It turns out the family home is, quite literally, a family decision – and not just for the grown-ups.
A new study from Zoopla has found that 74% of UK families say their children have a say in final housing choices, reshaping the way property searches play out across the country.
For younger movers, this influence is even more pronounced. Among Gen Z homeowners, 40% say their children are either the primary influencers or a significant part of the final choice.
For Millennials, it’s 32%. This trend mirrors what’s happening in other big-ticket purchases – think cars, gadgets, even household appliances – where children’s voices increasingly tip the balance.
KIDS CALL THE SHOTS
Regionally, some parts of the UK give children more power in the home hunt than others.
Scotland leads, with 37% of movers saying their children have a strong influence. Eastern England isn’t far behind at 33%.
At the other end of the spectrum, the South East (26%), Yorkshire and the Humber (27%), and both the South West and West Midlands (28%) report the lowest levels of child influence.
And when children don’t influence the decision? The West Midlands tops that list too, with 35% of households saying their offspring have “no influence whatsoever”, followed by the South West at 32%.
WHAT COMPROMISE
Interestingly, when it comes to compromise, kids rarely budge. They account for just 1% of concessions in the home-buying process – compared to a hefty 56% for adults.
In other words, once the paddling pool, the bigger garden or the proximity to a particular school is on their wishlist, it’s not going anywhere.
HOME MOVE CEO
Despite this rising influence from younger family members, adult decision-making roles remain clearly defined. In many households, there’s still a de facto ‘Home Move CEO’.
In 32% of cases, that’s a man, compared to 25% where a woman takes the lead.
TEAM PLAYERS
For all generations, the decision to move home often starts with one person – that’s the case in 39% of households. Just over a third (35%) say the decision is made together from the outset, and only a quarter (25%) share the property research equally.
But one group is bucking that trend: Baby Boomers. They are the most collaborative, with 60% deciding to move jointly (compared to 25% of Gen Z and 31% of Millennials). They’re also more likely to share the research stage (31%) than younger movers.
MARKET MATTERS
The growing influence of children could have a tangible impact on the types of properties in demand. Family-friendly layouts, outdoor space, proximity to good schools and child-oriented amenities may increasingly trump adult-only priorities.
Daniel Copley, Consumer Expert at Zoopla, says: “It’s fascinating to see the curtain pulled back on the intricacies of the modern-day home hunt.
“It’s clear that collaborative decision-making is firmly on the rise, especially among Millennials who are truly leading the charge in teamwork.
“However, the most compelling finding is undoubtedly the growing influence of children.
“This means that for a significant portion of the market, the family home is truly a family decision. Understanding these nuanced dynamics is invaluable and it underscores the importance of open communication for a smoother, happier house hunt.”
FAMILY MATTERS
Nigel Bishop, Founder of buying agency Recoco Property Search, says: “All too often, buying a property is a family matter.
“Whilst parents narrow down the selection of properties via search criteria such as location and budget, children are frequently asked to share their thoughts on the potential new home.
“Particularly families with young children, who would spend their childhood and teenage years growing up at the property, value the opinion of their offspring.”
