At the risk of straining to put a silver lining on recent cold weather and rising energy costs, here’s a real estate marketing lesson for owners of older properties who are planning to jump into the prime home buying and selling season.  

The current Census shows over 80% of homes in the three-county Johnson City Metropolitan Statistical Area (MSA) and over 90% of those in the four-county Kingsport-Bristol MSA were built before 2000. That poses both marketing advantages and challenges. 

On the positive side, most of these homes are in established neighborhoods, and many attractive older homes fit the needs of new or growing families. But there’s a flip side. 

Many baby boomers and empty nesters are scaling down. Millennials, the youngest turn 30 this year, are entering the market as first-time buyers. Add that to new residents who have energy efficiency high on their “must have” list and you’re looking at a market trend. Buyers increasingly view a home not just as shelter but as an investment with manageable ongoing costs. Energy use is a big part of that equation. 

Tennessee electricity rates are still below the national average. But bills are rising. Some analyzes show Tennessee among the states experiencing notable increases.  

These trends matter in Appalachia. The cost to heat and cool older, less efficient homes can be a marketing liability. 

Energy efficiency is no longer just nice to have. One of the strongest selling points of today’s new homes is dramatic improvements in energy performance. They have better insulation, tighter building envelopes, advanced windows and doors, efficient HVAC systems, smart controls, and more due to steadily rising building standards and technology advances. 

But this shift isn’t limited to new construction. Across the U.S., Realtors® report growing buyer interest in energy efficiency as a priority when choosing a home. Nearly half of real estate agents said financial incentives (tax credits, rebates) were top drivers of demand for energy-efficient and sustainable homes, followed by higher perceived resale value and general awareness of long-term energy savings.  

Other national trend data shows energy efficiency features climbing the list of buyer-desired upgrades. Homes that show lower operating costs are increasingly seen as worth a premium.  

Older homes are not destined to be energy hogs. Many upgrades can maximize comfort and reduce operating costs to complement the charm and character of classic housing stock. And in today’s market, demonstrating those upgrades can create a competitive edge. 

Getting an energy audit is one way to assess where improvements will deliver the best return. Local firms offer this service, and power providers often provide audit support. Audits typically outline: 

• Short-view improvements that are lower-cost measures and deliver quick results. 
• Long-view upgrades that have larger investments that require more planning but yield long-term savings. 

Some upgrades should be high on the list: 

• Attic insulation and sealing: A major factor in winter heat loss and summer cooling load. 
• Windows and doors: High-performance products can significantly reduce energy loss, though they are a larger investment. 
• Smart and zoned HVAC controls: Digital systems that adjust heating and cooling automatically can improve comfort and lower bills. 
• Efficient water heating: Tankless or high-efficiency systems heat only what’s needed. 
• Energy Star appliances: Upgrading old appliances is often a cost-effective way to deliver measurable efficiency gains. 

As with any home upgrade, it’s important to control costs carefully and focus on ROI. If contractors are involved, multiple estimates and reference checks are prudent. 

For more ideas and energy-smart upgrades, check out resources like the National Association of Realtors®-sponsored report at https://www.nar.realtor/the-facts/consumer-guide-making-your-home-more-energy-efficient.