about the report This report highlights the increasing affordability issues facing London's aspiring home owners and explores viable ways for increasing the size of the first time buyer market. House price inflation has accelerated ahead of wages meaning just 12.5% of London’s 1.5 million-strong workforce aged 22-39 can currently afford to buy an averagely priced first time home in the Capital on their own. JLL surveyed hopeful first time buyers and found that they will sacrifice space to secure a home which is well located with easy access to transport. By taking a more considered approach towards size standards and putting more emphasis on thoughtful design, this report demonstrates how the number of viable first time buyers in London can be doubled. Meeting the aspirations of would-be first time buyers in London is vital to ensuring the Capital continues to attract and retain the world’s top businesses.