For years, much of the promotion and many of the incentives surrounding new-build homes have been focused on first-time buyers. But things could be changing! New data reveals that more existing homeowners – those looking to buy their second or third property – are now showing an interest in making their next move into a brand-new home. So, what's behind this growing trend?
New data collated and analysed by Newhomesforsale.co.uk shows that enquiries from homeowners interested in buying a new-build property increased by an impressive 23% in the first half of 2026, compared with the previous six months.
Looking more closely at the figures, the North East recorded the biggest increase in enquiries from 'second steppers', at 43%. The South East followed with a 34% rise, while the East of England saw an increase of 26%. The South West recorded 25%, the North West 24% and the West Midlands 22%. London was the only region to see a slight decline, with enquiries falling by 1%.
One of the key reasons behind this growing interest, according to the new homes portal, is the availability of three- and four-bedroom properties on new developments. More homes of this size are being built, offering an attractive alternative to what's currently available on the resale market.
There's been a slowdown in the number of homeowners putting larger properties up for sale. With household budgets under pressure, the cost of moving to a bigger home increasing and the property market remaining unpredictable, many homeowners are choosing to stay put. Add to this the number of property sales falling through, and it's easy to see why finding the right family home can be challenging.
With fewer three- and four-bedroom homes coming onto the market, competition for the properties that are available is increasing, often pushing prices higher. It's little wonder that buyers looking for a little more space are starting to consider new-build homes as an appealing alternative.
Of course, new-build homes also come with plenty of benefits and attractive incentives. And with growing numbers of existing homeowners exploring this option, there's a strong argument for housebuilders to offer more promotions and deals aimed specifically at 'second steppers', just as they do for first-time buyers.
Many of the larger housebuilders already offer a range of incentives to help existing homeowners make their next move into a new-build property. These can include stamp duty contributions and part-exchange schemes, as well as flooring and carpet packages, upgraded kitchens and appliance bundles.
Part-exchanging your current home with a housebuilder can offer real peace of mind. It provides greater certainty around your sale, helping you avoid the stress of property chains, lengthy negotiations and the risk of a sale falling through.
While homeowners may receive a lower price for their property through part exchange than they might achieve by selling privately, the convenience, speed and added certainty can make the difference worthwhile – particularly for those keen to secure their next home without unnecessary delays.
With economic uncertainty, the cost of living and rising household bills continuing to concern homeowners, it's easy to understand why more people are looking at the long-term savings a new-build home could offer. For many, it's not just about finding a bigger property; it's about finding a home that's more affordable and economical to run.
One of the biggest advantages is the potential saving on maintenance and repair costs. As everything is brand new, there's generally less need to worry about unexpected repairs or costly improvements, particularly during the first few years of ownership. Everyday maintenance will still be needed, of course, from clearing gutters and looking after the garden to having the boiler serviced. However, modern materials, new fixtures and fittings, and the latest building standards can all help make new-build homes a lower-maintenance option.
Then there's the cost of running your home. New-build properties are generally much cheaper to heat and run than older homes. The Home Builders Federation's Watt a Save: The New Build Advantage report highlights just how significant these savings can be, finding that new-build homes cost around £420 less per year to run on average compared with older properties.
Thanks to modern building regulations, new homes benefit from improved energy efficiency, including better insulation, modern windows and enhanced airtightness. Many developments also offer low-carbon features such as solar panels and air source heat pumps. Even having an EV charging point installed as standard can help families avoid the additional expense of fitting one themselves at an older property.
And let's not forget the design of new-build homes. Today's properties are created with modern lifestyles in mind, with practical layouts and thoughtful features that make everyday living easier. Open-plan family spaces are popular, while many homes also offer dedicated areas for working from home.
From contemporary kitchens and the latest appliances to handy extras such as USB charging points and smart heating controls, new-build homes are designed to suit the way we live today. For families looking to upsize, having a home that's already configured for modern living can save considerable time, money and hassle. There's no need to budget for major renovations, expensive rewiring or updating tired interiors. Simply move in, unpack and enjoy your new surroundings!
The latest figures highlight an important shift in the new-build market. Interest from existing homeowners is growing, showing that new-build properties are becoming an increasingly attractive option for second steppers and upsizers, as well as first-time buyers.
Housebuilders should take note and ensure this growing group of active buyers isn't overlooked when it comes to marketing, promotions and incentives. After all, moving up the property ladder should come with just as many opportunities and benefits as taking that very first step.
Are you a current homeowner thinking about making your next move into a bigger, brand-new home? Whether you're looking for more bedrooms, extra living space or a more energy-efficient property, there's plenty to explore. Browse our database of new-build homes to discover the developments and properties currently available across the UK. Your next home could be closer than you think. Get started here.
