Market Insights July 2025

Please see below the themes we are seeing in the prime central London property market this month.

The team and I would be delighted to answer questions or discuss any property search or property management requirements you may have.

Best wishes

Jo Eccles

Founder and Managing Director, Eccord

+44 (0) 20 7244 4482

jo.eccles@eccord.com

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80% of properties being sold for a loss - but not a steal

Approximately 80% of the properties we’re acquiring for clients are being sold by the owner for less than they paid for it.

Many sellers have been holding firm on pricing - for several years in some cases - trying to recoup the price they paid for the property as a minimum, or their stamp duty cost too. This has been one of the biggest factors driving the price expectation stand-off between buyers and sellers.

However, in recent weeks we have seen a significant shift in the mindset of many sellers, reluctantly accepting market conditions and the need to tolerate a loss in order to achieve a sale. 

In one example, a seller who had previously insisted on breaking even on their £21m Kensington home has just accepted an offer of £18.5m. Another, whose break-even was £15.5m (excluding stamp duty) has just accepted late £13ms. These losses are being seen across all price points in the market.

A large proportion of sellers are not forced. They are fatigued by the lack of appetite or simply wanting to move on - and they will accept a loss for a highly credible buyer approaching the situation with sensitivity and the ability to perform. 

It’s important to note that the price p/sq ft being achieved doesn’t represent ‘blood on the street’ as one family office was hoping to find. Many best in class properties in prime postcodes are still achieving £2,500 - £3,500 p/sq ft - so they are not ‘cheap’, but they now represent value for money with no peak of the market premium attached. 

Sale prices entice buyer activity beyond the usual summer slow down

With sellers now adopting more realistic pricing, this has enticed buyers. Many have been circling for some time and are acting decisively when properties are priced to reflect current conditions. Interestingly, this momentum among buyers has continued into the school holidays, defying the seasonal drop off we usually see once schools have broken up.

Sellers who have been bold enough to undercut the market are not only benefiting from increased demand, but also from herd mentality, whereby one offer can lead quickly to several.

More than 60% of the transactions we’ve been involved in during the last six weeks have resulted in competitive bids and we have seen this dynamic play out with client purchases in Belgravia, Chelsea, Kensington, Queens Park and Hampstead.

As we reported last month, this has taken some buyers by surprise and they are having to accept that there is more buyer appetite in the market versus the narrative they are reading in the media.

One of the key challenges facing buyers is confidently discerning the true value of the property and whether it has been priced to sell or a negotiation margin has been factored in, and adapting their approach accordingly. Each scenario needs to be considered on its own merit and in such a dynamic and complex market, our clients value the clarity and confidence we bring both on values and negotiation strategy.

Growing demand for flexible home management

Our Home Management team contributed to The Daily Telegraph’s recent article on the army of household staff that keep prime and super prime homes running seamlessly for HNWIs with multiple homes around the world.

Demand for professional home management services continues to grow and we have recently been appointed by a number of new clients, including two British entrepreneurs repatriating to London to set up their latest venture.

Ahead of them moving in next month, our team has been coordinating the appointment of household staff, stringent security, installing air conditioning and overseeing contractors carrying out refurbishment works. For one family, this has also included coordinating the professional remodelling of an adventure playground in the rear garden to suit their young children.

Among non-doms exiting the UK but retaining their London homes, we are seeing a shift towards leaner and more flexible household management. Shying away from significant monthly retainers, many are opting for transparent and flexible property management services to ensure their London home remains meticulously maintained in their absence without a full roster of staff. 

This evolving landscape underlines the growing importance of discretion, flexibility and efficiency in prime and super prime home management - particularly as the implications of recent non-dom reforms continue to unfold.

Advice for overseas buyers in London

Many international buyers who are familiar with London but have never lived here can underestimate the intricate tapestry of neighbourhoods - each with its own distinct property types, architecture, prices and seller mindsets. 

I was asked by architects LA London to contribute to their Guide for International Buyers, where I shared my advice on how to navigate the often complex process of finding, financing and purchasing a property in London, and highlighted some of the common pitfalls to look out for.

Whilst many continue to leave the UK for more favourable tax regimes, we have seen increased corporate relocation activity in the past 6 months, indicating that recent wider global political and economic uncertainty may have enhanced the UK’s reputation as a safe and stable place to invest and grow a business, particularly among Americans.

Over the last two decades we have represented many individuals and global brands' employees relocating to London from around the world, sourcing the right home and neighbourhood for them and their family, coordinating their move and working alongside school, commute and lifestyle considerations.

I will be in New York between Monday 6th - Thursday 9th October and if anyone stateside would like to arrange an in-person meeting with me, please do get in touch.