We’ve known for years that we are not building enough homes in London to meet need. It’s not just a case of numbers, either. Are we building the right homes in the right places? Covid-19, Brexit, and macro stresses on the development market mean that, more than ever, we need to be confident that new homes are being delivered that meet people’s requirements right across the city.

Even now, housing demand numbers are undoubtedly high, but is new build addressing the needs of the whole market? Are there renters and buyers out there who currently deliberately avoid new build developments, or never consider them in the first place? We know intimately the profile of those for whom new build is appealing, as they are already living in new build properties and engaging with the market.

Our analysis in this paper has uncovered a ‘missing market’ of households who are now leaving London new build. We estimate there are 23,500 households moving from new build homes into second hand homes in London, and a further 6,500 who are moving to London’s commuter belt. Who are they? Where are they going? What has changed for them? In these pages we dive into the data, answer these questions and in partnership with Savills Development Consultancy experts, signpost developers to the actions they can take to capture this demand – they can’t afford to miss out on it.

_{Read the articles within Spotlight: The Missing Markets below.}