Where Are Property Buyers Looking in 2025?

Demand for new builds remains strong across the UK, with fresh data from Mortgage Advice Bureau’s My MAB and Home Buying apps revealing the most popular locations among property buyers over the past five years.

Croydon takes the top spot

Within London, Croydon has emerged as the leading location for property buyers, with an average property price of £409,800. This figure sits just below the London-wide average of £421,000, making Croydon an appealing and more affordable entry point for those seeking to live in Greater London — particularly first-time buyers.

Scotland’s leading cities

In Scotland, Edinburgh attracted the highest number of property buyers, with average prices at £397,800. Aberdeen and Glasgow followed closely, supported by ongoing regeneration projects that continue to boost their appeal.

Swansea leads in Wales

In Wales, Swansea claimed the top spot thanks to its significantly lower property prices, averaging £189,400. Newport and Cardiff trailed behind, but Swansea’s affordability makes it particularly attractive to first-time buyers.

Belfast dominates Northern Ireland

Belfast was the most popular destination for property buyers in Northern Ireland, with an average property price of £197,000. Its role as the capital and economic hub, alongside relative affordability, reinforces its strong demand.

Property prices peak in 2024

Across the UK, property prices peaked in 2024. England reached an average of £336,934, Scotland £395,810, and Wales £243,922. Northern Ireland remained the most affordable region, peaking earlier in 2022 at £227,853. London, as expected, consistently recorded the highest average property price over the five-year period at £467,152.

What property buyers want

The majority of property buyers across the UK sought two or three-bedroom homes, balancing affordability with practical living space. In higher-cost cities such as London and Edinburgh, the preference leaned towards smaller properties averaging 2.2 bedrooms. Meanwhile, in more affordable areas like Croydon and Swansea, buyers preferred slightly larger homes averaging 2.6 bedrooms, accommodating families or providing space for a home office. In Northern Ireland, the average preference was for 2.9 bedrooms, reflecting the region’s lower property prices.

New build demand stays strong

Interest in new builds continues to grow, particularly in Croydon and Edinburgh, where demand hit 90% and 93% respectively in recent years. High levels of demand were also noted in London and Swansea, underlining the appetite for modern, energy-efficient properties.

Rachel Geddes, strategic lender relationship director at Mortgage Advice Bureau, said:
"For aspiring property buyers, there's never been a more exciting time to take that first step onto the ladder. Our data paints a clear picture: buyer confidence and demand are soaring. With mortgage lenders adapting affordability stress testing and launching innovative products, property buyers can often borrow more than they could even a few months ago. With the right guidance, securing a home is more achievable than ever."

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