Living better: Redrow reveals latest SW home-mover wish list as it launches A Better Way to Live campaign

Oddva Thompson
Authored by Oddva Thompson
Posted Wednesday, October 27, 2021 - 7:32pm

Proximity to family and friends, essential shops and pharmacies, and green open spaces are top homehunter location priorities

Having a gin is more important than being near the gym, as pubs trump leisure centres in the location priority stakes

A private car parking spot and a ‘spare’ bedroom to use flexibly are among the most coveted features

Itchy feet: more than a quarter of people see themselves moving home in the next 2 years

Redrow launches unique first-person view drone video as part of its A Better Way to Live campaign – neatly encapsulating the community feel of its developments

Living close to family and friends is a top priority for nearly 4 in 10 prospective homehunters in the South West region, according to new research from leading housebuilder Redrow.

The new analysis of 2,000 UK adults (172 South West respondents), the first large-scale study undertaken by Redrow since Covid-19 restrictions eased in the summer, reveals that ‘living better’ means being part of a community near to friends and family, with access to open spaces and shops providing essentials.  

Family, pharmacies and fields

Equally important to being near to family is access to green open space, but the most important factor revealed was proximity to essential amenities such as a pharmacy or a shop selling food, indicated by 52% of South West respondents, evidencing a preference to stay local.

As exercising at, and around, the home has become more of a pronounced trend during the pandemic, just 5% of people ranked proximity to a leisure centre as a top location priority; but many more are interested in having a gin than going to the gym, with 16% prioritising getting to the pub easily.

Top 5 location priorities for potential South West homemovers. Source: Redrow.

Being near essential amenities e.g. a shop selling food and other essentials or a pharmacy.


Having access to public, green open space


Being close to family and friends


Clean air with low pollution levels


Having close access to public transport links


Respondents could indicate up to 3 top priorities.

Private parking is a top consideration for movers

A private car-parking space would be a top priority when selecting their next home for 57% of people, the second most popular answer. Younger people are less likely to see this as important with just 25% of 18-34 year olds considering private parking important. This was much higher at 48% for the over 55s and stood at 37% for those aged 35-54.

Having good broadband speed and a ‘spare’ bedroom which can be adapted for a range of uses (both indicated by 22% of South West respondents) were both particularly highly sought after. Both of these property attributes were elevated in importance during the lockdowns and enforced home working period for many in office-based roles.

Good broadband speeds are more of a priority for older people, with 30% indicating this factor in the 55+ category. This stood at 25% and 29% for 18-34 year olds and 35-54 year olds respectively. Overall, the most important factor when selecting a next home is access to a private outdoor space, such as a garden or a balcony, which was indicated by more than half of respondents (51%).

Top 5 home priorities for potential South West homemovers. Source: Redrow.

Having enough private outdoor space (garden / balcony) to enjoy the outdoors


Availability of a private car parking space


Privacy from your neighbours


Having a ‘spare’ bedroom to use flexibly e.g. for guests, or as a playroom or home office


Good broadband speeds


Respondents could indicate up to 3 top priorities.

Itchy feet: 16% of people think they will move home in the next 2 years

The number of homes changing hands in the UK reached record levels in June 2021 in advance of the stamp duty holiday tapering off and then ending on 30th September, according to statistics from HMRC. People are still restless, with more than a quarter of respondents in Redrow’s research saying they intend to move home in the next two years; 6% foresee they’ll be making a move within the next 6 months.

The top three drivers for South West respondents to move; 20% of people want to live somewhere which better suits their lifestyle, 13% are seeking a home located in a city / town and 12% want a home with more outdoor space. Interestingly very few people (just 2%) say their main reason for moving is to be nearer to friends and family. Three times more people (6%) say their main motivation for moving is to get away from the city / big town they live in currently.

Matt Grayson, Group Customer & Marketing Director at Redrow, comments: “Our latest study reveals that more than a quarter of people have their sights set on a move in the next 2 years, as the nation continues its search for the ideal place to call home with space to grow.

“This study is the science behind our A Better Way to Live campaign, ensuring we are responding to the ever-changing needs and aspirations of our customers. We are noticing that homebuyers are increasingly invested in engaging with their local area. They want to live in places with essential amenities on their doorsteps and they also want to be within easy reach of friends and family, a vital network of support for many people throughout the pandemic.

“Our A Better Way to Live campaign showcases our core brand values and principles, which all come back to our dedication to building beautiful homes where people want to live. We are confident that our spacious homes with flexible living spaces, crafted with the utmost attention to detail, are ideally placed to satisfy the needs of the next wave of aspirational homebuyers.”

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