In today’s competitive real estate market, standing out as an agent is more challenging than ever. Buyers and sellers are looking for expertise but also for added value that resonates with their lifestyle and priorities. One emerging trend reshaping client expectations is the so-called “healthy home.”
What is a healthy home?
A healthy home is designed, constructed, maintained or rehabbed to prevent diseases and injuries caused by housing-related hazards. From improving indoor air quality to reducing allergens, healthy home features are becoming a key selling point for health-conscious buyers — and a powerful lead-generation tool for savvy agents. From athletes to mothers of asthmatic children to war veterans who were exposed to toxic environments, the appeal of a healthy home spans a wide audience.
Reducing energy improves health
The U.S. Department of Energy published the HomeRx report, which explores the connection between home performance and health. Energy-efficient homes can improve occupant health outcomes, particularly in areas such as asthma, high blood pressure and allergies.
The concept of high-performance homes offers even more insights into the relationship between energy efficiency and health.
Challenge: Despite the growing demand for healthy homes, the MLS has not fully adapted to reflect this trend. For instance, Arizona ranks fourth in the nation for the number of DOE Zero Energy Ready homes, yet this certification is not searchable. The same issue applies to the Passive House, highlighting a significant gap in how these homes are represented and marketed.
Solution: Add “healthy home” to the public remarks in your MLS listing when a home has features that support healthy living. When searching the MLS, add public remarks with the “healthy home” tag.
Capitalizing on market trends
The Global Wellness Institute estimated the wellness real estate economy at $438 billion in 2023, and that economy continues to grow. While the concept of a healthy home is not new, it gained significant momentum during the pandemic. Health and wellness have become central to consumer decisions, with over 60% of homebuyers now prioritizing homes that promote well-being. Features like air purifiers, energy-efficient ventilation, non-toxic materials and mold-resistant construction reflect this shift. By positioning yourself as an expert in healthy homes, you align your business with growing demand and demonstrate that you’re ahead of the curve.
Building trust and credibility
Asthma, which affects millions of Americans, is often exacerbated by environmental triggers commonly found in homes.
When you educate families about features like advanced air purification systems, hypoallergenic carpets or non-toxic paints, you’re solving problems, not just selling properties. This builds trust and sets you apart from other agents.
Generating quality leads
Incorporating healthy home concepts into your marketing strategy attracts higher-quality leads. Hosting workshops or webinars on improving indoor environments or energy efficiency can draw prospective clients who value wellness. Promoting these events on social media and your website helps reach this audience. Additionally, keywords like “healthy living” or “wellness features” in online listings boost visibility.
Enhancing property value
Highlighting healthy home features can justify higher listing prices. The Global Wellness Institute reports that wellness lifestyle real estate developments command sales-price premiums of 10-25%. Homes with features like smart ventilation systems, air purification, VOC-free paint or UV-C light technology are seen as premium offerings. Emphasizing these aspects during showings and in marketing materials makes properties stand out while ensuring sellers achieve optimal value.
Strengthening your referral network
Specializing in healthy homes positions you as a resource for eco-conscious builders, contractors and wellness-focused businesses. These relationships can lead to a steady stream of referrals, boosting your long-term success.
Practical steps to get started
“Know the science, sell the benefit.” This advice from my friend Craig Foley underscores the importance of understanding healthy home features and explaining them in simple, relatable terms. Here’s how to begin:
Educate yourself: Take courses or attend seminars on healthy home trends and technologies to enhance your expertise
Update listings: Highlight features like air purification systems, non-toxic materials and energy-efficient designs in your property descriptions.
Use MLS filters: Familiarize yourself with searchable taps for certifications, energy-efficient features and smart technologies in your local MLS.
Leverage social media: Share tips, success stories and testimonials about healthy home benefits to attract a targeted audience.
Collaborate with experts: Partner with local wellness-focused businesses to co-host events or promotions, expanding your reach.
Conclusion
Healthy home features aren’t just a passing trend — they reflect the evolving priorities of today’s buyers. By embracing this concept, you enhance your value proposition and position yourself as a forward-thinking leader in the real estate market. Incorporate healthy home strategies into your business, and watch as it transforms your lead generation efforts and overall success.
Ali Al-Asady is a Realtor, an instructor, a speaker and CEO of the Phoenix-based Alliance Learning Institute, dedicated to exploring the connection between health and homes.