The majority (67%) of British home movers have stated that it was love at first sight, when asked how long it took to know their home was ‘the one’, according to the latest survey into home moving love stories by Savills.
A further 12% said that they needed at least three viewings and 11% described it as a slow burn, while 1 in 10 (10%) Britons admit that it took realising that there was competition from others to know that it was ‘the one’.
This survey of more than 3,000 people, comes as Savills launches a major new integrated advertising campaign, ‘Love Stories’, which celebrates the relationship that we all have with our homes. The campaign, the third instalment of the firm’s commercial series that first broke in 2017, underpins Savills understanding of the emotional side of moving home, as well as the need for specialist advice.
Savills survey revealed that more than half describe their relationship with their home as their ‘sanctuary’ (54%), whereas almost a third (31%) are ready to end the relationship and move on or are already back on the market. But, just 16% think their relationship with their current home will last forever.
Seeking approval from parents (29%) and friends (4%) was low on the list of home movers’ priorities, with almost half (48%) stating that they trust their own judgement when it comes to buying or renting a home. Still, more buyers put greater importance on living close to friends and family (34%) than to work, transport and even local pubs and shops.
Hits to the Savills website traditionally rise by at least 40% in the week following Christmas Day, so ‘Love Stories’ will be targeting those considering a home move – whether buyers, sellers or renters – just as they begin their planning.
“Our survey findings highlight the host of emotions that Britons typically feel when choosing a new home – it’s a big decision and important to get it right,” comments Andrew Perratt, head of country residential at Savills.
“We are going into 2022 with new buyer demand running at an exceptionally high level, more than double normal levels for this time of year, suggesting a great many people are looking to move on and fall in love with a new home.”
The new 60-second ad will break on Boxing Day and will run through until Valentine’s Day.
