industries - housing market research

Housing market research

The customer, first and always

These are challenging times in the UK housing market. Housing is on the list of political priorities, but the post Covid-19 economy is complex. Major changes in planning and investment are afoot.

The demand for houses and flats is forcing housing associations and property developers to stop and think about their customers. We work with in-house commercial, marketing, development and insight teams to understand the needs and aspirations of UK and global purchasers. In particular, a key focus is ensuring housing associations meet the needs of their tenants.

Housing market research

Using the latest digital research, behaviour science tools and dashboard visualisation techniques we help property developers create spaces and offers that consumers want to live in and accept.

“Their work gave real insight into the gaps in our marketing process which meant more sales.”

Commercial Director,


Data, insights and strategic decisions for housing associations

Improving sales, staircasing and rental income

We can help maximise your revenues, in good and bad economic times

  • Understanding your brand strengths and how they compare to your competitors
  • Developing new build products that exceed buyers’ and renters’ expectations
  • Using the drivers of successful staircasing
  • Designing the best customer journey for sales
  • Optimising pre-build bid commitments

Our research, data and customer knowledge base gives you the tools for surplus.

New revenue sources and planning for the future

Secure a successful future using superior data, insights and ideas

  • Building strategy with confidence
  • Understanding how changing demographics impact surplus
  • Increasing revenues from core and  non-core sources
  • Harnessing Smart Home and Proptech innovations
  • Winning regeneration bids on superior insight
  • Meeting the next generation of buyers’ needs
  • Meeting the next generation of renters’ needs

We use a range of research, data analytics and strategy development tools to achieve these objectives.

Better service and customer experience

We drive improvements in customer service and experience

  • Increasing CSAT, NPS and decreasing Customer Effort scores and complaints
  • Understanding the drivers of employee engagement and customer experience
  • Using measures and customer-focused culture to grow market share
  • Building an easier customer journey that elevates your brand
  • Innovating customer service strategies based on benchmarked data

We use our own database of leading customer service strategies to drive your customer service.

For a free, no obligation one hour consultation email us at

The customer journey analysis was vital in identifying the ‘oh-no’ moments in our process and the quick fixes possible

Director, UK Government Agency

Davies Hickman’s research was vital in proving the business case for new builds. It gave the Board more confidence to launch

Research Manager, Network Housing

See some housing market research stories below:

Brand strategy for housing association

Client: Major housing association

Project process: Desk research, expert interviews with marketing professionals, qualitative research with consumers

Outcomes: B2B brand research and tracking – recommendations for using existing brand versus launching a separate new build housing sales brand

Capturing new build buyers’ expectations and preferences

Client: Major housing association

Project process: Internal data, depth phone interviews and focus groups with buyers on new build sites

Outcomes: Customer insight, Consumer, employee and technology trends – recommendations for design and marketing of new build houses

Understanding key stakeholders’ attitudes to an innovative housing provider

Client: Forward thinking housing association

Project process: Using internal briefings and key stakeholder expert interviews to calibrate perceptions

Outcomes: Customer insight – board presentation and detailed research on the development of a new stakeholder communication strategy

Improving the customer journey for purchasing new homes

Client: Housing association

Project process: Accompanied shopping journeys with over 20 buyers negotiating in the London housing market

Outcomes: Digital customer experience – detailed recommendations to senior executives how best to add value at customer journey touch points

Discovering new revenue opportunities for a three-year strategy

Client: Social housing provider

Project process: Desk research, 40 expert interviews to identify over 30 new revenue opportunities for investment

Outcomes: Consumer, employee and technology trends – identified and ranked new revenue opportunities helping the client to prioritise resources