This research is about new generation of houses in Latvia, new building technologies, sustainable materials and energy. We have about 5000 new apartments in Riga today, which people are not ready to buy. The existence of such situation in real estate market is due to several factors. In the period of rapid development of construction industry in 2000 - 2009 offered a low-quality mass-consumer product at inflated prices. When the credits were available to the public, all that products had end-users. At that time, the seller controlled the situation, and there were few candidates for one apartment, so nobody thought about the quality, functionality, convenience, environmental friendliness, economy and sustainable of housing built in Latvia. The crisis has made some corrections, which have benefited the market. There has been a catharsis: speculators left the market, suffering heavy losses, amateurs became bankrupt. All this will form the cost of such housing, what will be 10 – 15 % more expensive than conventional projects, where “green” technology and innovation does not apply. 65% of energy resources in Latvia are imported and only 35 % of energy we provide ourselves. 40 % of energy balance of the country falls on housing. It is very high mark. Our housing consumes too much energy and goal of developers is to do everything possible to new housing consumes as much energy as produces itself using energy of the sun and wind. Studies have shown that Latvia is not efficiently using the available renewable energy potential.The study authors concludes that, without government financial support for sustainable mass housing construction is not possible. But only a massive product can provide competitive pricing and available. Housing - the first necessity goods, so public policy should be geared towards meeting the primary needs of the Latvian population.