33% of UK homeowners fear heat pumps are a 'high stakes gamble' for property value

When a third of homeowners declare heat pumps a 'high stakes gamble' that could devalue their home, the property sector must sit up and take notice. The Which? findings translate consumer hesitation into a tangible market risk: without reliable data on installation quality and real-world performance, estate agents and surveyors cannot accurately price the green premium—or discount—that a heat pump brings. For PropTech innovators, that information gap is a multi-billion-pound opportunity to build the trust infrastructure the housing market desperately needs.

New research from UK consumer group Which? has laid bare the deep psychological barriers that are choking off the adoption of domestic heat pumps, branding the decision to install one a "high stakes gamble" for homeowners. Despite a £7,500 government grant and growing evidence that heat pumps could save households hundreds of pounds annually as the grid decarbonises, adoption remains far behind the curve needed to hit legally binding climate targets. The Which? study, based on a survey of over 1,000 homeowners who had actively researched heat pumps but ultimately decided against them, found that cost is only one piece of the puzzle. A third (33%) of respondents said there were simply too many long-term uncertainties, while 29% agreed that the installation market feels like a "Wild West". Those uncertainties span everything from whether the system will actually keep a home warm in winter, to what it will do to energy bills year-on-year, and crucially for the housing market, how a heat pump might affect the future sale value of the property.

“

A third (33%) of respondents said there were simply too many long-term uncertainties, while 29% agreed that the installation market feels like a "Wild West".

The findings represent a significant reputational crisis for the clean heating sector. For years, policymakers and industry have focused on the upfront price gap between heat pumps and gas boilers—often £10,000 or more—as the main barrier. The Boiler Upgrade Scheme, offering £7,500 towards installation, was designed to bridge that gap. Yet even with that incentive, and with gas prices having spiked in recent years improving the relative running cost case, uptake is disappointing. Climate Change Committee analysis suggests households could save between £100 and £400 a year by 2035 from switching, but this message is not breaking through. Instead, the Which? research reveals that potential adopters are paralysed by a mix of perceived operational risk, installer quality fears, and a lack of reliable, independent information.

The "Wild West" characterisation of the installation sector is particularly damaging. It implies a market where cowboy operators are rife, quality of work varies wildly, and redress is difficult. For a technology that requires careful sizing, design, and integration with existing radiators and insulation, trust in the supply chain is non-negotiable. Without robust accreditation and transparent performance data, early adopters may become unwitting test cases, and horror stories—whether real or anecdotal—can quickly poison public sentiment. Which? is urging the Government to step in and ensure heat pumps are "straightforward, safe and affordable", but that goes beyond grants; it means enforcing standards, mandating performance guarantees, and perhaps funding independent advice services.