Homeowner enquiries for new build homes jumps 23%

Enquiries from existing homeowners for new-build homes have risen 23% in six months, new figures show.

The increase covers the first half of 2026 against the previous six months, according to portal newhomesforsale.co.uk.

It claims second and third steppers are a growing source of leads for builders with larger family houses to sell.

The North East recorded the sharpest rise at 43%, followed by the South East on 34% and the East of England on 26%.

London was the only region to fall, down 1%.

Different incentives

The portal says builders are still aiming too much of their marketing at first-time buyers.

Rather than deposit contributions, it argues these homeowners respond to other types of incentives.

These include part-exchange, chain-free completion, flexible timelines and Stamp Duty contributions.

Existing homeowners typically face a higher Stamp Duty bill than first-time buyers, who qualify for relief.

We’ve definitely noticed a shift in who’s coming through our doors.”

Lucy Woodhall, sales director of Persimmon & Charles Church Suffolk, says: “We’ve definitely noticed a shift in who’s coming through our doors with more existing homeowners asking about part-exchange and chain-free completion.

“It tells us the industry needs to think harder about what this audience actually wants, rather than defaulting to first-time buyer incentives.”

Mark Hincks, director of newhomesforsale.co.uk, says: “The upsizer homeowner market is an increasingly important source of buyer leads for home builders.

“Many buyers in the resale market face the risk of fall throughs and uncertainty on timing a purchase.

“Existing homeowners have different motivations and barriers to first-time buyers. Benefits such as part-exchange, stamp duty contributions, lower running and maintenance costs and greater certainty around the move could become increasingly important in converting this growing audience.”

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Author: Gemma