6 min read
How Wellness Is Reshaping the Real Estate Market
Real estate expert Kirsten Jordan shares how health is redefining what buyers want and where the market is heading.
WORDS Lisa Sternfeld
Wellness is increasingly becoming a focus for how people choose both where and how they live. More buyers are beginning to consider not just how a home looks, but how it supports their health, mindset and daily rhythms. Whether in an urban high-rise, rural escape or seaside home, wellness is becoming part of the conversation. According to the America at Home study, health and wellness now rank among the top priorities when searching for a place to live.
To understand how the market is evolving, WLLW spoke with Kirsten Jordan of Corcoran Group, a leading New York City real estate broker with a front-row seat to changing buyer behavior. “I have clients who won’t even look at a building unless it has a sauna, cold plunge or steam room,” she told us. “They’re willing to sacrifice square footage to get it.” While current demand is often focused on amenities, Kirsten sees a deeper shift emerging. “As conversations around longevity and innovation evolve, I believe buyers will start asking more about the ingredients in their homes – just like they do with their food.”
“As conversations around longevity and innovation evolve, I believe buyers will start asking more about the ingredients in their homes – just like they do with their food.”
Kirsten Jordan
For some clients, the shift comes after a health scare. “They question all of it,” she said. “The HVAC systems, the paint on the walls, the finishes. Then they begin furnishing their homes more intentionally with products that feel safe.” However, investing in a healthy home doesn’t need to wait for a turning point. It’s a proactive choice and one that can benefit anyone at any stage of life.
The value of that is becoming clear. According to the Global Wellness Institute, wellness real estate is now a $438 billion global industry, expected to more than double by 2028. In the US, homes with healthier materials, cleaner air and water systems, as well as sustainable construction are commanding premiums. Kirsten confirms that “the ‘wellness premium’ is real. Buildings with standout amenities, especially those that feel like a wellness retreat, tend to sell faster and command higher prices.”
Wellness developments at the middle to upper ends of the market are achieving home sales premiums averaging 10 to 25 percent. In some areas, green-certified homes have resold for 4 percent more than comparable properties, while homes with solar panels or energy upgrades have sold for up to 7 percent more. Many of the same features that support human health, including low emitting materials, efficient energy systems, and smart water use, also help reduce environmental impact. As wellness and sustainability become more connected, buyers are responding.
So what makes a home healthy and how can buyers recognize one that truly is?
Kirsten encourages clients to “read the home like a book. Start in the kitchen. Look under the sink. Are there signs of mold or water damage? The quality of the cabinetry tells you whether the seller invested in quality or cost effectiveness.” She also advises having a renovation mindset. “Unless you’re building from scratch, you won’t control every material. But with the right updates, you can get very close.”
This conversation left us thinking: what if every home tour came with a lens for health? These simple principles can serve as a helpful starting point for spotting signs of a healthier home.
- Clean indoor air and water
- Abundant natural light and access to the outside world
- Non-toxic, vetted materials on the walls, floors and finishes
- Spaces that support calm, clarity and energy
- A sense of connection to community and place
- Radon, asbestos and lead-free environments
- Design choices, such as biophilic influences, which benefit both people and planet
Air Quality:
Indoor air can be two to five times more polluted than outdoor air. Look for homes with MERV-13 filters, fresh air exchange systems, and materials that don’t off-gas. In urban environments, these features filter out traffic-related pollutants. In rural areas, they help reduce exposure to mold, pollen and wildfire smoke.
Water Quality:
Filtered water supports long-term health. Look for whole-house or under-sink filtration systems that remove PFAS, heavy metals, and chlorine. Homes with well water or coastal exposure may require additional testing or treatment.
Non-Toxic Materials:
Traditional construction often includes materials that emit VOCs over time. Healthier choices include mineral-based paints, natural hardwood, stone and wool carpeting. Fiberglass insulation and spray foam should be reviewed carefully, as both can release irritants during installation and use. Choosing natural, minimally processed materials not only supports better indoor air quality but also reduces the environmental footprint of the home.
Light and Layout:
Natural light improves sleep, mood and productivity. Prioritize homes with good orientation, operable windows and cross-ventilation. Smart technology like solar panels and programmable thermostats can support indoor comfort and efficiency. These strategies support wellbeing and energy conservation, working with the environment rather than against it.
Biophilic Design:
Connection to nature is a powerful element of wellness. Whether it’s mature trees, rooftop gardens or natural textures indoors, these features can create a sense of calm and belonging. Even small elements like wood grain, indoor plants or a water feature can enhance a home’s restorative quality. According to a Zillow report, homes with organic textures and earthy palettes have sold for up to 3.5 percent more.
Environmental Testing:
Radon is a serious but invisible risk. Homes should be tested, especially in regions like the Northeast and Midwest, with levels kept below 4.0 pCi/L. Homes built before 1978 may contain lead paint, and those built before the mid-1980s may also have asbestos in insulation, flooring or ceiling materials. Both should be professionally assessed, especially before any renovation work.
Where We Go From Here
The momentum is real. As buyers ask more of their homes, the industry is beginning to respond with greater care and greater clarity. Wellness is no longer an afterthought – it’s becoming a marker of quality, a driver of value and a reflection of the way people want to live.
As this shift takes hold, so does a new kind of responsibility. Agents, developers, architects and designers are being called to raise the standard, to understand what makes a home truly healthy and to help clients make more informed choices. Because the future of real estate isn’t just about where we live. It’s about how well we live once we’re there.
Photography: courtesy of Clare Perry
