Beyond location, location, location: priorities of new-home buyers

Exploring the priorities of new-home buyers

This report, a collaboration between the NHBC Foundation and Savills, explores the priorities of new-home buyers. Based on feedback from over 5,400  survey respondents from across the UK it explores priorities in three density categories and for four different buyer categories (first-time buyers, upsizers, relocators and downsizers). The study included questions on features of the home, specific new-build considerations, parking and the importance they attached to nearby amenities. The research informs future marketing strategy by identifying a group of core buyer priorities and setting out specific priority profiles for the main buyer types. This work highlights an increasingly discriminating and complex market with a diversity of priorities among different buyer types.