 32 pages Understanding the role of residential sales and lettings (RSLS) professionals in home decarbonisation: technical annex Ref: RAF063/2122 PDF , 519 KB , 57 pages Verian (2024) RAF063/2122 Understanding the role of residential sales and lettings professionals in home decarbonisation Research report Conducted by Verian (formerly Kantar Public) for the Department for Energy Security and Net Zero prior to the general election in the United Kingdom in July 2024. As such, any references to government policies, commitments, or initiatives may reflect the stance of the previous administration and were accurate at the time of fieldwork and writing. 2 Views expressed in this report are from the relevant research agencies, based on data collected from research participants and other evidence, and not necessarily those of the UK government. © Crown copyright 2024 This publication is licensed under the terms of the Open Government Licence v3.0 except where otherwise stated. To view this licence, visit nationalarchives.gov.uk/doc/open-government-licence/version/3 or write to the Information Policy Team, The National Archives, Kew, London TW9 4DU, or email: psi@nationalarchives.gsi.gov.uk. Where we have identified any third-party copyright information you will need to obtain permission from the copyright holders concerned. Understanding the role of RSLS professionals in home decarbonisation 3 Contents Executive summary _________________________________________________________ 4 Research background ________________________________________________________ 4 Summary of findings _________________________________________________________ 4 Introduction _______________________________________________________________ 7 Policy background and research need ___________________________________________ 7 Research aims ______________________________________________________________ 8 Method ___________________________________________________________________ 9 Approach __________________________________________________________________ 9 Interpreting the findings _______________________________________________________ 9 Findings _________________________________________________________________ 10 RSLS professionals’ perceptions of how consumers consider home decarbonisation in their decision-making ____________________________________________________________ 10 The perceived role of RSLS professionals in home decarbonisation ___________________ 16 Home decarbonisation considerations in the current practices of RSLS professionals _____ 19 Stages of the consumer journey at which RSLS professionals may support decision-making around home decarbonisation _________________________________________________ 24 ISM behavioural analysis of RSLS professionals supporting homeowners with home decarbonisation ____________________________________________________________ 25 Conclusions and implications _______________________________________________ 30 Understanding the role of RSLS professionals in home decarbonisation 4 Executive summary Research background The Department for Energy Security and Net Zero (DESNZ) wants to support homeowners to decarbonise their properties via improved energy efficiency and installation of low carbon heating systems. Previous research conducted in different countries has identified that the residential sales and lettings sector (RSLS) is a key influence on homeowners’ knowledge, attitudes, and decisions relating to home decarbonisation. In the UK, the RSLS employs over half a million people, comprising of a multitude of services, including property development, investment and advisory, brokerage, leasing, appraisal, and management1, but no research to date has been conducted to understand its influence on homeowners around home decarbonisation within the British context. This report details the findings of qualitative research commissioned by DESNZ to fill evidence gaps regarding how RSLS professionals most involved in consumer decision-making currently support homeowners to decarbonise their properties across England and Wales. Fieldwork was conducted between November 2023 and February 2024. The research objectives were: • To understand estate agents’, letting agents’ and property managers’ roles and current activities in relation to home decar

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