July 2025
Our new research has revealed the top 10 most desired characteristics of a home, according to UK residents. According to the report, 86% of home dwellers overwhelmingly agree that location remains the top priority when selecting a property, with proximity to schools, greenspace and local amenities key factors driving this preference.
Equally important is living in a welcoming, supportive neighbourhood, with 82% of those surveyed listing ‘community’ as an important factor when considering where to live.
In a time of rising energy costs, UK consumers also consider sustainability to be a top priority. According to the research, energy-efficient features that contribute to lower utility bills are highly desired by 8 in 10 respondents (81%), yet only a quarter (26%) admit to actually living in an energy efficient home.
Similarly, almost three quarters of residents (72%) explained that it was important for a home to require minimal DIY or upkeep, but fewer than a third (32%) would describe their home as “low maintenance” or needing little to no DIY.
For 80% of consumers, light and airy spaces are a top priority when choosing a home, with bright open spaces and natural light offering a more pleasant living environment for home dwellers.
When it comes to their current homes, just 3 in 10 consumers have flexible, spacious rooms within their current property, despite three quarters (75%) claiming this is one of the most important features they’d look for in a home.
Hayley Blair, Sales & Group marketing Director at Story Homes, said: “The formula for the perfect home is about balancing functionality with comfort and style. The findings from our research highlight a clear demand for homes that offer practical solutions, such as energy efficiency and minimal DIY, but also a desirable location with a strong sense of community. spacious and flexible rooms designed around modern living.”
It seems that it’s not just the interior of the property that’s important to residents, as nearly three-quarters (74%) of respondents highlighted that a spacious garden or outdoor area is a key selling point when it comes to their choice of home. Almost 8 in 10 (79%) also showed a desire for homes that are built with high quality materials.
Hayley continued: “At Story Homes we design our homes around our customers, and the way they want to live. That means a home built for modern living, full of character in a desirable location that suits their lifestyle. With a high specification, high quality materials and flexible open plan spaces that suit their needs, our homes deliver the most important elements that homeowners desire.”
Top 10 most important features to UK home dwellers:
A Story home demonstrates exceptional attention to detail, both in building in places where people want to live and creating homes that customers are proud to call their own.
Challenging the conventions of the mass-produced and standing apart from the crowd, a Story home is designed for modern living and built to last, with open plan living spaces and multi-functional rooms that have been designed with a high-quality specification and flexibility in mind, so customers can use the space in a way that suits their lifestyle. Externally, the finish of each property is different, creating the unique street scenes for which Story Homes is renowned, and ensuring customers are not living in the same house as their neighbour.
For more information about the research report, please email communications@storyhomes.co.uk.
About the survey
The research was conducted by Censuswide, among a sample of 2000 Natrep UK. The data was collected between 10.01.2025 – 13.01.2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.
