Dissuading youth from swimming pools and luring them toward padel sports in rural areas - A strategy for appealing to a modern demographic in the countryside
In a significant trend, younger parents are leaving London's bustling cityscape for the tranquillity of the suburbs and countryside. According to property experts, these buyers are prioritising affordability and location, often making compromises to secure homes that cater to their family needs.
Matthew Hodder-Williams of Knight Frank in Sevenoaks, Kent, has reported an increase in interest from buyers currently residing in areas like Fulham and Wimbledon. The area's strong links to London and reliable commuting options are key factors in the shift.
Younger buyers are avoiding big renovation projects, 'higgledy-piggledy' houses, and properties with a history of flooding. Swimming pools are also not preferred due to maintenance issues, especially during summer holidays. Instead, they value fast train connections, especially for commuting.
Gemma Maclaran, a Cotswolds expert at Middleton Advisors, notes that the 'absolute dream' for these buyers includes having a village pub and shop, as well as a spa or members' club like Estelle Manor or Soho Farmhouse, on their doorstep. Outbuildings in which to welcome clients are also desired.
Tennis or, preferably, padel courts are on their wishlist. Some of these buyers are using various financial avenues, including inheritance and early parental financial assistance, to enter the market.
Jamie Freeman of Haringtons UK states that younger purchasers in the countryside prefer homes they can move into immediately, rather than undergoing lengthy renovations. Villages with vibrant communities hold strong appeal for these buyers, according to Oliver Custance Baker, head of Strutt & Parker's Country House Department.
Joanna Cocking, head of Hamptons Private Office, Country, has noted a shift towards younger age brackets - between 35 and 45 - in the profile of buyers. A party barn for entertaining is another desired feature.
According to Strutt & Parker's Housing Futures survey, 24% of under-50s living in urban areas plan to relocate to a village or rural location within the next five years. A combination of open-plan layout and quiet rooms as potential offices is preferred.
The proportion of sales to buyers under 50 years old across Knight Frank's country business rose from 48% in 2012 to 61% last year. Family roots and helpful grandparents are considered a plus.
Younger buyers also prioritise fast broadband and decent mobile signal. 'Wellness' features such as ponds/lakes for wild swimming, saunas, and hot tubs are sought after. Good state schools are important, but not necessarily a deal-breaker.
The housing market outside London still shows modest price growth (2.5%-4% expected in 2025), and buyers face inflated prices and rising mortgage costs, which inform their focus on practical compromises rather than ideal home features.
In summary, younger parents outside London prefer homes that balance affordability with essential family needs by prioritising location yet often settling for fewer bedrooms and less outdoor space due to market constraints.
- The lifestyle sought by younger parents outside London includes fast train connections, outbuildings for entertaining, tennis or padel courts, vibrant communities, and wellness features like ponds for wild swimming, saunas, and hot tubs, while still prioritizing affordability, fast broadband, and decent mobile signal.
- In terms of fashion-and-beauty and home-and-garden, these buyers often desire a village pub and shop, a spa or members' club, and property with an open-plan layout and quiet rooms that can serve as potential offices, yet are willing to compromise on large renovation projects, houses with a history of flooding, and properties with swimming pools due to maintenance issues.
