Awareness of green mortgages is falling among homebuyers, according to new research from Mortgage Advice Bureau.

Almost two thirds (65%) of advisers say their clients have not heard of green mortgages and don’t understand them – slightly up from last year (63%).

The research from Mortgage Advice Bureau shows an uptick in the number of conversations with customers where the topic hasn’t come up (16% vs 12% in 2022).

One of the primary reasons for this is likely (according to the Mortgage Advice Bureau) is that for many advisers in a turbulent year, there have simply been too many challenges to focus on going green.

Advisers admitted that it can be a challenge to educate and inform clients on EPC ratings and green mortgages when having to tackle conversations on the cost-of-living crisis (52%), with retrofitting costs at the forefront of advisers’ minds.

Almost one in five (17%) advisers see information overload as a challenge, as it can make it difficult for homebuyers to trust advice given, and one in ten (11%) believe conflicting messages make it difficult to educate customers. And  8% also say the government U-turn on the minimum EPC legislation for landlords is a challenge, along with the inaccuracy of EPC ratings (7%).

Despite these challenges, advisers are very aware of what needs to be done. Just over a fifth (22%) admit there needs to be more public awareness and education about the benefits of green mortgages.

When it comes to what could be done to improve knowledge and accelerate efforts, one in four (25%) advisers say the mortgage industry needs to offer more competitive interest rates and incentives for green mortgage products.

Meanwhile, a fifth (22%) say the industry needs to develop a wider range of green mortgage products tailored to different needs and budgets.

Currently, the vast majority of advisers (82%) only offer clients a green mortgage when they know they have, or are looking at, a property that meets the criteria for this product. Despite a lack of discussion on green mortgages, 45% of advisers say there has been noticeable progress in the green mortgage space compared to a year ago.

Mortgage Advice Bureau deputy chief executive Ben Thompson comments: “The past 12 months have seen advisers dealing with numerous challenges. Rising interest rates coupled with the higher cost of living has meant that for many customers, the cost of their mortgage has been front and centre.

He adds: “However, it remains vitally important that advisers keep having these conversations to inform customers if they (and the property they own/are buying) may be eligible for a green mortgage.

“There is also still a lot of progress to be made in this area from an industry point of view, and more to be done to make green mortgages more attractive. This could be innovations that give customers the potential to borrow more, receive a lower interest rate, or by offering other benefits. As the market settles and finds a new normal, green mortgage innovation should be at the very forefront of the industry’s priorities.”