The countryside regions attracting a new generation of younger buyers

The dream of escaping to the countryside is an age-old concept, but the allure of rural life is now attracting a younger generation of buyers. Recent data from Knight Frank comparing the percentage of buyers under 50 in the countryside in 2012 and 2024 reveals an increase across almost all key regions. The most remarkable differences are seen in the sought-after areas of the Home Counties (rising from 39% in 2012 to 64% in 2024) and the South/West (up from 35% to 57%). 

A changing landscape

The pandemic years saw a ‘race for space’, as the rise of remote working gave urbanites the freedom to search beyond city centres. However, even as companies increasingly mandate more days in the office, the appeal of countryside life continues to endure. 

The towns in the traditional commuter belt have long drawn in those who prioritise swift links into the capital. Ascot and Virginia Water showed the largest increase for an office area, rising from 28% to 67%, while the popular Kent town of Sevenoaks also made the top 10. “Historically the area has been a stronghold for property in large part because of the connectivity, not only to London but with excellent access to Heathrow and major motorways”, says Alex Hancock, Associate in Knight Frank’s Ascot office. “We’re seeing more buyers venturing out of the capital in search of more space and value.”

5 bedroom house for sale in Friary Road, Ascot, Berkshire, SL5. Guide price £2,500,000

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.

4 bedroom house for sale in Miners Close, Long Ashton, Bristol, BS41. Guide price £1,200,000

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.” 

Discover more insights into the property market in the new Country Houses, Farms & Estates, or contact our Country Department.