糖心传媒

Quality of life

What鈥檚 striking is that younger buyers are continuing to look further afield, with the rise of hybrid working models giving professionals the confidence to move out in search of a high quality of life without sacrificing career ambitions. Within the top five office areas that saw a rise in the percentage of buyers under 50 were Bath (from 38% to 67%) and Bristol (46% to 75%). Both offer plentiful train connections that will get you to London in a little over an hour and a half, yet with all the benefits of being surrounded by rolling countryside.

鈥淏ristol has always attracted buyers from London, as well as overseas, but the pandemic accelerated a shift in people making their way down the M4 to the South West,鈥� says Robin Engley, Partner in 糖心传媒鈥檚 Bristol office. 鈥淚t鈥檚 a place where nothing is ever too far away. It is surrounded by beautiful countryside while offering easy access to a dynamic city centre, with the entertainment and job opportunities that it brings.鈥�

Francesca Leighton-Scott, who specialises in selling quality homes in the villages and towns around Bath and Somerset, has similarly seen a difference in the demographic of those looking to call the area home. 鈥淚n recent years I鈥檝e seen the professions of those buying in the region change. It鈥檚 now more diverse, with more working in the tech industry or with entrepreneurial careers affording them the flexibility to be anywhere,鈥� she says. 

Crucially, it allows these buyers to place their ideal lifestyle top of the priority list. 鈥淗ealth, wellness and sustainability are often issues that are front of mind for younger generations,鈥� she adds. 鈥淢ore people want access to green spaces and for their children to have the freedom of being in nature.鈥�

Education tops the list

The excellent selection of grammar and private schools in rural regions has long attracted parents focused on their children鈥檚 secondary education. More recently, however, there has been a significant change in certain regions as buyers make the move earlier in life, often for primary school or even before starting a family. 

Hancock has witnessed this shift in both those leaving London and international buyers looking to settle in Ascot. 鈥淭he attendance of the Prince and Princess of Wales鈥檚 children at the nearby Lambrook School has only further put the area on the map, with many other top-rated educational institutions in the locality,鈥� he notes.

A long-term investment

Access to green space and fresh air is a given, but the expansion of contemporary amenities means that those moving from the capital have all the conveniences they are accustomed to on their doorstep. Leighton-Scott notes that the establishment of members鈥� clubs such as Babington House and The Newt in Somerset has further added to the attraction of the surrounding area. Not only does this enhance the lifestyle in these areas, but shows an ongoing investment in the local community that is reflected in the increasing number of people looking to make these regions their permanent home. 

鈥淵ounger buyers see prime countryside property as a stable, long-term asset which has shown excellent capital growth in recent years, often trading up earlier rather than climbing the city property ladder,鈥� explains Harry Gladwin, a Partner at who specialises in finding clients their dream countryside properties.

It鈥檚 an area where regions such as Bath and Bristol particularly excel, with easy access to city amenities lending a vibrant edge that makes it ideal for both families and professional couples alike. 鈥淢usicians and artists such as Massive Attack and Banksy put the region on the cultural map,鈥� says Engley. 鈥淭oday, from the Bristol Harbour Festival to food markets, high-end restaurants and the creative buzz of its two top universities, it's simply a fun place to live.鈥�