Housing Demand Data for Planning Applications: How to Build a Stronger Case

Understand the Policy Context: Housing Need vs Housing Delivery

The UK government’s target of building 1.5 million homes during the current parliamentary period is ambitious, but essential. According to recent national statistics, the total number of homes built continues to lag behind demand, especially for affordable homes.

In response, both planning reform and the National Planning Policy Framework are evolving to favour schemes that deliver housing aligned with local authority area need.

Key considerations:

• Authorities that fall short on housing delivery must apply a presumption in favour of sustainable development
• Planning appeals now more commonly succeed when based on proven unmet demand
• The Planning Inspectorate increasingly references housing data when weighing planning decisions
• Local planning teams are under pressure to approve schemes that support government’s target and address affordability gaps

Using data to show your project contributes to housing growth and responds to need strengthens both your application and your appeal fallback.

Key Metrics: What Housing Demand Data Should You Include?

To support your planning application, focus on localised demand metrics that show why your site is needed, and how it will deliver housing units that match current gaps in the market.

Use data from sources like:

• Official statistics from DLUHC and ONS
• Hometrack’s postcode-level demand modelling
• Local housing register and SHMA data
• Planning time series showing trends in approvals and homes built by local authority
• Rental and sales trends for your target unit types: these are often searchable via platforms like Zoopla, which offer current listings and area-specific market activity insights

Strong data makes a stronger case:

• Housing supply by tenure vs demand in the same quarter or same period
• Breakdown of affordable housing waiting lists or social rent applicants
• Median income vs affordability in the area
• Undersupply of 1-beds, 2-beds or family housing in that local area
• Delivery gaps in rural areas, national parks, or edge-of-settlement zones

When these figures are clearly linked to your scheme’s design, mix and phasing, your planning case becomes harder to ignore.

Strengthen Your Application: Demand Data in Action

Embedding demand insights into your submission can help you justify planning permission and head off local objections.

How to apply the data strategically:

• Align your unit mix with evidence of household formation and demographic trends
• Use local income and rent data to justify your affordable housing strategy
• Demonstrate how your proposal supports local services and delivers for the community
• Show how delivery timelines contribute to housing targets within the financial year
• Compare delivery trends in London, the North East, or your region to highlight pressure

These insights not only show you’ve done your research, they prove your development is a practical response to housing need in that local planning authority area.

Defend at Appeal: What the Planning Inspectorate Wants to See

Even the most considered planning applications can face refusal, especially in areas with political sensitivity or local resistance. But if you’re using robust housing demand data, you have a stronger chance of success at appeal.

Planning inspectors want:

• Evidence that the site will deliver housing units the local market genuinely needs
• Demonstration that the authority is falling short on its delivery or housing land supply
• Clarity that your scheme aligns with the NPPF, especially on sustainable development
• Real-world figures showing unmet need for affordable homes and rising rental pressure
• Indicators that the site helps meet government housing targets and local policy requirements

In 2025’s data-aware environment, well-researched figures can shift the decision from refusal to approval, even in complex planning appeals.

Final Thoughts: Build With Data to Get to Yes

Planning in England has become more complex, but also more transparent. In this new landscape, those who invest in housing demand data gain more than insight. They gain strategic advantage.

By aligning your proposals with need, supporting evidence with national statistics, and presenting your case with clarity, you give planning authorities, and the Planning Inspectorate, every reason to say yes.

At Hometrack, we provide real-time housing data and insight tools tailored for developers and planning professionals. From land acquisition to planning submission, we help turn data into decisions.

Want to strengthen your planning case with local housing insight? Explore the Hometrack Data Hub or speak to our team to find out how we can support your next application.