The UK residential park home sector isn’t struggling because of a lack of demand — it’s struggling because buyers have become slower, more cautious, and more analytical than ever before.
At the Park Home & Holiday Park Association (PHHPA), we work closely with parks across the UK and see the same pattern everywhere:
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Buyers want the lifestyle
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Buyers research more deeply
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Buyers delay enquiries
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Buyers delay viewings
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Buyers delay committing
The interest is still there — but confidence has dropped.
This guide explains why buyers are hesitating in 2025, and the practical steps parks can take to rebuild trust, shorten decision times, and increase enquiry levels.
1. Buyers Are Doing 4–6 Weeks of “Silent Research” Before Enquiring
The modern buyer journey has changed.
In 2018, most visitors enquired within 1–3 days of discovering a park.
In 2025, the average buyer now:
✔ Visits your website multiple times
✔ Checks Google reviews
✔ Reads Facebook community pages
✔ Asks questions in park home groups
✔ Compares multiple parks
✔ Reads negative media coverage
✔ Looks for hidden fees
✔ Searches for “real” resident experiences
They do all of this without contacting you.
This “silent research phase” can last a month or more, meaning enquiries naturally fall — not because interest is low, but because buyers don’t feel ready yet.
How parks can adapt:
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Add a “New to Park Homes?” learning hub
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Provide transparent cost breakdowns
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Add walkthrough videos of homes and facilities
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Publish resident interviews and “day in the life” stories
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Provide a downloadable park comparison checklist
The more clarity you give, the faster silent researchers become real enquiries.
2. Media Coverage Has Made Buyers Fear “Hidden Surprises”
The UK news cycle in 2023–2025 has covered:
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High pitch fee increases
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Disagreements between residents and park operators
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Misunderstandings about leasehold vs freehold
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Complaints from poorly managed parks (not the majority)
Even well-run parks suffer the consequences.
Today’s buyer expects:
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Hidden fees
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Confusing rules
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Poor communication
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Complicated ownership models
This fear slows down enquiries and creates hesitation.
How parks can rebuild confidence:
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Publish a clear “No Hidden Fees Guarantee”
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Provide a transparent Pitch Fee Breakdown 2025
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Create a 5-step buying process with exact timelines
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Publish your Park Rules publicly (most parks hide these)
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Offer a free 15-minute clarity call
Transparency is now marketing.
3. Buyers Want Proof of Community — Not Just Homes
A park can have stunning homes, immaculate grounds, and premium facilities…
…but if the community looks inactive or unclear, buyers will hold back.
In 2025, the #1 question buyers ask is:
“Will I actually fit in here?”
Community is the lifestyle — and lifestyle is what drives enquiries.
What buyers look for online:
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Photos of real residents
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Active social events
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Clubs, hobbies, gatherings
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Pets, gardening, walking groups
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Smiles, friendliness, belonging
How parks can showcase community:
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“Meet Our Residents” mini-profiles
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Monthly photo diaries
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Short-form videos of daily park life
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Event highlights
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Resident Q&A sessions
When buyers can see the community, not just the homes, hesitation fades.
4. Social Proof Now Has More Influence Than Sales Messaging
Buyers trust:
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Real residents
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Real photos
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Real stories
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Real experiences
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Real data
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Real clarity
They no longer trust:
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Over-polished marketing
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Stock photos
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Over-promised claims
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Vague pricing
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Generic sales scripts
Forms of social proof that convert strongly:
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Resident interview videos
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“Why I Moved Here” stories
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Google review showcases
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Trust badges and third-party endorsements
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PHHPA membership verification
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Long-form testimonials covering real lifestyle benefits
Social proof is the new sales team.
5. The Buyer Demographic Is Changing — and Their Priorities With It
Traditional park home buyers prioritised:
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Location
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Home style
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Price
2025 buyers prioritise:
✔ Cost stability
✔ Community
✔ Safety
✔ Energy efficiency
✔ Predictability
✔ Health and wellbeing
✔ Simplicity of living
The 2025 buyer is not buying a home.
They’re buying peace of mind.
Parks must communicate:
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Long-term affordability
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Low running costs
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Energy-efficiency benefits
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Community support
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Wellness and social activities
This is what drives enquiries today.
6. Enquiry Friction Is Causing Drop-Offs (Most Parks Don’t Realise This)
Many parks unintentionally discourage enquiries because of:
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Slow websites
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Long forms
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No clear pricing
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No available plots listed
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No staff photos
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No CTAs
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No trust signals
In 2025, buyers drop off in seconds if anything feels confusing or slow.
Fix this immediately:
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Add a simple CTA like “Request a Callback”
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Show available plots (even if limited)
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Add staff photos for rapport
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Speed up your website
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Allow WhatsApp enquiries
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Add a one-click Download Brochure CTA
Make contacting you easy, and enquiries increase instantly.
7. Buyers Want Lower-Commitment Contact Options
Not everyone is ready to view a home.
Some buyers are simply exploring.
Offering softer options increases enquiries dramatically:
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Virtual tours
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10–15 minute discovery calls
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“Ask a quick question” form
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WhatsApp chat
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Video walkthroughs
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“Try the lifestyle” days
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Community coffee mornings
The softer the first step, the faster the lead pipeline grows.
8. PHHPA Members Have a Clear Advantage in 2025
Parks working with PHHPA are reporting:
✔ Higher enquiry numbers
✔ More pre-qualified leads
✔ Improved trust from buyers
✔ Better online presence
✔ Stronger community positioning
✔ Better digital marketing performance
✔ More referral traffic from residents
PHHPA support includes:
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Personal park growth guidance
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Digital visibility audit
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Social media content strategy
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On-site or virtual park experience review
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Lead nurturing systems
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Full enquiry funnel setup
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Staff training and communication support
Buyers want reassurance.
PHHPA membership provides it.
Conclusion
Park home buyers in 2025 haven’t vanished — they’ve evolved.
They crave:
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Clarity
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Transparency
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Real stories
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Modern online experiences
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Community insights
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Low-commitment contact options
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Stable long-term affordability
Parks willing to modernise their communication, show real lifestyle proof, simplify their enquiry funnels, and build trust early in the buying journey are seeing enquiry numbers climb again.
With PHHPA’s hands-on support, guidance, and marketing expertise, every park in the UK can confidently rebuild enquiry levels — even in a cautious market.
