The assessment of the ‘quality’ of built heritage is a complex transdisciplinary issue, which both public administrations and real estate developers need to carefully consider when making any interventions. Recent international climate regulations underline that currently around 75% of buildings in the EU are not energy efficient. In Italy, those inefficient buildings are more than 50 years old and, if subjected to retrofit interventions, risk being totally transformed and losing their historical value in favor of a more contemporary use. This work aimed to study the residential heritage of the second half of the 20th century in the real estate market and to understand if, how, and in what measure the building and architectonical qualities are recognized and monetized by buyers. The city of Turin was chosen as a study area, and residential building qualities were analyzed using two quality indicators to perform a GWR on market POIs. The results highlighted that housing historical qualities are not homogeneously recognized by the real estate market, in favor of green ones. This work can help both public and private bodies to identify which ‘invisible’ quality residential buildings are immediately exploitable for enhancement strategies, with more respectful retrofitting interventions and a modern protection policy.