Property Academy Home Moving Trends survey 2024: 5 key takeaways for estate agents

The results from the 2024 Property Academy Home Moving Trends, Landlord and Renter surveys are out. Now in its 18th year, the survey is the largest and longest-running of its type. This year, over 12,000 people took part across the three surveys, eliciting responses which provide a finger-on-the-pulse of the UK residential property market.

It was our pleasure to provide all of the analysis for the surveys again. In what is always one of our highlights of the year, we have analysed, interpreted and provided insights from an enormous set of data. Not only that, but we have provided clear and useful ideas for estate agents and property professionals from the findings that will help shape business strategies in 2025.

Win more instructions in 2025 by listening to what your customers want

The findings from the survey are a treasure trove of valuable information for real estate businesses to act upon. Business success in 2025 will come to those who ‘Dare to win’. Companies that act upon the evidence presented in this survey about what home movers, sellers, landlords and tenants really want, will have the chance to implement the marginal gains and business growth opportunities that will see them thrive.

What are the big stories from the data that estate agents can benefit from?

We highly recommend ordering the full results, but we’ve pulled out a few of the key findings for estate agents and property professionals as a whole.

1. New homes, new opportunities

The stats: not only would 53% of home movers consider buying a brand new home (up from 47% last year), but 21% would actually prefer a new build (up from 17% last year). New-build homes are growing in popularity.

The actions: the government is committed to building more homes, with a target to deliver 1.5 million new homes over the next five years. With this in mind and the growing popularity of this as a choice for home movers, opportunity abounds. Get to know your local landowners and SME developers and set up a dedicated resource for new homes to seize the moment.

2. Pick up the phone!

The stats: for 6 out of 7 of the key stages of working with an estate agent, a phone call is the preferred method of communication.

The actions: the phone may feel an increasingly antiquated mode of communication, but the survey results suggest that sometimes the old ways are the best. It’s simple, pick up the phone.

3. Lead from the front with material information

The stats: 20% of vendors changed agents during the sales process, with 19% blaming a lack of communication.

The actions: the homebuying and selling process has become increasingly cumbersome. One in four HomeMovers surveyed had experienced issues with the chain and it has been creeping up year after year. Great communication is essential but Material information also puts agents in the driving seat. Several suppliers provide the majority of Material information, well-presented and automated.

4. Never lose touch with past customers

The stats: 82% of people would recommend their agent to a friend or colleague.

The actions: your past customers are your best influencers so make sure you stay in frequent contact to remind them about you, and ensure they keep up the praise. There are lots of ways of staying in touch but try to make the messaging as useful as possible. For example, you found their property, so letting people know the ongoing value of their home, and others like it, couldn’t be a more relevant way of keeping the conversation going.

5. Proactively build your pipeline by knowing which properties will come on the market next

The stats: 56% of respondents to the survey said they planned to own their home for over 10 years, rising to 64% for first-time buyers.

The actions: many people are planning to stay in their homes for a long time, meaning they might not be a repeat customer any time soon. To keep your pipeline topped up, get ahead of the game. ‘Not Yet on The Market’ tools, like the one that we offer at PriceHubble, identify key triggers which tell us which properties are likely to come on to the market and when, as well as those which aren’t.

Access the rest of the valuable findings from the survey

We highly recommend ordering a copy of the full findings from the survey. To find out more, contact danielle@propertyacademy.co.uk.

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