Smart Green Homes or Smart Sales Pitch?

Green and smart homes promise environmental benefits and digital convenience, respectively. They come at a premium, which also means a higher resale value. But since no authority takes responsibility for maintaining green systems, and buyers have to bear the cost when smart gadgets inside the house don't work as expected, you must evaluate real costs

- Sanjeev Sinha

With “eco-friendly” and “smart” becoming the new buzzwords in real estate, developers across metros are touting technology-driven, energy-efficient homes as the next big lifestyle upgrade. Smart sensors, internet of things (IoT)-enabled security, and solar-powered utilities are being pitched as must-have features for the modern buyer.

Demand is up despite the fact that green and smart homes often come at a higher price, typically 10-15 per cent more than regular homes, according to experts. Data for 2025, from ANAROCK Group, a property consultant, shows that around 65 per cent of homebuyers now prioritise energy efficiency, and nearly 68 per cent of buyers in cities like Pune prefer smart features that cut costs and improve health. Millennials and nonresident Indians (NRIs) are leading this shift and are willing to pay a premium for it.

“Developers are responding, though greenwashing in marketing remains a concern. Even so, there is clear demand for authentic, well-designed solutions among informed buyers,” says Santhosh Kumar, vice chairman, ANAROCK.

Yet, the sector stands divided between genuine sustainability and clever branding. As the need for certifications for developers rise and buyers become more conscious of savings on utility bills and the environmental impact, the real test lies in whether these “green” features work consistently beyond handover, or fade once the marketing spotlight moves on.

What's Driving The Demand?

Industry experts say eco-friendly and smart homes are gaining momentum in major urban centres, driven by greater environmental awareness, improved safety and convenience, technological advancements, and supportive government policies.