Discounted homes for first-time buyers could hold the key to unlocking thousands of stalled housing sites, according to a new report from Shared Voice, pointing to a clear route to accelerating delivery at a time when viability challenges are holding schemes back.
The report, Using discounted homes for first-time buyers to unlock stalled sites, finds that developments which visibly deliver for local people are far more likely to win backing, with affordability emerging as the single most important factor shaping public support for new housing.
Drawing on a roundtable of senior figures from across the property, planning and development sector, alongside original public opinion research, the report highlights how targeted affordable housing offers can help get schemes moving. Discounted homes for first-time buyers emerge as the most popular tenure with the public.
At a time when thousands of homes are stalled due to viability challenges and a lack of housing association partners, the report argues that discounted market sale homes offer a practical and scalable solution to unblock delivery while building a stronger public mandate for development.
Public support exists but is being missed
Shared Voice’s research reveals a significant gap between how the planning system typically captures public opinion and what communities think.
While traditional engagement often amplifies opposition, more representative approaches show that support for development is far higher, particularly when schemes clearly help local people access home ownership.
Discounted homes sold at a minimum 20% discount to market value and retained in perpetuity are especially well supported by the public.
Wyn Evans, Co-founding Director at Shared Voice, said:
“For too long, the planning system has heard most loudly from those who oppose development, not the silent majority who recognise the need for new homes.
“Our research shows that when people see a clear link between development and helping local people onto the housing ladder, support increases significantly.
“Discounted homes are simple, tangible and directly address the affordability crisis. That’s why they resonate so strongly. They could form a significant part of the affordability mix of greybelt sites and New Towns and could stimulate local public support for those types of applications.
“At Shared Voice, we specialise in uncovering and evidencing that support, giving decision-makers the confidence that proposals have a genuine public mandate.”
Shared Voice’s approach uses representative engagement to generate verified community feedback throughout the planning process helping ensure supportive voices are captured alongside objections. The firm reports that over 80% of schemes it supports receive approval.
A practical route to unlocking stalled sites
The roundtable, chaired by Hashi Mohamed of Landmark Chambers, explored how discounted homes could help address a growing delivery challenge across England.
Hashi Mohamed noted that:
“The system is under real strain, with viability challenges preventing schemes from coming forward. The question is how we find practical solutions that both deliver homes and command public legitimacy. Discounted homes are clearly part of that conversation.”
Annie Gingell, Associate Director at Turley, highlighted the practical advantages of the model:
“Discount market sale homes provide a much-needed response to the acute affordability pressures facing the country, offering a more accessible route into home ownership for many households typically priced out of their local area. By allowing developers to deliver homes directly, without reliance on a Registered Provider, this tenure can help unlock sites that might otherwise stall. Without more sites coming forward at pace, and at a price people can afford, the housing crisis will only deepen.”
Unlike traditional affordable housing models, discounted homes do not require housing association involvement and can be delivered more flexibly — addressing one of the key blockers currently stalling schemes.
From fallback option to mainstream solution
Despite strong public support, the report finds that discounted homes are often treated as a fallback rather than a core part of development strategies.
The report calls for a shift in approach, including:
- Greater policy clarity and national guidance
- Reduced administrative burden on local authorities
- Better alignment of viability and funding mechanisms
- Increased public awareness of the model
Crucially, it argues that developers who clearly demonstrate how schemes will help local first-time buyers can secure stronger community backing and improve their chances of planning approval.
A copy of the report is available to download here: ROUNDTABLE – DMS paper – Shared Voice
