The countryside regions attracting a new generation of younger buyers

Quality of life

What’s striking is that younger buyers are continuing to look further afield, with the rise of hybrid working models giving professionals the confidence to move out in search of a high quality of life without sacrificing career ambitions. Within the top five office areas that saw a rise in the percentage of buyers under 50 were Bath (from 38% to 67%) and Bristol (46% to 75%). Both offer plentiful train connections that will get you to London in a little over an hour and a half, yet with all the benefits of being surrounded by rolling countryside.

“Bristol has always attracted buyers from London, as well as overseas, but the pandemic accelerated a shift in people making their way down the M4 to the South West,” says Robin Engley, Partner in Knight Frank’s Bristol office. “It’s a place where nothing is ever too far away. It is surrounded by beautiful countryside while offering easy access to a dynamic city centre, with the entertainment and job opportunities that it brings.”

Francesca Leighton-Scott, who specialises in selling quality homes in the villages and towns around Bath and Somerset, has similarly seen a difference in the demographic of those looking to call the area home. “In recent years I’ve seen the professions of those buying in the region change. It’s now more diverse, with more working in the tech industry or with entrepreneurial careers affording them the flexibility to be anywhere,” she says. 

Crucially, it allows these buyers to place their ideal lifestyle top of the priority list. “Health, wellness and sustainability are often issues that are front of mind for younger generations,” she adds. “More people want access to green spaces and for their children to have the freedom of being in nature.”

Education tops the list

The excellent selection of grammar and private schools in rural regions has long attracted parents focused on their children’s secondary education. More recently, however, there has been a significant change in certain regions as buyers make the move earlier in life, often for primary school or even before starting a family. 

Hancock has witnessed this shift in both those leaving London and international buyers looking to settle in Ascot. “The attendance of the Prince and Princess of Wales’s children at the nearby Lambrook School has only further put the area on the map, with many other top-rated educational institutions in the locality,” he notes.

A long-term investment

Access to green space and fresh air is a given, but the expansion of contemporary amenities means that those moving from the capital have all the conveniences they are accustomed to on their doorstep. Leighton-Scott notes that the establishment of members’ clubs such as Babington House and The Newt in Somerset has further added to the attraction of the surrounding area. Not only does this enhance the lifestyle in these areas, but shows an ongoing investment in the local community that is reflected in the increasing number of people looking to make these regions their permanent home. 

“Younger buyers see prime countryside property as a stable, long-term asset which has shown excellent capital growth in recent years, often trading up earlier rather than climbing the city property ladder,” explains Harry Gladwin, a Partner at The Buying Solution who specialises in finding clients their dream countryside properties.

It’s an area where regions such as Bath and Bristol particularly excel, with easy access to city amenities lending a vibrant edge that makes it ideal for both families and professional couples alike. “Musicians and artists such as Massive Attack and Banksy put the region on the cultural map,” says Engley. “Today, from the Bristol Harbour Festival to food markets, high-end restaurants and the creative buzz of its two top universities, it's simply a fun place to live.”