Enquiries for new-build homes from existing homeowners have seen a notable increase, with figures from newhomesforsale.co.uk, owned by Zoopla, showing a 23% rise in the first half of 2026. This growth was observed among second- and third-time buyers compared to the preceding six months.
The North East experienced the most significant surge in these enquiries, recording a 43% increase. Other regions also saw rises, including the South East (34%), East of England (26%), South West (25%), North West (24%), and West Midlands (22%). In contrast, London was the only region to see a decline, with enquiries falling by 1%.
This shift suggests an opportunity for housebuilders, particularly those with a higher proportion of larger family homes, to attract existing homeowners. However, the research indicates that developers may need to adjust their marketing strategies and buyer incentives. Lucy Woodhall, sales director at Persimmon & Charles Church Suffolk, noted a shift towards existing homeowners inquiring about part-exchange and chain-free completion.
Mark Hincks, director at newhomesforsale.co.uk, believes that developers should focus more on buyers already on the property ladder. He suggested that benefits such as part-exchange, stamp duty contributions, lower running and maintenance costs, and greater certainty around moving dates could be crucial in converting this growing audience.