Luxury new home  searches soar by 25%

Press release: 10.08.2021

Data released today in the WhatHouse? New Homes Index reveals that buyer interest in luxury new build homes across Britain has increased by 25% during July, a sign that changing space requirements and lifestyle priorities continue to alter the new home market.   Looking ahead, we expect this growth to continue, as post-pandemic life returns to normal and home buyers can make firm decisions based on new lifestyle requirements.

• The national average price of new home property coming to market has stayed static at £338,339 in July (£338,042 in June). 
• Top three new home search areas during July:
  • South East of England has demonstrated the most buyer demand during July 2021, achieving 25,719 new home buyer searches.
  • West Midlands continued its climb for the second month in a row, jumping from third to second position, achieving 23,683 new home buyer searches during July 2021.
  • North East of England has secured its first top three search position with 13,581 new home buyer searches during July 2021, representing a 170% increase on June’s figures.
• July has achieved a +32% increase in new home demand, recording a total of 166,137 new home buyer searches, compared to 126,199 during June 2021.

Daniel Hill, Managing Director, WhatHouse? comments:

“Changing lifestyle requirements continue to re shape the new home market, and nowhere is this demonstrated more clearly than in July’s WhatHouse? New Homes Index.  London has been ousted from the top three new home search table, supplanted by West Midlands and North East, both experiencing spikes in search.  It’s also interesting to note that total luxury new home searches increased by 25% during July.  The East Midlands, West Midlands, North West and Scotland all top performers - reporting a +45% luxury new home search increase since June.       

This all points to a large scale post-Covid re-evaluation amongst home buyers.  As employers firm up plans for flexible work-from-home expectations, home buyers are now able to confidently consider space requirements and lifestyle aspirations.  What the WhatHouse? New Homes Index is demonstrating is a growing desire amongst buyers to consider luxury new homes in regions that may previously have been beyond their search comfort zone.”

David O’Leary, Policy Director, Home Builders Federation said:

“As the wider market settles into equilibrium, demand for new homes continues to be robust with many builders reporting strong forward order books. More than ever homebuyers, both first-time buyers and home movers, appear to be putting an emphasis on the low running costs and improved energy efficiency that new homes provide.”

Notes to Editors:

The WhatHouse? New Homes Index is based on data sourced from the WhatHouse? New Homes audience platform.  The Index is compiled using a sample representing approx. 400,000 new home buyer searches across England, Scotland and Wales per year and its findings are reflective of WhatHouse? user experiences and geographic market share.

About WhatHouse?

Whathouse.com is the UK’s leading new home audience platform. For more than 30 years’ its aim has been to inspire UK homebuyer decisions around new property. With a comprehensive directory of over 7,000 new homes, from the UK’s most celebrated housebuilders, WhatHouse? makes it easy for buyers to consider the diverse range of property developments available and to find their perfect new home match.

The annual WhatHouse? Awards started out back in 1980 and will mark its 41st birthday at an extraordinary industry event, sponsored by BritishVolt, in November 2021.  Dubbed ‘the Oscars of the housebuilding industry’, the awards send a panel of expert judges to every corner of the UK to find winners within over 20 categories including Best Starter Home Project, Best Sustainable Development, and the coveted Housebuilder of the Year title.

Contact our press team:

WhatHouse? Online Press Centre

Call Jill Willis: 07855 409970

Email: [email protected]