"For a significant portion of the market, the family home is truly a family decision"
- Daniel Copley - Zoopla
A new study from property website Zoopla shows that children have a significant say in family home moves, with 74% of households reporting that their offspring influence final housing choices.
The influence is strongest among younger generations. Forty per cent of Gen Z movers said their children were either the main decision-makers or had a major influence on the final choice, while 32% of Millennials reported a similar impact. The trend reflects a broader shift in household purchasing decisions, with other research showing children influencing major purchases such as smartphones, appliances, and cars.
Scotland recorded the highest share of movers reporting significant influence from children, at 37%, followed by eastern England at 33%. Lower figures were reported in the South East (26%), Yorkshire and the Humber (27%), and both the South West and West Midlands (28%). When looking at households where children have no input, the West Midlands leads at 35%, followed by the South West at 32%.
The study found that children’s preferences are now shaping the property search itself, often becoming central to the list of ‘must-haves’. Children make the fewest compromises, accounting for just 1% of concessions compared with 56% for adults.
Division of roles among adults
While children’s input is increasingly valued, the study also shows that men are more likely to take the lead role in the moving process, described as acting as the ‘Home Move CEO’ by the research. Thirty-two per cent of men lead the process overall compared with 25% of women. This leadership is more pronounced in financial and logistical stages.
Men are more likely to set the budget (33% versus 19% of women), decide on the mortgage (34% versus 17%), arrange conveyancing (38% versus 24%), and handle price negotiations (36% versus 20%). Men are also more confident in assessing a property’s value, with 42% saying they have a good understanding compared with 25% of women.
When it comes to voicing strong preferences, women are more likely to reject a property, at 57% compared with 43% of men. Men are more likely to make concessions on desired features, with 31% reporting they give ground more often compared with 25% of women.
Collaboration across generations
The decision to move is often initiated by one person, with 39% of households reporting that the idea came from a single individual. In 35% of households, both partners made the decision together. Only 25% said they equally share the work of researching properties and market trends.
Among generations, baby boomers were the most collaborative. Sixty per cent said they share the decision to move equally, compared with 25% of Gen Z and 31% of Millennials. Baby boomers were also more likely to split research duties, with 31% saying they carry out this stage jointly.
“It’s fascinating to see the curtain pulled back on the intricacies of the modern-day home hunt,” said Daniel Copley, consumer expert at Zoopla. “It’s clear that collaborative decision-making is firmly on the rise, especially among Millennials who are truly leading the charge in teamwork. However, the most compelling finding is undoubtedly the growing influence of children. This means that for a significant portion of the market, the family home is truly a family decision. Understanding these nuanced dynamics is invaluable, and it underscores the importance of open communication for a smoother, happier house hunt.
“Whether it’s setting the budget or negotiating house prices, using tools like Zoopla’s My Home gives you an idea of what you could sell your current home for and provides deeper insights into the home you’d like to buy. Additionally, listings pages include insights such as planning permissions and information on local schools and local amenities. You can also add your preferred travel destination to help you refine your search when looking for proximity to work.”
