This makes sense if people living in the house are the owners, but it's completely opposite for rentals. The owner may be keen to invest in lower future bills. But if they're just renting, why would they care? The bills don't come to them and they still get the same in rent.

It could work for rentals if there was enough empty places that people could be picky about the energy efficiency of the houses they rent, but that's likely not the current situation.