Britain’s first-time buyers are proving remarkably resourceful in the face of surging rents, high house prices and limited stock, according to new research by affordable housing platform Share to Buy.
A nationwide survey of more than 2,200 aspiring homeowners found that renters are becoming more determined – and more strategic – in their push to get on the property ladder.
The findings suggest a growing appetite for government-backed schemes such as shared ownership, as well as a clear willingness to adopt digital tools to navigate a complex and competitive housing market.
According to the survey, 83% of renters feel more motivated to buy due to rising rental costs, with 79% actively saving for a deposit. Over half of respondents reported saving for between one and five years, and 40% hope to buy within six months.
SENSE OF DETERMINATION
Jade Turnstill, Head of Brand and Content at Share to Buy, says: “There’s a real sense of determination among those looking to buy. People aren’t giving up; they’re getting smarter, more strategic, and finding tangible ways to make homeownership a reality, even in tough conditions.
“Recent increased demand for rental homes and a shortage of housing stock has contributed to rapidly rising rents across the country. Once considered an affordable alternative to buying a property, renting privately is no longer a viable option for many.”
AFFORDABILITY CHALLENGES
Notably, 57% of first-time buyers intend to purchase a home alone – highlighting a growing trend of independence among younger buyers. However, affordability challenges remain a key hurdle, with 75% saying they would be unable to buy on the open market without support from a housing scheme.
Shared Ownership is the most widely recognised solution, with 95% of respondents aware of it and 87% open to using it as a pathway to homeownership.
Share to Buy, the UK’s largest platform for affordable homeownership schemes, offers access to Shared Ownership, Rent to Buy and Deposit Unlock products.
The survey also reveals shifting buyer priorities. Some 65% said energy efficiency was a key consideration when choosing a home, underscoring rising awareness around sustainability and the long-term financial benefits of greener housing.
LONG-TERM SOLUTION
Social media is playing a growing role in the property journey, with more than 45% of buyers now relying on digital platforms for property searches, virtual tours and information. While 69% believe further government support is needed to help first-time buyers, the report highlights that many are no longer waiting for policy changes – they are acting now.
With traditional renting no longer seen as a long-term solution, the drive for homeownership is as much about financial security as it is about autonomy. The survey found that 88% of respondents consider owning a home more important than saving for a pension – a reflection of how central property remains to financial planning in the UK.
Turnstill adds: “Our recent survey highlights the need for more accessible, affordable housing options which can help buyers reduce their monthly costs. Share to Buy is the home of Shared Ownership, Rent to Buy, Deposit Unlock and a number of other schemes designed to help aspiring homeowners find their space.”
