A study cited by UK media reports that home buyers can reduce costs by looking beyond the most expensive and sought-after postcodes. The analysis, attributed to Lloyds, finds that properties in pricier areas can be significantly more expensive than similar homes in nearby, less in-demand locations. One outlet states that homes cost about 28% less on average when buyers choose outside the top postcodes, suggesting a substantial price difference for people prepared to search slightly further. Other coverage emphasizes that the savings come from selecting alternate postcodes near high-cost neighbourhoods rather than moving to entirely different regions. Overall, the reporting agrees that postcode-level demand affects prices, and that searching for alternatives nearby can expose lower asking prices. The sources do not dispute the general direction of the findings, though details on the precise methodology and the full postcode list are not provided in the excerpts shared. The reports therefore present the study’s central message: buyers may save money by considering nearby, less prestigious postcodes rather than focusing only on the most premium areas.