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Graham Awards


Most buyers say choice of home is ‘love at first sight’

Almost exactly two thirds of buyers questioned by Savills say their choice of home to purchase was a case of ‘love at first sight’.

A further 12 per cent say they needed at least three viewings while 10 per cent say they need the spur of knowing there were rival bidders to make them realise the property was ‘the one’. 

This survey of more than 3,000 people, comes as Savills launches a major new integrated advertising campaign celebrating the relationship people have with homes. 


The campaign, the third instalment of the firm’s commercial series that first broke in 2017, is described by Savills as saying the agency understands the emotional side of moving home, as well as the need for specialist advice.

Savills survey reveals that more than half of buyers describe their home as their ‘sanctuary’.

Seeking approval from parents and friends was low on the list of home movers’ priorities, with almost half stating that they trust their own judgement when it comes to buying or renting a home.

Hits to the Savills website traditionally rise by at least 40 per cent in the week following Christmas Day, so the new campaign 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, which launched on Boxing Day, will run through until Valentine’s Day.  


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