How Wrexham's football fairytale has reshaped its housing market

The transformation of Wrexham from a quiet North Wales town to a globally recognized name has been as dramatic off the pitch as it has been on it. For local mortgage brokers, the impact is becoming increasingly evident in homebuyer behaviour, market trends, and community sentiment.  

"I still don’t feel like it’s real," said Tom Pitman, founder of TGP Mortgage & Insurance Brokers, based in Wrexham. A lifelong fan and season ticket holder, Pitman has observed how the town's fortunes have shifted since actors Ryan Reynolds and Rob McElhenney took over the club and launched the "Welcome to Wrexham" docuseries. "Not only the football side, but what they've done for the community – always giving, always involved quietly – it's just been done properly."  

Staying local, buying bigger  

While it's difficult to pinpoint direct causal links between the club's success and housing metrics, Pitman, pictured above left, said there's been a notable uptick in residents choosing to stay put.  

"We’re definitely seeing more people staying within Wrexham. They might be moving a few miles, but not leaving," he said. Proximity to the Racecourse Ground has even become a subtle factor for fans deciding where to move. "People are thinking about walking distance to the ground – even I did that myself."  

At the same time, buyers are skipping steps on the housing ladder. Rather than moving gradually from starter homes to larger properties, many are going straight to detached, three- or four-bedroom homes. "They're thinking long term. Especially couples with young families who can afford to stretch a bit more, they want to buy once and stay."  

This pattern aligns with a more confident local mindset. Pitman notes that while his firm hasn’t seen a spike in buyer enquiries directly tied to football, there's a broader sense of momentum. "People want to invest in Wrexham because it feels like a safe bet now."  

According to Rightmove, the average property price in Wrexham over the past year was £195,439 - up 4% from the previous year and in line with the 2022 market peak of £195,076. Detached homes fetched nearly £280,000 on average, while semis sold for around £192,000. This supports what local brokers like Pitman are seeing: buyers skipping traditional steps and moving directly into larger homes where possible.  

A cautious welcome to outside interest  

Jamie Mielcarek, pictured above right, of Chetwood Lloyd Mortgage Brokers, also based in Wrexham, offers a national lens. As the son of former Wrexham and Wales player Ray Mielczarek, he sees the club's revival as deeply personal. "We’ve seen a rise in property enquiries from across the UK," he said. "Investors and homebuyers are drawn by the story, the affordability, and the renewed belief in the town."  

Still, both brokers observe that investor activity hasn't dramatically overtaken local needs. "There are more Airbnbs now, yes," Pitman said, "but we’re not seeing a flood of investor buyers, which is good for keeping stock available to first-time buyers."  

He adds that many affordable housing units tied to new builds are increasingly being rented directly through housing associations, rather than offered as shared ownership. This shift, he says, is limiting opportunities for some lower-income buyers.  

Confidence beyond the pitch  

Wrexham's home values have climbed steadily, with Pitman citing recent data showing nearly 7% rent growth year-over-year in April 2024 - outpacing the Welsh average of 5%. He attributes the rise in part to broader economic trends but says the football effect can’t be ignored.  

"It’s not just about the game," he said. "The new stand isn’t even built yet, and there’s major investment coming in public transport and infrastructure. People can see the trajectory."  

And for businesses, footfall has become more reliable. Pitman chose a visible high street office precisely because of the town’s growing buzz. "Five years ago, I probably wouldn’t have done it. Now, even if we’re not open Saturdays, thousands of fans are walking past. That brand awareness matters."  

The brokers agree that the Hollywood story may have started as a curiosity, but it now represents a deeper economic shift.  

"This isn't just a flash," said Pitman. "The investment is layered. Even if the team stalls on the pitch, the off-field improvements will carry on."  

Mielcarek echoed the sentiment. "The football club hasn’t just transformed Wrexham’s profile – it’s reignited belief."  

For mortgage professionals, Wrexham is a reminder that cultural catalysts can drive real estate confidence in unexpected ways. Local sentiment, infrastructure investment, and visibility matter, and brokers who stay attuned to these shifts are best positioned to serve clients and grow in step with their communities.