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housing futures Blog

What are the housing solutions for our future villages?

Q2 2016

With demand for English villages on the rise, we take a closer look at some of the options available to help meet the challenge of housing would-be villagers...

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Vanessa Hale

Director, Research

+44 20 7318 4675

Our most recent Housing Futures report found that villages are becoming ever more popular among the country’s home movers. And with this move to the countryside, there will be a need for developers and local councils to find ways to house these people.

The report considers three alternative options for the future of village housing…

The Private Rented Sector (PRS)…

For many, renting in a village is seen as a great option, whether it’s as a second summer home or the first step to establishing roots in the longer term.

In our survey, 17% said they would happily consider living in a professionally managed private rental unit in a village. It’s a trend that is happening across the country, with demand for housing in the private rented sector growing from 9% of housing stock in 2001 to 16.5% in 2011.

The changing house market and various social trends are behind this increased demand. People aren’t starting families until later in life, giving them time to save for a first home deposit. During this period, renting is the de facto option, unless they choose to stay with parents.

But PRS in the UK’s small towns and villages is sorely lacking. For many decades, homeownership has been seen as the final goal for many, unlike in Europe where renting is considered a life-long option for people from all walks of life.

The Housing and Planning Act 2016 aims to tackle some of the shortage of private rental properties with an “acknowledgment of the increased importance of the private rented sector and desire to improve standards therein” - though the Government is sticking firmly to its homeownership goals.

In the future, renters should be looking to large-scale investors to deliver the sort of high-quality product and service levels that can currently be found in the US rental market.

Platinum Places…

One of the most common reasons for people abandoning city living for a more sedate pace of life is retirement. Not only can you often release equity with a move from city to village, but you’ll find a smaller home that is more manageable as you get older.

And with an aging population and the baby boomers moving into retirement, the National Housing Federation predicts that by 2021 many rural districts will be mostly populated by pensioners.

Platinum Places are new, high-quality mixed communities that are part of a village. Our survey found that over a quarter of people (27%) would be happy to move into such a development.

In the past, such people would have moved into age-limited communities on the edge of towns. But the many baby boomers facing retirement are looking for something different than their parents.

Improved health, decent pensions and, generally, more active lifestyles in retirement mean many won’t be ready to settle down just yet. And as such, are looking for somewhere to live that will allow them to continue their varied and active life.

Platinum Places could provide the answer - developments open to all age groups offering direct access to a variety of amenities, cultural experiences, village fairs, farmers’ markets, gyms, swimming pools and more – all of which could be tailored to the needs of different members.

These could form part of any New Towns being proposed as part of the Housing and Planning Act 2016. It states that any New Town must “have regard to the desirability of good design”. What this will mean in practice we’ll just have to wait and see.

The HEAL House…

Health is happiness for many people, and moving from the city to the countryside can offer a better quality of life. Research for Ageing Better found that 52% put good health as their top priority for later life, while half listed their health as their biggest worry as they grew older.

To achieve a fit and healthy body and mind, many would consider a HEAL House - Healthy Eating Active Living House. This was a popular option among our respondents with 41% saying they would consider living in one.

Since Sick Building Syndrome was identified in the 70s, new research has helped create places that help keep us healthy. These can include everything from paints produced from low-volatile organic compounds to the use plants to help to clean the air.

While these techniques are common in office buildings, they’ve also recently started being introduced to home design. Architects and designers are now looking at creating stimulating spaces, reducing noise pollution and bringing the benefits of nature into homes through light and green spaces.

And, as reflected in this year’s RHS Chelsea show, our gardens play a big part in staying health. From growing your own vegetables to the simple act of gardening, getting your fingers dirty is all part of the HEAL ethos

To read all of our Housing Futures blogs, please click here.