Research by Santander UK has revealed the top rising neighbourhoods that first-time buyers are choosing to purchase in across the UK as moving further away from family, friends and familiar places to get onto the property ladder becomes more common.
Using data from the last 10 years (2013-2023), Santander has analysed which neighbourhoods have seen the largest increase in the number of first-time buyer purchases over that time – and which have seen the biggest drops.
Waverley in the South East and Waltham Forest in Greater London have topped the chart for the greatest increase in first-time buyer sales, reflecting data that shows one in four (26%) Londoners are moving out of the capital to get onto the property ladder. Other neighbourhoods with the largest increases in first-time buyer popularity over the last 10 years include Bassetlaw in the East Midlands, Knowsley in the North West and East Lothian in Scotland.
The top rising FTB neighbourhoods by region over the last 10 years
| Region | Neighbourhood | 2013 Rank | 2023 Rank | Ranking Increase | Avg property price (£) |
| South East | Waverley | 54 | 29 | +25 | 385,150 |
| London | Waltham Forest | 25 | 13 | +12 | 447,678 |
| East Midlands | Bassetlaw | 20 | 12 | +8 | 171,000 |
| East of England | Harlow | 38 | 30 | +8 | 291,294 |
| North West | Knowsley | 30 | 25 | +5 | 186,536 |
| Scotland | East Lothian | 23 | 18 | +5 | 213,111 |
| West Midlands | Stoke-on-Trent | 6 | 3 | +3 | 147,028 |
| South West | City of Plymouth | 10 | 7 | +3 | 191,309 |
| Wales | Newport | 8 | 5 | +3 | 200,847 |
| North East | Middlesbrough | 11 | 9 | +2 | 141,291 |
| Yorkshire and The Humber | Rotherham | 13 | 11 | +2 | 152,634 |
Data from Santander recently revealed that first-time buyers are increasingly compromising on location to fulfil their dream of owning a home – with two-thirds (67%) moving to an area they had never been to before, compared to just over half (51%) of those who bought more than five years ago. A lack of suitable properties and affordability constraints are the primary reasons first-time buyers are increasingly moving to new neighbourhoods they had not previously considered. Those who made the move benefitted financially – saving an average of £29,000 in the last two years, compared to if they had bought a property in the neighbourhood where they previously lived.
The average distance Santander customers moved to purchase their first home has increased by nearly a quarter (23%) over the last four years. This is particularly true of Londoners, as nearly two-thirds (63%) are having to move further away from family and friends to get on the property ladder – more than in any other region.
Santander’s research also revealed which neighbourhoods have seen the biggest drops in first-time purchases. Elmbridgein the South East saw the biggest decline, with Tower Hamlets, London and Teignbridge, South Westtied in second place.
The FTB neighbourhoods becoming less popular over the last 10 years
| Region | Neighborhood | 2013 Rank | 2023 Rank | Ranking Decrease | Avg property price (£) |
| South East | Elmbridge | 13 | 32 | -19 | 470,742 |
| South West | Teignbridge | 7 | 17 | -10 | 257,498 |
| London | Tower Hamlets | 6 | 16 | -10 | 474,332 |
| East Midlands | Lincoln | 9 | 16 | -7 | 166,938 |
| East of England | Cambridge | 17 | 24 | -7 | 406,447 |
| Scotland | East Dunbartonshire | 19 | 25 | -6 | 235,813 |
| North West | Chorley | 25 | 30 | -5 | 181,778 |
| West Midlands | Wychavon | 16 | 20 | -4 | 226,462 |
| Yorkshire and The Humber | York | 9 | 13 | -4 | 250,998 |
| North East | South Tyneside | 9 | 11 | -2 | 127,515 |
| Wales | Isle of Anglesey | 20 | 22 | -2 | 177,000 |
The data shows that London has become the least popular area with first-time buyers in the last 10 years, as the number of first-time purchases has dropped nearly 80% during that period.
Graham Sellar, head of mortgage development at Santander, commented: “Our latest data shows that first-time buyers are increasingly looking to purchase in neighbourhoods where they previously might not have considered – or even heard of.
“Those neighbourhoods which have seen the largest drop in first-time buyer purchases, such as Teignbridge, also tell a story, as it becomes clear that location has become the number one compromise for many looking for their first home. As first-time buyers explore these alternative neighbourhoods, we want to reassure our customers that Santander is here to support them achieve the exciting milestone of purchasing their first home, wherever it may be.”
