The Changing Priorities of Today’s Homebuyers – And What It Means for Housebuilders
The priorities of UK homebuyers are evolving. While location has always been a cornerstone of purchasing decisions, today’s buyers are increasingly influenced by factors such as energy efficiency, community, low-maintenance living and the overall customer experience.
Research carried out by developer Story Homes found that modern buyers are now placing greater emphasis on practicality, sustainability and lifestyle-led features when choosing where and how to live. Last year the homebuilder’s research found that ‘86% of home dwellers overwhelmingly agree that location remains the top priority when selecting a property.’
This report also highlighted the growing importance of community, ‘with 82% of those surveyed listing ‘community’ as an important factor,’ and energy efficiency, with 81% of the 2,002 nationally representative UK residents surveyed citing this as a key consideration.
This year, Story Homes have reported a shift in buyer priorities based on their findings. In 2026, ‘When asked about their priorities when choosing a home, almost a quarter (24%) said they try to balance space, commute and location equally, while one in five (20%) said the quality of the home is the single most important factor.’ Instead of placing the strongest emphasis on location, in this year’s survey ‘61% agreed that lower energy bills are a major factor when deciding to move’ and ‘Two thirds (66%) agreed that a well-designed layout matters more to them than the size of a home.’ These findings reflect a broader shift taking place across the UK housing market. Buyers are no longer simply interested in purchasing larger square footage in desirable locations, they’re investing in long-term lifestyle value, reduced stress and homes that actively support their day-to-day wellbeing.
For homebuilders, developers and housing providers, understanding these changing expectations is critical.
Buyers Want Homes That Are Ready for Modern Living
The Story Homes research found that buyers are increasingly prioritising homes that are functional, efficient and easy to maintain, which aligns with wider industry research.
According to Market Financial Solutions’ 2025 Homebuyer Wishlist survey, 79% of buyers now rank property quality and finish as either ‘important’ or ‘very important’, as reported by Financial Investigator, making it the highest-ranking factor in the survey. At the same time, appetite for renovation projects and ‘doer uppers’ has declined significantly as buyers seek homes that are ready to move into immediately.
Buyers today have clear priorities. They want energy-efficient homes with smart storage solutions and flexible living spaces; they value high-quality finishes and want clear information about how their homes work; and they want simplicity and convenience throughout the buying process.
The overall outlook is one that reflects the busy modern lifestyle and need for ease and convenience on one hand, while on the other, through the rise in interest for energy efficiency, reflects an ongoing cost-of-living crisis that is driving cost saving as a key differentiator.
The demand for energy efficiency has specifically become impossible to ignore. Story Homes’ findings that 61% of buyers now actively value energy-saving is only enhanced by their finding that ‘nearly three in ten (30%) say a more energy-efficient home with lower running costs would most encourage them to move.’
Meanwhile, the NHBC Foundation’s report Beyond Location, Location, Location: Priorities of New-Home Buyers, found further evidence that the busy modern lifestyle is swaying the priority pendulum towards ease and convenience. Their research asked a pool of over 5,000 homebuyers about their reasons for choosing a new build home, and those surveyed were divided into three categories: high-density urban, medium-density urban and suburban. All three categories cited ‘minimum maintenance’ as their top reason for choosing to buy a new build over a used home.
The Emotional Side of Homebuying
While practical considerations matter more than ever, emotional factors continue to play a huge role in purchasing decisions. Research carried out last year by the Home Builders Federation (HBF) and Rightmove found that ‘being part of a community and having friendly neighbours are crucial factors in shaping homebuyers' decisions on where to live.’ Buyers increasingly value ‘spaces that not only meet functional needs but also enhance emotional and social wellbeing,’ explains HBF.
This reflects a wider cultural shift. Since the pandemic, buyers have become more focused on how homes support their lifestyle, wellbeing and relationships. First signs of this change were visible back in 2020, when research reported by Mortgage Strategy showed that 60% of movers considered outdoor space a top priority, while demand for larger kitchens and energy-efficient homes also rose sharply as remote and hybrid working became more common.
Today, that mindset has evolved even further. Homebuyers are now assessing not only the physical property itself, but also how connected they feel to the area.
They want to know whether the home supports flexible working and how easy it will be to maintain. There are strong factors around the long-term running costs of the home and homebuyers now have significant expectations around the quality of the customer experience provided by the developer.
This last point is becoming increasingly important.
Customer Experience Is Now a Competitive Advantage
In a market where homebuyers are becoming more cautious and analytical, developers can no longer rely solely on location and specification to stand out. The buying journey itself matters. From reservation through to completion and beyond, buyers expect transparency, communication and reassurance. They want confidence that they understand their home, know how to maintain it and feel supported after moving in.
This is where the handover experience becomes critically important. At Classic Folios, we have spent more than 25 years helping homebuilders deliver premium customer care experiences that support homeowners throughout their journey.
Our bespoke Reservation Manuals and Home User Guides are specifically designed to help developers meet the expectations of today’s buyers.
Clear, plot-specific information empowers homeowners to feel confident in their new property from day one. Whether it’s understanding heating systems, appliance warranties, maintenance responsibilities or local amenities, providing accessible information reduces confusion, lowers customer care calls and improves satisfaction.
As buyer expectations rise, the quality of communication and presentation increasingly influences perceptions of the overall brand. A beautifully presented handover package does far more than organise documents. It reinforces trust, reflects build quality and creates a memorable moment at completion.
For buyers who increasingly prioritise convenience and ease of living, these details matter.
Sustainability Is Influencing Buying Decisions More Than Ever
The growing emphasis on sustainability is another defining trend. With energy prices remaining a major concern for households across the UK, buyers are actively searching for homes that can help reduce running costs.
This includes improved insulation, efficient heating systems, smart home technology, sustainable building materials and low-maintenance design. According to Story Homes’ findings, sustainability has become a mainstream purchasing priority, finding that ‘energy-efficient features that contribute to lower utility bills are highly desired by 8 in 10 respondents.’
This shift is likely to accelerate further as the Future Homes Standard and broader ESG expectations continue to reshape the housing sector.
For developers, communicating sustainability credentials clearly and effectively is essential. However, many homeowners still don’t fully understand how to maximise the performance of their property. This is why educational content is increasingly valuable.
Detailed Home User Guides, Sustainability Guides and instructional videos can help residents understand how to operate systems efficiently, maintain their property correctly and make the most of energy-saving features.
In turn, this helps developers protect customer satisfaction while supporting wider sustainability goals.
The Future of the Housing Market Will Be Experience-Led
The latest research confirms that the housing market is becoming increasingly experience-driven. Buyers still care deeply about location, but they now expect much more from developers. They want homes that are efficient, functional, sustainable, easy to maintain, built around lifestyle needs and bought from developers who support them with excellent customer care. But the support doesn’t end once the keys are handed over. Today’s buyer expects seamless communication and ongoing support long after completion.
For housebuilders willing to embrace this shift, there is a significant opportunity to strengthen customer relationships, improve brand reputation and stand out in an increasingly competitive market. Providing exceptional handover experiences, high-quality homeowner information and accessible support is becoming a core part of the overall value proposition.
At Classic Folios, we work with over 250 housing providers to help create these experiences through our range of bespoke solutions, which we tailor to you and your budget.
As buyer priorities continue to evolve, the developers who succeed will be those who recognise that today’s homeowners are buying more than the properties themselves; they’re buying confidence, clarity, convenience and community.