May 2026
New research released today by Story Homes has revealed a striking shift in what motivates UK residents to move home – with quality, design and energy efficiency emerging as the defining priorities for today’s buyers, overtaking traditional drivers such as location and lifestyle aspirations.
The study, released by the housebuilder, surveyed 2,002 nationally representative UK residents and found 61% agreed that lower energy bills are a major factor when deciding to move, and nearly three in ten (30%) say a more energy-efficient home with lower running costs would most encourage them to move. But the research makes clear that today’s buyers aren’t just looking for cheaper bills – they want homes that are intelligently designed for the way they actually live.
Two thirds (66%) agreed that a well-designed layout matters more to them than the size of a home – suggesting buyers are looking for intelligent use of space, not simply more of it. The same proportion (66%) said flexible rooms that can adapt to changing needs are important when choosing a home, reflecting a shift towards spaces that can serve multiple purposes as lifestyles change. And the emotional pull of moving remains strong: nearly three quarters (74%) agree that moving home feels like the start of a new chapter.
Over a quarter (28%) confirmed that more space indoors would most encourage them to move home, followed by the desire for a higher-quality home (26%) – suggesting that buyers are increasingly particular about what their new home must offer before they commit to the upheaval of moving. Low maintenance living, i.e. the desire for a home requiring little or no DIY, was also a deciding factor for almost quarter of residents (24%).
A better location (22%), a fresh start (22%) and a larger or better outdoor space (22%) followed closely behind, with being closer to family or friends (21%) and a more modern home (19%) also featuring in the top ten motivators. Just one in ten (10%) said nothing would motivate them to move – suggesting the vast majority of settled homeowners can be influenced with the right offer.
When asked about their priorities when choosing a home, almost a quarter (24%) said they try to balance space, commute and location equally, while one in five (20%) said the quality of the home is the single most important factor.
Hayley Blair, Operations Director at Story Homes, said: “The message from this research is clear; buyers today are more discerning than ever. It’s not just about finding a bigger home or a better postcode. They want homes that are well-designed, energy efficient and built to a high quality. The cost of living has sharpened that focus, but the desire for a home that genuinely works better – and feels better – goes beyond bills. A Story home is ideally placed to meet this demand, with energy performance, thoughtful design and quality built in from the ground up.”
Hayley added: “What’s also striking is that the top motivators – energy efficiency, space, quality and low maintenance – are all things that a well-built new home naturally delivers. At Story Homes we are committed to building energy efficient homes that not only look beautiful, but are sustainable for generations to come. We design every development with these priorities at the heart of what we do; from our built-in energy-efficient appliances and open plan kitchen/living spaces and flexible rooms to our spacious gardens and higher ceilings that create the light, airy environment buyers are looking for.”
This is further supported by recent independent research carried out by the Home Builders Federation (HBF) and the National House Building Council (NHBC), which found that of the Story Homes customers surveyed, 94.6% would recommend the quality of their home, and 97.9% would recommend the internal design.
For more information about the research, please email communications@storyhomes.co.uk.
