Green living is in demand: Clean air, pure water rank among home buyers’ top priorities

Green features that ensure a home has clean air and water are a top priority for aspiring home buyers, according to a new Rocket Mortgage and Redfin survey fielded by Ipsos.

More than one-third (34%) of house hunters in the U.S. say a “clean” home, meaning one with high-end filtration systems for air and water, is a priority. By “priority,” we mean house hunters ranked it as one of their top three most important features for the next home they live in out of a list of 22.

That makes it the second-most common priority for prospective home buyers, closely trailing security systems, which 35% of house hunters rank as a top-3 priority.

Here is what buyers value today and how green home features can provide some great return on investment.

Key takeaways:

• 34% of prospective buyers are prioritizing homes with high-end water and air filtration systems, making it the second-most important priority among a list of 22, per a new Rocket Mortgage and Redfin survey.
• Clean home features outrank luxury amenities like pools and theaters. Only security systems rank higher.
• Clean living ranks #1 for Gen Z home buyers.
• For house hunters without kids living at home, clean features rank #1. For buyers with kids, clean homes rank behind security systems.

A clean home and security are buyers’ top priorities

Here’s a quick glance at the results of the survey.

This report is based on a survey commissioned by Rocket Mortgage and Redfin and fielded by Ipsos in November 2025 to 4,000 U.S. residents. The question featured in this report was asked of the 1,007 respondents who said they plan to move in the next year. Please see the end of this report for more on methodology.

Far more house hunters rank security systems and clean-home systems as priorities than any other feature. Views come in a distant third, with 22% of prospective buyers saying they’re a top priority, followed by smart-home technology (18%) and covered outdoor patios (18%).

Climate-resilient upgrades and backup power sources – such as solar panels or generators – tie for the sixth-most important priority among house hunters, with 17% ranking each among their top considerations.

“Climate questions are one of the first things buyers want to talk about,” said Bryan Carnaggio, a Redfin Premier agent in Jacksonville, Florida. “Because climate disasters have made it harder to get a home insured, buyers want to make sure the roof is new, and that there’s nothing else about the home that will make it tough to insure and/or tough to live in if a hurricane or other big event strikes. Buyers want stability, peace of mind, and, of course, manageable monthly insurance costs.”

Buyers want climate resiliency more than luxury amenities

Features that take climate risks into consideration and prioritize health are ranked higher than luxury or recreational upgrades like swimming pools, home theaters, or tennis courts.

Research shows that people have become increasingly concerned about climate change in recent years, and experiencing the effects of it in more personal ways, like living with more extreme weather and more air pollution.

Nearly half (46%) of survey respondents say daily life in their area has been disrupted by a natural disaster in the past 5 years, according to the survey. Additionally, nearly half (47%) say climate change affects where they choose to live.

Two-thirds (67%) of survey respondents said living in an area where homes are at low risk of a natural or climate disaster such as fire, flood, or poor air quality is a must-have feature, meaning they wouldn’t be willing to compromise for affordability. That’s one of the most common “must-haves” for house hunters, ranking behind only safety-related features such as personal safety and living in an area with a low rate of crime, and access to grocery stores.

Clean home features top Gen Z wish lists

Nearly two in five (39%) Gen Z house hunters say a clean home with features like water or air filtration systems is a top priority for their next home, putting it at #1. It’s followed closely by security systems (38%). Backup power generation (16%) and climate-resilient upgrades (15%) are also in the top 10 for Gen Z.

Research shows that younger Americans are more active than older generations when it comes to addressing climate change and taking personal action to combat it.

Clean homes come in second for both millennials and baby boomers, ranking after security systems, and third for Gen Xers, after security systems and views.

Buyers without kids rank clean home features as top priority

More than one-third (36%) of house hunters with no kids living at home say clean homes are their top priority. Security systems came in second (33%).

Compare that with house hunters with kids living at home. For that group, security systems are #1 (36%), followed by clean homes (32%).

Green home upgrades can reduce costs and attract buyers

The survey results show that home buyers care about sustainable home features. If a home seller wants to invest in these features to attract a buyer – a challenging task in many markets today – it can cost a substantial amount but may lead to better offers.

"For many owners, home equity is their most powerful financial tool," says Bill Banfield, Chief Business Officer at Rocket. “Using a cash-out refinance¹ to fund green upgrades can help homeowners reinvest in their property, make it more attractive to buyers when it hits the market and reduce energy costs in the meantime.”

For homeowners who aren’t looking to sell anytime soon, green upgrades are still a smart way to future-proof a home and bring down long-term utility expenses.

• Solar: Installing a typical residential solar panel system costs around $15,000 – $25,000 on average, but it can pay off. One study found that buyers are willing to pay a premium of $15,000 for a home with an average-sized solar array. Over a 10-year period, solar can generate a 10.8% return, and it can pay for itself in as little as 4 years.
• Windows: One simple upgrade to improve climate resilience and energy efficiency is installing high-efficiency windows. Depending on the size and age of a home, a full window upgrade costs $8,000 – $15,000 on average, while energy savings can add up to $71 – 501 per year.
• EV charging: While there is no government-backed average cost of installing a typical Level 2 EV charger, EV cars themselves can save owners between $3,000 – $10,500 in fuel costs compared to a conventional gasoline car.

Full survey results

Methodology

The survey results in this report are from a survey commissioned by Rocket Mortgage and Redfin and fielded by Ipsos in November 2025 to 4,000 U.S. residents. The question featured in this report was asked of 1,007 respondents who said they plan to move in the next year. The results for this combined group of survey respondents have a credibility interval of plus or minus 3.8 percentage points.

This report focuses mainly on the question: When thinking about the next home you live in, what are the top 3 most important features/amenities for this home? Respondents could select 3 from 22 options; the full list of options is in the chart and table above. Here’s the full survey questionnaire for questions referenced in this report.

To determine the potential cost and return on investment for green home upgrades, Rocket Mortgage compiled up-to-date government and nonpartisan research for the most common upgrades people make. All estimates represent typical ranges and should be considered directional rather than definitive.

¹ Refinancing may increase finance charges over the life of the loan.