Shared Ownership: is it time for a rebrand?

  • Research shows that shared ownership transactions decrease across majority of regions – raising questions over whether more needs to be done to ‘sell’ the idea of shared ownership to home buyers
  • Only 11% of aspiring first-time buyer would chose to purchase a shared ownership property, with nearly 80% opting to purchase a home outright instead
  • 30% of aspiring first time buyers admitted to not fully understanding what shared ownership is

Shared ownership transactions across England and Wales have decreased throughout the majority of regions*, research from My Home Move has found, despite numerous pledges from the Government to increase access to housing for Britain’s aspiring home buyers.**

Having analysed nearly 50,000 mover transactions over the past year (2016 – 2017) My Home Move discovered that shared ownership activity has decreased across 7 out of 9 regions – including London, the Home Counties, North East, South East, Wales, West Midlands and Yorkshire – leaving the UK’s leading provider of mover conveyancing services to question whether more needs to be done to increase the popularity of shared ownership among home buyers, as it currently accounts for less than 1% of housing stock across England and Wales. ***

Commenting on these findings Doug Crawford, CEO of My Home Move said,

“Last February the Government pledged to fix Britain’s broken housing market, and yet one of the schemes designed to encourage home ownership is falling in popularity. Our research highlights just how small transactional volumes for shared ownership are, raising questions as to whether the scheme needs to change its image to attract new home buyers.

“It’s our belief that home buyers, despite the lack of housing stack, are turned off by phrases like ‘affordable housing’, which is often used to describe ‘shared ownership’. Yes, they want to be able to afford their home, but they want to buy a dream. The idea of buying a home that has been built to fulfil a quota, or is being sold through a housing association and so has the negative connotations of social housing attached to it, is just too much for some. Perhaps we need to ‘rebrand’ the image of shared ownership, to bring it in line with initiatives like the Government’s Help to Buy, to make it more attractive to first time-buyers.”

In a survey of aspiring first-time buyers**, only 11% said they were looking to buy a shared ownership home, while nearly 80% were looking to purchase a home outright. However most tellingly, nearly 30% admitted to not understanding what shared ownership is.

Continuing Doug Crawford said,

“With these findings in mind, we think there is a missed opportunity for those involved in shared ownership schemes, to educate aspiring first-time buyers better.  Shared ownership can offer those trapped as ‘generation renters’ a real possibility of getting onto the property ladder, but it’s all a question of selling them the dream and maybe it’s time to find out what would make aspiring first-time buyers change their mind.”

To join our debate on ‘shared ownership’ and discover what Dev Malle, our Group Distribution Director, thinks Housing Minister Alok Sharma should be thinking about, visit

For further information on My Home Move please visit

*Chart one: Showing the percentage of transactions which were shared ownership over all mover completions; by region by year. Based on 50,000 mover trasnactions (My Home Move Management Information August 2016 to August 2017.)


% of shared ownership transactions over completions by region
East of Eng East Mids London Home Counties North East North West South East South West Wales West Mids Yorkshire & Humber
(Jan to Aug) 2016 0.3 0.4 0.7 0.8 0.2 0.2 0.4 0.5 0.2 0.7 0.2
(Jan to Aug) 2017 0.7 0.6 0.4 0.5 0 0.2 0.2 0.5 0 0.5 0.1
Increase/decrease + + = =


**Government’s Housing White Paper – – released 7th February 2017


***Shared Ownership – housing stock figures


***Survey of 1,000 aspiring first time buyers (May 2017). Conducted by Atomik Research.

Q14 (radio) – Do you understand what a ‘shared ownership’ property is?
Choice Percent
Yes 70.62%
No 29.38%
Totals 100.00%
Q16 (radio) – Which would you rather buy: A ‘shared ownership’ property or a property outright?
Choice Percent
Shared Ownership 11.65%
A property outright 77.09%
I don’t know 11.25%
Totals 100.00%

Kindly shared by My Home Move