How to attract a new generation

Young parents are leaving the city earlier than in previous years, according to new research. Annabel Dixon finds out what they're looking for

- By Annabel Dixon

FORGET the dream of marathon renovations. Today's younger purchasers in the countryside ideally want homes they can start living in straightaway. They're not signing up for years of builders and muddy boots; they want the Champagne on ice by the first weekend,' says Jamie Freeman of Haringtons UK (01635 254969).

Figures from Knight Frank Research show that the percentage of younger parents plumping for a home outside London has risen over the past 12 years. This is a cohort that favours well-renovated homes, pukka amenities and buzzing communities. The proportion of sales to buyers under 50 years old across Knight Frank's country business climbed from 48% in 2012 to 61% last year. The biggest jump, unsurprisingly, was in the Home Counties region, where the share increased from 39% to 64%, followed by the South-West and South-East. According to Strutt & Parker's Housing Futures survey, 24% of under-50s living in urban areas plan to relocate to a village or rural location within the next five years.