Buyers of new homes care about more than location. Location is important but other features of homes are equally or more important to an increasingly discriminating buying public. In particular energy efficiency is high on the priority list of downsizing buyers, a market sector which is likely to increase in future years.

There are seven core characteristics that are high priorities to buyers of new-build homes, irrespective of the density of the housing development. Homebuyers attached greatest importance to minimum maintenance, however their top priorities also include off-street parking, location, new home warranty, size and design of living space, energy efficiency and the quality of neighbourhood.

Features of homes and the new-build experience can provide some market differentiation of the needs of different buyers (first-time buyers, upsizers, relocators and downsizers). But better alignment with the local amenity needs of different buyers is also important in the delivery and successful marketing of future schemes to buyers, and increasing sales and build out rates.

Amenity needs vary in a complex way, depending on the type of purchaser and the location of the development, whether urban, semi-urban or suburban.

Help to Buy stands out in this survey as crucially important to first-time buyers, highlighting how rapidly supportive policy initiatives can impact on the market.

^{Further reading}

^{[1] Moving insights from the over-55s: what homes do they buy? NHBC Foundation NF79, 2017}

^{[2] The advantages of new homes. NHBC Foundation NF73, 2016}

^{[3] Spotlight on development: the value of placemaking. Savills. 2016}

^{[4] Occupier demand survey. Savills. 2007}

^{[5] Modern housing: householders’ views of their new homes. NHBC Foundation NF6, 2007}