The property market is constantly evolving – and so is the profile of the average homebuyer. From first-time buyers entering the market later in life to the rise of multi-generational households, estate agents in the UK must adapt to a shifting demographic landscape. Understanding these changes isn’t just useful; it’s essential for staying competitive and offering the right properties, advice, and service.
Stay ahead of the curve with Push Property. Our smart automation platform helps estate agents connect with today’s buyers by getting your listings in front of the right audience, at the right time, with zero hassle.
Millennials and Gen Z
Digital Natives with Different Priorities
Millennials (born 1981–1996) now make up the largest share of first-time buyers. According to Zoopla’s 2024 Housing Market Report, over 50% of all new buyer enquiries in urban areas come from this group. They are digitally savvy, socially conscious, and often prioritise location and lifestyle over square footage.
Interestingly, while affordability often pushes younger buyers toward flats or shared ownership schemes, Zoopla reports a growing preference for houses over flats, with the price gap at a 30-year high. This suggests that even among budget-conscious demographics, there’s a clear desire for more space — likely influenced by hybrid working and lifestyle shifts.
Estate agents must be ready to meet these buyers on their terms. That means embracing digital tools, offering remote or virtual viewings, and highlighting energy efficiency or sustainability credentials. Platforms like Push Property can help agents showcase the right content on social media and automate listings to where this audience already spends their time.
Downsizers and Retirees
Looking for Simplicity and Accessibility
An often-overlooked demographic, older buyers – including retirees looking to downsize – are a growing force in the housing market. With many sitting on significant equity and often able to buy without a mortgage, they’re less affected by interest rate fluctuations.
What they want, however, is changing. Rather than traditional retirement properties, many are looking for manageable homes near amenities, public transport, and community facilities. Accessibility features, such as ground-floor living and minimal maintenance requirements, are high on the list. Estate agents who can match older buyers with appropriate housing – and market it accordingly – are better positioned to close deals quickly.
Changing Household Structures
From Solo Buyers to Multi-Generational Living
The traditional nuclear family is no longer the only household type driving property demand. The Office for National Statistics (ONS) notes a continued rise in single-person households, with over 8.3 million people living alone in the UK as of 2023. This affects demand for smaller, well-located properties – especially flats or compact houses in town centres.
At the same time, multi-generational living is becoming more common, driven by high housing costs and cultural preferences. Larger homes with annexes or separate living areas are in demand – a notable trend following the COVID-19 pandemic, as families sought ways to live closer while maintaining independence.
Understanding these shifts helps agents recommend the right properties and tailor their messaging to the realities of how people live today.
Regional Migration and Remote Working
The ‘race for space’ may have cooled since the height of the pandemic, but remote and hybrid working patterns remain embedded in many professions. According to Rightmove’s 2024 Trends Tracker, demand for homes in more rural or coastal locations remains above pre-2020 levels – especially among younger professionals and families leaving cities for affordability and quality of life.
This presents opportunities for estate agents beyond major urban centres, particularly when marketing homes to out-of-town buyers. Emphasising broadband speeds, home office space, and community infrastructure has become just as important as location alone.
Reflecting Modern Britain with Diversity and Inclusion
Today’s buyer pool is more diverse than ever. Agents should be aware of cultural, religious, and lifestyle factors that may influence property preferences. For instance, proximity to places of worship, schools that reflect specific values, or homes with layouts conducive to extended family living can be important selling points.
A sensitive, inclusive approach – both in property descriptions and client communication – is essential. Buyers expect estate agents to understand their needs without assumptions or bias.
Use Push Property to Stay Ahead with Smarter Marketing
Estate agents who understand the motivations, challenges, and preferences of today’s buyers are better equipped to build trust and win instructions.
Push Property can support you in adapting to these changes by automating your property marketing and ensuring you’re showing up where your future clients are – whether it’s on Instagram, Facebook, or Google.
Stay responsive. Stay relevant. And stay in front of the people who matter most.
