Enquiries for new-build homes from existing homeowners have risen sharply, suggesting growing demand from buyers looking to move up the property ladder.
New figures from Zoopla-owned newhomesforsale.co.uk show a 23% increase in enquiries from second- and third-time buyers during the first half of 2026.
The increase, compared with the previous six months, could provide an opportunity for housebuilders struggling to sell larger family homes.
Developers typically have a greater proportion of three- and four-bedroom properties available than the resale market.
However, the research suggests builders may need to rethink their marketing strategies to attract existing homeowners rather than concentrating heavily on first-time buyers.
North East leads growth in enquiries
The North East recorded the strongest increase in new-build enquiries from existing homeowners, up 43%.
The South East followed with a 34% rise, while the East of England recorded growth of 26%.
Enquiries also increased across the South West (25%), North West (24%) and West Midlands (22%).
By contrast, London was the only region to record a decline, with enquiries falling 1%.
Across Scotland, enquiries rose 18%, compared with 16% in the East Midlands and 7% in Wales.
Housebuilders urged to rethink buyer incentives
The findings suggest existing homeowners may respond to different incentives from first-time buyers.
Part-exchange schemes, chain-free completions and flexible moving dates could help developers attract buyers concerned about selling their current property.
Stamp duty contributions may also prove attractive, particularly for purchasers facing larger tax bills.
Lucy Woodhall, sales director at Persimmon & Charles Church Suffolk, said: “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, particularly at our Suffolk developments.
“It tells us the industry needs to think harder about what this audience actually wants, rather than defaulting to first-time buyer incentives.”
Existing homeowners present opportunity
Mark Hincks, director at newhomesforsale.co.uk, believes developers should pay closer attention to buyers already on the property ladder.
He said: “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 – new homes offers flexibility and greater certainty.”
Hincks said developers should also consider how they market lower running costs, reduced maintenance and greater certainty over moving dates.
He added: “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.”
The findings indicate growing interest in new-build properties among existing homeowners. However, the increase in enquiries does not necessarily translate into higher reservation or completion volumes.
