How younger property buyers are redefining country living

Flexible working, improved connectivity and a desire for lifestyle-led living are drawing a new generation of wealthy buyers to prime regional markets

21 October 2026

3 mins read

How younger property buyers are redefining country living — Images of Cotswolds countryside by by Juan Trujillo Andrades. Images of Surrey © Getty Images

The dream of a life in the countryside is nothing new. What is changing, however, is who is pursuing it. Data from Knight Frank shows that buyers under 50 now account for the majority of purchasers across the monitored UK prime country markets, including the South East, South West and Home Counties.

"One of the most interesting trends we're seeing at the top end of the country market is the rise of what many would consider a non-traditional buyer,” explains Oliver Rodbourne, Knight Frank’s Head of South East & Channel Islands.

“Historically, the prime country house market was dominated by established business owners, financiers and buyers relocating from substantial London homes later in life. Today, we're increasingly dealing with crypto entrepreneurs, content creators, media personalities, sportspeople and those who have built successful businesses at a much younger age."

As the profile of the buyer evolves, so too do the motivations behind the move. "Many of these buyers are not following the conventional route of climbing the London property ladder before making a move to the country. Instead, they're going straight into prime regional markets and purchasing substantial country homes as their primary residence,” he adds.

“Improved connectivity, greater flexibility around where people work and a desire for lifestyle-led living mean that for many younger wealthy buyers, the country is no longer the end goal - it's the starting point. In a market that has faced its share of challenges, these younger and often unconventional purchasers are providing an important source of demand at the upper end of the market."

Where are younger buyers purchasing in the countryside?

Every region monitored by Knight Frank recorded an increase in the proportion of buyers under 50 compared with 2012. Several markets stood out, both for the scale of growth and the share of transactions accounted for by younger purchasers.

Elmbridge, where 74% of buyers were aged under 50 in the first half of 2026, up from 60% in 2012.
The South East, where 71% of buyers are under 50, compared with 51% in 2012.
Hampshire, which has seen under-50 buyers rise from 46% in 2012 to 67% in 2026.
The South West, traditionally associated with older lifestyle buyers and retirees, where the proportion has more than doubled from 32% in 2012 to 65% in 2026.

How changing priorities are reshaping the country property market

Leading the way is Elmbridge, the affluent Surrey enclave encompassing Esher, Cobham, Walton and Weybridge, where almost three-quarters (74%) of buyers in the first half of 2026 were under 50. Its appeal, particularly among families, is easy to understand. Outstanding schools, excellent connectivity and a fast commute into London Waterloo, together with convenient access to Heathrow and Gatwick, have established the area as one of the capital’s most desirable commuter locations.

From prestigious private estates including St George’s Hill, the Crown Estate, Burwood Park and Ashley Park, to its mix of period homes and contemporary residences, Elmbridge offers the space, privacy and quality of life increasingly prized by today’s buyers.

An aerial view of suburban houses in Surrey, UK

“The pandemic fundamentally changed how many people think about work, home and lifestyle,” says Christopher Burton, Knight Frank’s Head of Elmbridge. “But because there are often various moving parts to position finances and property is an illiquid asset, it takes time for those changes in mindset to translate into market activity.”

West End Village, Esher, Surrey, England, UK. Quintessential English Village built around a duck pond.

Space, gardens and access to green surroundings remain key drivers, while hybrid working has widened the horizons of buyers who no longer need to commute every day. “If you only need to be in the office two or three days a week, a slightly longer journey becomes a very different proposition when set against the additional space and quality of life you can enjoy,” he adds.

The profile of buyers moving to the countryside is changing, and so are their expectations. While previous generations often purchased country homes later in their careers, Burton is increasingly working with entrepreneurs in their thirties and forties who have already built significant wealth. The area also attracts successful sportspeople, with Chelsea’s training ground based near Cobham.

Just as notable is the evolution in what they look for in a home. Demand is growing for properties that blur the boundaries between indoor and outdoor living, with gyms, sports facilities, swimming pools and generous entertaining spaces increasingly part of the brief. “What we’re seeing is a greater emphasis on lifestyle-led amenities,” says Burton. “Whether it’s entertaining at home, prioritising wellbeing or making the most of warmer summers, buyers are increasingly drawn to properties that maximise their connection to the outdoors.”