The Property Market Ahead In 2026: An Expert View
As we move into 2026, buyers are approaching decisions with greater care and realism. Quality, location and long-term usability are now far more influential than short-term market sentiment. To gain further insight, we have invited a market specialist to share his view on what buyers are looking for and where genuine opportunities lie for the year ahead.
Our guest contributor is Ben Bentley, co-founder of The Country House Department, a specialist agency focused on the sale and acquisition of prime country houses. Ben works closely with both buyers and sellers across the upper end of the market, advising on pricing, positioning and strategy, and is well placed to comment on how behaviour and priorities are changing.
In this interview, Ben outlines what is shaping the market in 2026, what buyers are scrutinising most closely, and where targeted investment can make a measurable difference. His insights sit naturally alongside our own experience at HollandGreen, where we support clients in creating and improving country houses that are straightforward to own, efficient to run and well suited to modern country living.
What are the key opportunities you see in 2026 in the prime country property market?
From our perspective, 2026 is shaping up to be a far more considered and selective market. The real opportunities lie with genuinely high-quality country houses; those in strong locations, well cared for, and either ready to move into or offering a clearly defined improvement story. As confidence improves and affordability stabilises, we expect to see more family buyers and long-term movers returning, particularly those prepared to prioritise lifestyle over short-term market noise. Where sellers can remove uncertainty – through transparent pricing, clear planning positions and well-documented improvements – we consistently see stronger engagement and better outcomes.
What are buyers prioritising most when searching for their ideal country home today?
Buyers are much more forensic than they were a few years ago. Location and connectivity remain fundamental; proximity to schools, stations and everyday amenities really matters, but condition and efficiency now sit firmly alongside that. Running costs, energy performance and the quality of infrastructure are under close scrutiny. Internally, flexible living is key: generous kitchen and family spaces, a credible home office set-up, and adaptable secondary accommodation such as cottages or outbuildings. Homes that feel compromised, unclear or overly complex are far less likely to make the shortlist.
The desire for ‘wellness at home’ is a growing trend. How is this influencing what buyers want in a home?
Wellness has evolved into something much more practical and embedded in the fabric of the house. Buyers aren’t just asking for gyms or spas, they want homes that feel calm, comfortable and well-balanced. There’s also a growing focus on everyday functionality: well-designed boot rooms, good storage and spaces that support daily routines. Comfort and energy efficiency increasingly go hand in hand.
How important is the connection between a house and its garden or landscape for your clients?
The relationship between house and garden is very important for buyers. A strong connection, whether through views, terraces or direct access, can make or break a sale. Buyers want gardens that feel usable, not just acreage on paper. The most successful properties treat the landscape as an extension of the house, with defined areas for dining, relaxing and entertaining, alongside privacy.
What does the ‘new modern country house’ look like in 2026? What are its defining features?
Today’s modern country house blends traditional character with modern performance. Buyers still value proportion, craftsmanship and authentic materials, but they expect those elements to be supported by excellent insulation, efficient heating systems and discreet technology. Layouts are practical and well thought through, with the kitchen firmly at the heart of the home, quieter private spaces elsewhere, and outbuildings that genuinely add value, whether as offices, studios or guest accommodation. Above all, buyers are drawn to homes that feel straightforward to own and maintain.
For homeowners looking to invest, what is the best way to add lasting value to their property right now?
The most effective investments are those that improve comfort, efficiency and usability rather than chasing trends. Addressing fundamentals; roofs, services, damp and drainage, always pays dividends. From there, improving insulation and heating systems can significantly enhance both day-to-day living and buyer appeal.
Well-designed kitchens, utility spaces and flexible outbuildings remain strong value drivers, provided they are executed thoughtfully and without over-personalisation.
Finally, what is your top piece of advice for anyone preparing to buy or renovate in the country this year?
Simple, if you want to buy, speak to The Country House Department, and if you want to renovate, speak to HollandGreen!!
For anyone preparing to buy or invest, early engagement with the right expertise is critical. Well-advised purchasers and well-designed improvements continue to deliver the best results. In a market where quality is closely examined, alignment between experienced agents and architects plays a decisive role in protecting value and maximising long-term appeal.
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