New build buyers are becoming more cautious, more informed and increasingly reliant on artificial intelligence when making purchasing decisions, according to RG Law.
The warning comes at a time when the UK housing market is showing mixed signals. Mortgage approvals for house purchases increased by 9% year-on-year in 2026, indicating buyer demand remains present in the market. However, housebuilders continue to report affordability pressures and longer decision-making periods, with developers increasingly relying on incentives to secure sales. Industry commentators suggest buyers are taking longer to commit and scrutinising purchases more closely than at any point in recent years.
According to RG Law’s specialist new build team, this caution is now extending beyond financial considerations, with buyers increasingly using AI tools to review legal reports, generate additional enquiries and seek reassurance before exchanging contracts.
Holly Meek, auditing manager and new build supervisor at RG Law, said: “We are seeing a significant shift in buyer behaviour. New-build purchasers are asking more questions than ever before and are carrying out far more research before they commit.”
“Many clients are now taking legal reports away and putting them through AI platforms to identify additional questions or highlight areas they may not fully understand. Buyers want reassurance that they are making the right decision and that every aspect of the purchase has been properly considered.”
“That reflects the wider market. People are committing significant sums of money and, in many cases, reserving a property months before it is ready to move into.”
RG Law says concerns around snagging, restrictive covenants, estate management arrangements and completion timescales are becoming increasingly common, driven in part by media coverage surrounding new build quality and consumer protection.
The firm has also seen a rise in buyer concerns around off-plan purchases, particularly where purchasers are being asked to exchange contracts long before they know what mortgage products will be available when the property is ready for occupation.
Meek continued: “One of the biggest challenges for off-plan buyers is uncertainty,” continued Meek. Many are being asked to exchange contracts before they have secured a final mortgage offer and before they know what lending conditions may look like when the property is completed.”
“At the same time, deposits can often exceed 10%, which naturally makes buyers more cautious and more likely to seek additional reassurance before committing.”
RG Law believes the industry must adapt to changing customer expectations and ensure buyers receive greater transparency throughout the transaction process. The firm warns that unrealistic exchange targets can sometimes create unnecessary anxiety for purchasers, particularly where related sales, mortgage approvals or housing association requirements are outside their control.
Meek added: “One issue we see regularly is buyers becoming concerned that they could lose their reservation if certain milestones are not met within very tight timescales. In reality, we rarely see reservations withdrawn, but the concern itself creates unnecessary stress throughout the transaction.”
“Everyone involved is working towards targets and deadlines, which is understandable. However, there can sometimes be a gap between the timescales being communicated to buyers and the realities of what can actually be achieved, particularly where related sales, mortgage approvals or shared ownership requirements are involved.”
“More transparency around timescales would benefit everyone. Buyers need realistic expectations from the outset so they can make informed decisions without feeling under unnecessary pressure.”
“It’s important to remember that buyers are making one of the biggest financial commitments of their lives. Many are committing substantial deposits and entering into contracts months before they move into their new home.”
“Of course, speed matters, but so does understanding. Buyers need time to review the legal documentation, ask questions and feel comfortable with what they are signing.”
RG Law says developers that prioritise communication, transparency and customer education will be best placed to convert reservations into successful completions and that the best developers understand that conveyancing is not simply a legal process; it is a critical part of the customer journey.
RG Law says that sales teams work incredibly hard to secure reservations, but maintaining confidence between reservation and completion is equally important. New build buyers often receive an exceptional level of service when they first reserve a property, but as the transaction progresses, there can be a tendency for the focus to shift towards targets and deadlines.
The conveyancing specialist says that the most successful developers recognise that there needs to be a balance between maintaining sales momentum and delivering a positive customer experience. When buyers feel informed and supported throughout the process, everybody benefits.
