Buyer groups by size
The five groups in the buyer portraits.
Best for internal planning and sales training.
Ways to visualise / Buyers
Buyers
From RWinvest's Buyer Intelligence cards, April 2026, based on 3,853 unique UK buyers. Segment figures are for internal review and should not go on the live site.
3,853Unique UK buyers
10%Portfolio Builders' share of buyers
~26%Portfolio Builders' share of UK revenue
3.9Average units owned by a Portfolio Builder
£457kAverage total spend by a Portfolio Builder
Small group, large share
Portfolio Builders are a tenth of buyers and about a quarter of revenue.
Portfolio BuildersEveryone else
Best for making the case for an Investor Circle.
Which group fits which city
Listings matching each group's budget, letting preference and named picks.
Best for targeting adverts and landing pages. Calculated
Named development picks
The developments each portrait names first. The Gateway appears for four of the groups.
Best for choosing which schemes lead each campaign. Link widths divide each group equally, for layout only.
Where buyers live
Most buyers live in the South East and London, and most of the stock is in the North West.
Bubble positions are regional. South East and London shares for SPV landlords use the card's 41% and 24%.
Best for explaining the London-equity story. Calculated