Enquiries from existing homeowners for new-build properties increased by 23% in the first half of 2026 compared to the preceding six months, according to data from newhomesforsale.co.uk. This rise indicates that second and third-time buyers are becoming a more significant source of leads for housebuilders, particularly for larger family homes.
Regionally, the North East recorded the largest increase in enquiries at 43%. The South East followed with a 34% rise, and the East of England saw a 26% increase. London was the only region to experience a decline, with enquiries falling by 1%.
Housebuilders may need to adjust their marketing strategies, which have often focused on first-time buyers. Existing homeowners typically respond to different incentives, such as part-exchange schemes, chain-free completion, flexible timelines, and Stamp Duty contributions. Mark Hincks, director of newhomesforsale.co.uk, noted that existing homeowners face challenges like the risk of fall-throughs and timing uncertainty in the resale market.