What the sector must do differently to engage with young people
By Neil Louth – Group Executive Director, LRG and CEO, Acorn Group
The property sector needs to start by recognising that younger buyers are not simply less committed to homeownership. Many still want the security and long-term stability it can offer, but they are making that judgement in a very different market. Deposits take longer to save, affordability tests are tougher, family support cannot be assumed and transaction costs make every move feel more expensive.
That means the industry has to do more than repeat old messages about getting on the ladder. We need to explain the choices more clearly, improve practical financial education and work with lenders, developers and government on products that help people buy without storing up problems for later. A better-designed Help to Buy-style initiative may have a role, but so would sensible reform of the costs that discourage movement across the market.
We also need to understand how younger generations gather information. Increasingly, they will not just search for homes; they will ask technology where they should live, whether they should rent or buy and what mortgage suits them. If the industry wants to stay relevant, it must be present, useful and trustworthy at that decision-making point.
You May Also Enjoy
What the sector must do differently to engage with young people
Persistent decline to give way to recovery in 2027
The Plumbing and Electrical Problems That Quietly Kill Sales and Lettings
Rental price and average salary tracker – October 2026
Portfolio landlords have outgrown traditional property management
