[Custom-Built Houses] Performance or Design? Why ~75% Chose 'Performance' and the Image of 'High-Performance Housing'

## Survey on Points Emphasized in Housing Selection

A house is one of the most significant purchases in a lifetime. There are many factors to consider, ranging from price, location, and floor plan to performance aspects such as seismic resistance and insulation. Especially in the case of custom-built houses, where every element can be chosen individually, many people struggle with what to prioritize.

In collaboration with Taiyo Komuten Co., Ltd., NEXER Co., Ltd. conducted a survey on 'Points Emphasized in Housing Selection' among 150 men and women nationwide who have purchased or considered purchasing a custom-built house.

### Survey Overview
- **Method:** Internet survey
- **Period:** March 6 to March 13, 2026
- **Target:** Men and women nationwide who have purchased or considered purchasing a custom-built house
- **Valid Responses:** 150 samples

### 69.3% Prioritize 'Price' in Housing Selection
When asked about the points they emphasize when choosing a house, 'Price' was the most common response at 69.3%, followed by 'Floor Plan' (57.3%), and 'Location' and 'Seismic Performance' (tied at 44.0%). Balancing price and performance seems to be a major challenge in housing selection.

Selected reasons for the most prioritized factors:
- 'Seismic resistance is crucial in earthquake-prone Japan.' (50s, Female)
- 'Price, because it directly affects payments.' (50s, Male)
- 'Location cannot be changed later and significantly affects asset value.' (60s, Female)

### 74.7% Prioritize 'Performance' Over 'Design/Floor Plan'
When comparing 'Performance' (insulation, seismic resistance, energy saving, etc.) with 'Design/Floor Plan,' 74.7% chose 'Performance.' This indicates that an overwhelming majority prioritize safety and comfort over aesthetics.

Reasons for choosing Performance:
- 'Even with a good floor plan, it's all for nothing if the house collapses in an earthquake.' (40s, Male)
- 'Design can be changed with the times, but basic structures like seismic resistance cannot be easily altered.' (60s, Male)
- 'Insulation and eco-friendliness affect health and maintenance costs.' (30s, Female)

Reasons for choosing Design/Floor Plan:
- 'I wanted to focus on daily lifestyle flows.' (40s, Female)
- 'I want to live in a house with a design I love.' (60s, Male)

### 66.0% Image High-Performance Housing as 'Cool in Summer, Warm in Winter'
Regarding the image of 'High-Performance Housing,' 66.0% mentioned 'Cool in summer and warm in winter,' followed by 'Lower utility costs' (53.3%) and 'Expensive' (46.7%). While expectations for comfort and economic benefits are high, nearly half perceive it as costly. 'Strong against disasters' also recorded a high 43.3%.

### Concerns and Information Needed About High-Performance Housing
The most common concerns related to price, with many wondering how much the cost increases compared to standard housing. Others expressed fundamental questions about what exactly defines 'high performance' and sought specific metrics and standards.

### Summary
In this survey, about 70% of respondents emphasized 'Price,' and about 75% prioritized 'Performance' over design. Interest in seismic resistance and insulation is high in Japan due to frequent earthquakes. While there are high expectations for comfort and utility savings, concerns about cost and the definition of performance remain. Making an informed decision based on reliable information and cost comparisons is key to avoiding regret in housing selection.