How to activate new homes demand in 2026

It was fantastic to welcome so many of our customers to Zoopla HQ recently to discuss the market outlook for new homes and how builders can secure high-quality buyer leads to support sales rates. 

If you couldn't make it to London, I wanted to share my core observations on where the market is heading for new homes this year and how you can capitalise on the shifting landscape.

With the market evolving and buyer behaviour changing, here is what you need to know to stay competitive in 2026.

Unlocking demand amid fierce resale competition

The latest research suggests there’s strong desire to move and our latest House Price Index shows February was the busiest month for the market in a decade.

However, with plenty of resale housing stock for sale, new homes are having to fight their corner. While sales volumes are picking up, you’re competing against a very competitive resale market:

• There are 6% more homes for sale nationally than this time last year (and 16% more in London).

• The number of unsold homes per estate agent branch grew to 33 in January 2026.

The good news is sales volumes are picking up. We had a really strong sales market last year. The downside, or the upside, depending which way you see it, is how many homes each agent has to sell.

The appetite to move is absolutely there - currently, 5.6 million homeowners track the value of their homes and plan their next move on Zoopla. The real challenge we face is how we get better at putting new homes stock directly under their noses.

We have made significant progress in this area in the last year, driving a 53% uplift in leads for housebuilders through product innovation. From our market-first affordability tool to buying scheme filters, map view prominence and elevated visibility in search results, we have reshaped our property search experience to ensure your developments capture maximum attention. 

We are committed to continuing this momentum so that when high-intent buyers are ready to take that next step, your new-build stock is the first thing they see.

Who’s looking to buy this year?

2 in 5 consumers are “watching” or “in-market” to buy, according to Zoopla Consumer Insights data by YouGov.

20% of people will say they want to move, but only half will in reality. And we have another 20% who are just watching the market, signing up to alerts, waiting to see what happens. 

This is a large and engaged audience, which offers great opportunities for those in the new home space.

More affordable mortgages are heavily boosting first-time buyer (FTB) demand - although it remains to be seen where they’ll settle amid the crisis in the Middle East. A year ago, banks reduced their stress test rates from around 8% down to 6.5% and FTBs are currently the strongest buyer group, accounting for nearly 40% of sales last year.

With 40% of homes for sale now cheaper to buy with a mortgage than rent, appealing to this group is key in the new homes market. If you can make home ownership the same as the cost of renting then you're likely to attract people out of renting.

The monthly cost of getting on the housing ladder as a first-time buyer in Scotland, Wales and the north of England is now pretty much the same cost or less to buy a typical property than rent it.

Size matters in the build mix

It’s always good to remind ourselves that new homes cost more than the average property, which naturally makes life a little harder. To remain competitive, we must ensure the new homes being built actually reflect the groups most likely to buy them.

Right now, outside of London, we are seeing a disconnect. There is a lot of focus on delivering 4-bed+ homes, which carry a higher price tag and attract a much thinner market of buyers.

Meanwhile, our research shows 45% of first-time buyers outside of London are actually looking for a 3-bed house.

How do we keep finding buyers for these larger homes? We need to think critically about the mix of homes being delivered. 

Fortunately, in London and urban centres, the current stock for sale effectively matches what people want to buy.

Affordability and incentives a key driver for new homes

Affordability is driving more buying decisions, with longer distance searches. The key is to think about your market and its reach. Tailor your messaging to those local market conditions and see what different approaches you can take.

If you're a house builder in Manchester, you’ll be pushing a totally different narrative to someone trying to do things in Reading or Ashford.

Stamp duty support and deposit boosts are key to attracting buyers from further afield. Incentives remain a really important differentiator for new homes.

Broad-brush marketing won’t cut it

So, how do you find the exact buyers looking for your specific properties in such a volatile landscape? This is especially critical in the highly competitive markets of southern England, or when trying to find the right buyers for higher-value, 4-bed homes.

In a shifting market, traditional broad-brush marketing simply won't cut it. You need precision and this is exactly where Zoopla’s ongoing innovation comes into play.

We’re building the most sophisticated property data ecosystem in the UK. Through continuous investment in our tech, we’re completely changing how you identify high-intent buyers by mapping real-time, hyperlocal intent.

We now have the capability to track exactly who is actively valuing their home, who is shifting their search parameters due to mortgage rates, and where the demand for specific build types is spiking - right down to the individual outcode.

By leveraging our predictive data, we can ensure your stock is put directly in front of the most motivated movers when they’re ready to transact.

The market may be complex this year, but with the right data behind you, the opportunities are huge. Our team is ready to show you exactly what this innovation can do for your pipeline.