Posted in PR and Communications, Business, Industry news,
As the pressure to decarbonise the UK’s housing and property stock mounts, the gap between government ambition and practical delivery is widening. Consumers are demanding greener homes, but mixed policy signals, outdated regulations, and rising costs are creating confusion across the sector.
The good news? There’s a clear opportunity for the built environment to take control of the narrative. This is where the right communications — and the right communications talent — must play a role.
By investing in smarter, more proactive communications, supported by specialist interim or freelance expertise as and when necessary, the industry can prioritise the right messaging, bridge the gap between ambition and reality, win public trust, and help shape future policy.
But first, we need to understand the issues at play.
The UK government has made net zero housing a flagship ambition. But on the ground, delivery is stalling. Recent debates over solar panel mandates and the slow pace of modernising building regulations are causing frustration across the industry.
In fact, many property and planning professionals believe current policy is "out of step" with the UK’s net zero commitments, and the stats back this up. The UK Green Building Council reported in 2024 that "current policies will deliver less than 50% of the emissions reductions needed from buildings by 2035" to stay on track for net zero.
This policy uncertainty makes it harder for developers, landlords, and investors to plan ahead — and even harder to communicate confidently with buyers, tenants, and stakeholders.
At the same time, retrofitting the UK’s ageing property stock is expensive. With average upgrade costs running into five figures, developers and landlords are under pressure to balance environmental targets with financial viability.
In this complex landscape, clear and credible sustainability communication isn’t a ‘nice to have’ — it’s essential. Done well, it can:
Successful players in the sector are already demonstrating the power of storytelling — sharing measurable impact, celebrating partnerships, and showing real innovation. But to be effective, these narratives must be grounded in fact, tailored to different audiences, and communicated consistently across channels. And this can be tricky when relying solely on the skillsets and expertise of in-house comms professionals.
Organisations within the sector need access to professionals with hands on experience in this landscape to create a unified, proactive communications strategy that highlights both the challenges and the shared solutions in the built environment.
Public appetite for greener homes is strong, but there’s a knowledge gap. According to Santander’s 2024 Greener Homes Report, 58% of UK homeowners admit they don’t understand what’s actually required to meet future ‘net zero-ready’ standards.
This confusion risks slowing progress. It’s why strong consumer education — through clear, accessible communication — is critical. From demystifying retrofit options to explaining EPC ratings in plain English, there’s a real role for the property sector to lead public understanding.
Freelance or interim PR, marketing, and communications professionals with experience telling real stories, showcasing complex innovation, and providing practical guidance will not only boost consumer confidence but also create demand that drives the market forward.
Leaders in the sector are also finding success by being transparent about costs, while telling compelling stories about long-term value, reduced energy bills, and future-proofing homes. It’s a narrative that needs to be built on honesty and practical solutions, rather than greenwashing and optimism. And it’s a narrative that, ideally, needs to be controlled by a professional with actual experience and expertise in the area.
With so many moving parts — from policy shifts to technical complexities — many property firms need different skillsets at different times and hiring one full-time in-house comms professional simply can’t afford the same level of flexibility. That’s why, turning to freelance specialists to tune into different niches as and when you need them can be invaluable.
Whether it’s ESG copywriters who can translate jargon into clear consumer messages, policy advisors who understand the lobbying landscape, or comms strategists who can craft multi-audience campaigns, freelancers bring deep, up-to-date expertise without the need for permanent headcount.
By tapping into this flexible talent pool, property businesses can deliver credible, compelling narratives that resonate with public audiences, policymakers, and investors alike — helping close the gap between net zero ambition and real-world delivery.
The road to net zero homes in the UK is complex, but one thing is clear: communication is a lever the property sector can pull right now. By investing in smarter, more proactive, and expert-led communication, the industry can navigate uncertainty, build public trust, and help shape the policy reforms needed to deliver greener homes at scale.
Get in touch with us today to find out how we could help support your sustainability comms strategy with freelance or interim talent.