The way investors make decisions in the UK property market has changed. Data has become the foundation of modern investing, helping you understand value, demand, and opportunity long before intuition alone can. The right data can reveal where growth is happening, where yields are strongest, and where market conditions are shifting.
But not all data is equal. To make confident, evidence-based decisions, you need to know which metrics actually matter. In this guide, we explore five essential property metrics that every investor should understand and use in 2025.
What it is
Gross yield is the annual rental income divided by the property’s purchase price or valuation, expressed as a percentage. It provides a simple snapshot of potential return before expenses are taken into account.
Why it matters
Rental yield helps investors compare opportunities across different regions and property types. By understanding average yields in your chosen area, you can identify where properties are undervalued or overpriced.
How to use it
In Untapped Property, you can draw your search area and instantly view local rental yields. Compare them across neighbourhoods to identify high-performing areas or emerging rental markets.
Investor tip
High yields can sometimes signal risk, such as weaker long-term demand or limited capital growth. Always balance yield with other metrics like supply, planning activity, and demographics.
What it is
Comparable sales are similar properties that have recently sold in the same area. Indexed comparables adjust those historic sales to reflect current market conditions, giving a more accurate picture of today’s values.
Why it matters
Accurate comparables are essential for fair valuation and negotiation. They allow investors to determine what a property is truly worth, reducing the risk of overpaying or underestimating potential.
How to use it
After defining your search area in Untapped Property, you can run a comparables report that lists recent transactions, adjusts for inflation, and highlights differences in property type, condition, or floor area.
Investor tip
Exclude outliers such as unusually renovated or unique properties. Focus on typical, recent sales for the clearest benchmark.
What it is
Planning applications reveal where development is happening, what’s being proposed, and how local authorities are responding.
Why it matters
Active planning applications can indicate where growth and investment are focused. High volumes of approved applications may signal demand and infrastructure growth, while frequent refusals or delays may suggest planning constraints.
How to use it
By enabling the planning data layer in Untapped Property, you can instantly see live and historic applications across your chosen area. Explore trends over time to understand how development activity is shaping local markets.
Investor tip
Look for clusters of approved applications in early stages of construction. These areas often experience increased demand and rising values in the years that follow.
What it is
Supply refers to the number of properties currently available on the market. Tracking live listings gives you insight into availability, competition, and local price trends.
Why it matters
A surge in listings can indicate oversupply, which may push prices down. Conversely, a lack of available stock can signal strong demand and potential for price growth.
How to use it
Untapped Property provides live listings data pulled from major UK portals. You can filter by price, property type, and listing age to see how local supply is evolving.
Investor tip
Monitor month-to-month changes in listing volumes to identify markets that are tightening or cooling.
What it is
Demographic data includes information such as population growth, average income, employment levels, and age profiles. Local amenities include transport links, schools, green spaces, and retail access.
Why it matters
Areas with strong demographics and good amenities tend to experience more stable rental demand and long-term value growth. Demographics also help investors match property types to the right audience, such as professionals, families, or students.
How to use it
Overlay demographic and amenity data in Untapped Property to identify areas with strong fundamentals. Compare local population trends, accessibility, and income levels before committing to an area.
Investor tip
High rental yields in areas with declining population trends may not be sustainable. Balance short-term return with long-term stability.
No single data point tells the full story. The power of property data lies in combining these metrics to understand a location holistically.
By combining these insights, investors can make decisions grounded in evidence rather than assumptions.
Untapped Property gives you instant access to these metrics and more, all through one easy-to-use platform. Explore every map layer and dataset for free, then pay only when you download detailed data or reports.
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With data on demand, you can analyse confidently, save time, and avoid paying monthly for tools you only use occasionally.