What matters most to buyers considering new towns?
Homebuyers are increasingly looking beyond traditional urban centres, with new research from Santander revealing that over 80% of mortgage brokers have seen a rise in client interest in new town developments.
The East of England has emerged as the most sought-after region, with 52% of brokers reporting increased demand. Other regions drawing interest include Scotland, the South-East, and the South-West (each at 23%), as well as Wales (22%).
The growing appeal of new towns aligns with the UK government’s initiative to build 1.5 million homes, with dedicated task forces planning large-scale developments on greenfield sites. Each new town is expected to accommodate at least 10,000 homes, creating self-sufficient communities.
The initiative has been met with optimism among brokers, with 78% believing it will positively impact homeownership rates and 83% expecting it to reshape the housing market over the next three years.
However, homebuyers are prioritising more than just affordability. Among those interested in new towns, 90% of brokers say access to medical facilities is a key consideration, with 58% identifying it as critical. Other major factors include access to good schools (88%) and strong transport links (87%).
Renuka Phadke, mortgage and protection adviser at V R Mortgage Solutions, highlighted Stevenage as a prime example of a growing new town.
“Stevenage is now very close to London,” she said. “A lot of people are moving outside London now, obviously, for affordability.”
She noted that young professionals, particularly first-time buyers, are drawn to the town due to its lower property prices and convenient 20-minute commute to King’s Cross.
“A lot of youngsters are coming out into the market. Even though they have a handsome salary, the deposit is quite a constraint for them to buy the property in London. Stevenage is giving them quite an ideal location,” Phadke added.
Chris Curtis, member of Parliament for Milton Keynes, highlighted the success of new towns like his constituency.
“New Towns like Milton Keynes show what’s possible when we commit to building thriving, connected communities where people can live, work, and grow,” Curtis said. “I’m incredibly proud to represent a constituency that exemplifies these values, and it’s really encouraging that brokers are seeing an 80% rise in interest in new towns from prospective buyers.”
David Morris (pictured), head of homes at Santander, underscored how new towns align with shifting buyer priorities.
“The growing appeal of new towns highlights a shift in priorities among today’s home buyers,” he said. “In addition to affordability and getting a foot on the property ladder, buyers want a holistic community that supports their families’ needs, with reliable healthcare, strong education options, and seamless transportation.”
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