Northern England Overtakes London for Off-Plan Property Sales

For the first time since 2007, London is no longer the leading region for off-plan property sales in England and Wales. According to data from Hamptons, the North West took the top spot in 2024, with 63% of all new-build flats sold off-plan across the region.

This marks a significant turning point in investor behaviour and signals the growing appeal of regional cities, particularly in the North of England, for those looking to capitalise on long-term capital growth and rental demand.

Salford Leads the Surge

One of the standout examples is Salford, where a staggering 80% of new flats were sold off-plan in 2024 – the highest of any local authority in the UK. Other cities showing strong off-plan momentum include:

• Bradford – 65%
• Selby – 64%
• Derby – 64%
• Doncaster – 60%
• Rochdale – 58%
• Gateshead – 53%

This regional shift shows that investor confidence is migrating toward cities with strong regeneration pipelines, lower entry prices, and consistent rental demand.

Why the North is Gaining Ground

The North West has been one of the UK’s top-performing regions for house price growth since 2016, making it a compelling case for investors. Buying off-plan allows investors to lock in today's prices with the expectation of capital growth by the time the development completes.

While London still maintains a large share of off-plan sales (∼55%), it is down from its peak of 81% in 2016. The shift reflects a wider market trend: investors are becoming more strategic and value-driven, choosing regional cities over higher-cost, slower-growth areas like the capital.

Investor Takeaway

If you're considering investing in UK property, this data reinforces the benefits of looking beyond London. The North West, in particular, offers:

• Lower entry prices
• Higher rental yields
• Ongoing regeneration and infrastructure projects
• Stronger price growth potential

With Salford and other key cities setting new benchmarks for off-plan sales, now is the time to explore regional opportunities that combine affordability, strong tenant demand, and long-term ROI.

Source: Hamptons