Onward Living were looking to understand homebuyers’ attitudes and perceptions of affordable housing and in particular Shared Ownership and Rent to buy markets.
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The Challenge
Onward Living is a North West-based housing association specialising in the sale of new build homes, mainly to first-time buyers through shared ownership. The research was required to help our client understand the impact the coronavirus outbreak was having on the short and long-term plans of people looking to buy their new homes.
Research Approach
A quantitative survey was conducted online to understand people’s new intentions when planning to buy a new build house, in comparison to before the coronavirus outbreak. In particular, it was important to establish the impact of the virus on the company within the housing market and how homebuilders could help during the pandemic.
Research Findings
It was clear that COVID-19 had significantly impacted the decisions of those planning to buy a new home in the next 12 months, mainly due to expectations that household income would change. Shared ownership was likely to become more appealing as there were specific concerns about the stability of the economy, income and house prices. Some level of reassurance on stability would help to reassure potential buyers.
Actions
The brand continues to grow and already has a pipeline of over 1,000 new properties, providing the kind of homes that people want in the areas they are needed most.
