The Truth About “Location” – Does It Still Matter?

Where you choose to live or establish a business, plays a huge factor in shaping your way of life. For decades, property investors and homebuyers alike have lived by the golden rule: location. It was a simple yet powerful mantra to buy in a prime area and your investment is almost guaranteed to grow in value. But in today’s evolving real estate market, does this rule still hold the same weight?

With the rise in property prices, shifting work trends and changing lifestyle preferences, the idea of what makes a location “prime” is no longer as straightforward. People are moving away from big cities and remote work has disrupted the traditional property market.

So, what does this mean for investors and buyers looking to make smart property decisions? Let’s break it all down.

1. Why People Are Moving Away from Big Cities

For a long time, big cities like London and New York has dominated the real estate market. These locations offered job opportunities, strong infrastructure and a vibrant lifestyle. But as urban living becomes more expensive, many are rethinking whether the city life is worth it.

Key Reasons People Are Leaving Big Cities:

• Cost of Living Is Too High: Ultimately living in the ‘prime’ points or desired areas have cost a rise in inflation. The rent cost, groceries, utilities and transportation costs have soared, making city life less affordable for many.

• Remote Work Evolution: It’s no new news that with remote work becoming more common, people are switching to comfortability, rather than long hours of commute to the office. In turn, they no longer need to live close to their workplace.

• Safety & Crime Concerns: Some urban areas have seen an increase in crime, pushing people to look for safer alternatives.

• Traffic & Overcrowding: The hustle that once made cities attractive is now driving people away as they seek a quieter and balanced lifestyle.

This shift has created new real estate opportunities in secondary cities and suburban areas, where demand is rising rapidly.

2. How Work From Home is Reshaping Property Investment

One of the biggest game changers in the property market is remote work.

In the past, the best locations were determined by proximity to business districts and corporate hubs. But now, the ability to work from anywhere has given people more flexibility in choosing where they want to live.

Where Are Remote Workers Moving To?

• Commuter Towns – Places like Luton (UK) or Reading (UK) offer a balance between affordability and accessibility. They are close enough to major cities for occasional office visits but far enough to enjoy a lower cost of living.

• Coastal & Countryside Retreats – Locations with beautiful scenery and a relaxed lifestyle like Cornwall, UK, or Portugal have gained popularity.

• Smaller Cities with Lower Costs – Places with strong infrastructure but lower living expenses, like Birmingham (UK) are seeing growth.

•International Destinations – Digital nomads are now considering property investments in affordable countries like Thailand and Portugal, thanks to visa programs that support remote workers.

This shift has reshaped property demand, proving that location matters, but in a different way than before.

3. What Investors Should Consider in 2025 and Beyond

With changing buyer preferences, property investors need to rethink their strategies. Instead of sticking to traditional “prime” locations, it’s crucial to identify emerging hotspots where demand is growing.

What Makes a Location a Good Investment Today?

• Growing Population & Demand: Areas with increasing migration and infrastructure development will likely see long-term value appreciation.

• Rental Yield Over Capital Growth: Prime city locations may still appreciate, but rental yields could be lower compared to high-demand suburban or secondary city markets.

•Infrastructure & Connectivity: Access to transport links, reliable internet and co-working spaces can make a property more attractive to today’s buyers and renters.

• Government Incentives: Some locations offer tax breaks or investment programs to attract new residents, making them a smart choice for investors.

Investors who understand these trends will be able to future-proof their property portfolios and maximize returns.

4. Does “Location” Still Matter?

The answer is yes, but not in the traditional sense. Instead of focusing solely on historically prime locations, the key is to pay attention to where people want to live now and where they will want to live in the future.

The definition of a “good location” has shifted from being near offices and corporate hubs to prioritizing affordability, lifestyle and flexibility. Investors need to focus on emerging markets, rental demand and infrastructure growth rather than just big-name cities.

The rise of remote work and cost-of-living pressures mean that secondary cities, suburban areas and international markets will continue to see increased demand.

By staying ahead of these trends, both homebuyers and investors can make smarter, more strategic property decisions.

Final Thoughts: Where Should You Invest Next?

If you’re looking to buy or invest in property, don’t just assume that the “best” locations are the same as they were 10 years ago. The world is changing and with it, the property market is evolving.

Do your research.

Follow the data.

Stay ahead of lifestyle trends.

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