Ontarians willing to spend more money for energy-efficient homes

New survey reveals top three features Ontarians will spend money on when
    buying a home this yearTORONTO, July 6 /CNW/ - Builders and sellers take heed: according to a
new Leger Marketing poll, Ontario homebuyers are ready to open their wallets
for homes that are energy efficient, will retain their value and are built
with environmentally friendly materials. These three features were identified
as the top three features that Ontario homebuyers are willing to pay for when
purchasing a new or resale home.
    "These survey results provide valuable information for builders and
sellers looking to increase their appeal with today's savvy homebuyer," says
Judy Pryma, president of MasonryWorx. "Anyone selling a home built with
masonry products - brick, block or stone - shouldn't hesitate to play up the
environmental and energy efficiency benefits that these products offer over
other cladding materials."

    Masonry Popular for Fire Resistance, Long Life

    Ontarians, appear to be aware of the benefits of masonry products. The
long life span (71%) and superior fire resistance (72%) offered by masonry
buildings are the most recognized benefits, but many of the others are also
widely known.
    Homes built using masonry products can provide energy savings by
regulating home temperatures and making them more affordable to heat in the
winter and cool in the summer. Masonry products also contribute to
environmentally friendly building practices such as LEED.
    Ontario is home to many brick, block and stone manufacturing plants. When
buying a home made of these materials you are buying locally, and taking
another step toward helping the environment. Many masonry products use
recycled content, and because they are so durable, bricks, blocks and stones
can often be reused.

    Baby Boomers Most Likely to Invest in Energy Efficiency

    The Leger Marketing survey also highlighted some interesting differences
between generations of homebuyers. Ontario residents between the ages of 35-54
years are the most likely to pay more for energy-efficient homes (42%), while
those over the age of 55 are least likely (34%). Homebuyers between the ages
of 18-34 years also rank energy efficiency high, with 41% willing to pay more
for this feature in a new or resale home.
    Purchasing preferences also vary by region: Homebuyers in southwestern
Ontario are most willing to pay more for an energy efficient home (50%),
followed by people who live in Northern Ontario (48%).
    In addition to the environmental and energy efficiency benefits, there
are many other advantages to building with brick, block or stone. These
include:-   Fire protection: Masonry walls are non-combustible, and help minimize
        the risk of fire spreading from within, and to/from neighbouring
        buildings.
    -   Mould resistance: Typical masonry wall construction is effective at
        preventing toxic mould growth because they don't provide a needed
        source of food and they resist the penetration of water.
    -   Noise reduction: Because masonry products are so dense, they provide
        a highly effective barrier to sound.
    -   Durability: Many masonry products have a lifespan conservatively
        estimated at one hundred years.
    -   Higher resale value: Research has shown that the resale value of a
        masonry home is six per cent higher than that of a home with non-
        masonry cladding.About the Survey

    This telephone survey of 1,000 Ontarians was conducted by Leger Marketing
between April 8th and April 13th, 2009. With a sample size of 1,000, results
can be considered accurate to within +/- 3.1 percentage points, 19 times out
of 20.

    About MasonryWorx

    MasonryWorx is an industry association committed to creating beautiful
communities across the province of Ontario - communities that will increase in
value and stand the test of time. Our membership includes product
manufacturers, suppliers and skilled professionals. MasonryWorx aims to
provide homebuyers, homeowners, architects, engineers, builders and municipal
leaders with accurate, timely information about the use and benefits of
masonry products, such as brick, block and stone. For more information about
MasonryWorx or the benefits of masonry, visit www.masonryworx.com.

For further information: Argyle Communications, Laura LaMontagne,
Stephanie Ford, [phone] x226, x240,
[e-mail], [e-mail]