2024 marks our 20th anniversary. Here, The Buying Solution Partner Mark Lawson MRICS, who was part of the founding team, reflects on two decades of transformation.
This year marks a significant milestone for The Buying Solution. On 1 September 2004, we opened the doors to our offices in London and Newbury to offer what was then a pioneering service: acting as dedicated representatives and trusted advisors for those seeking to acquire – rather than sell – a property.
Addressing a Market Imbalance
Twenty years ago, buying agents were a rarity. At the upper end of the market, there was an unusual imbalance: sellers had professional representation, while buyers were left without a dedicated advocate. This left buyers – often time-poor and making the largest financial commitment of their lives – without expert guidance through the complexities of the process. It was clear there was a significant gap in the market, and a growing need for independent specialists who could act solely in the interests of the buyer.
As a founding member of The Buying Solution, I embraced the chance to shape a new approach to securing exceptional properties while building lasting client relationships – still core to our ethos today. My background as a Land Agent coupled with a decade in Knight Frank’s Country department gave me a unique understanding of the intricacies involved in acquiring prestigious houses, farms and estates.
We started with a small but focused team – five in the country and three in London, each with unrivalled networks and expertise in their areas. That team has grown to 18 specialists, each as committed to providing discreet, unparalleled service to our clients today as they were in 2004.
Then and Now: Technological Advancements
The technological advancements over the past two decades have dramatically transformed how we live and work. In 2004, most of our communication was conducted via phone calls, letters, emails, and even faxes. Today, platforms like WhatsApp have become the preferred communication tool for many of our clients, reflecting the rapid shift toward instant, more convenient forms of interaction.
In 2004, broadband was still in its infancy and hardly a consideration for clients. Now, one of the very first questions we’re asked is about the broadband speed and mobile phone reception at a property. With many clients now working flexibly from home, connectivity has become a top priority, significantly influencing their property decisions in ways unimaginable two decades ago. This shift has also enabled buyers to consider living further from London, in locations they may not have previously entertained, as strong digital infrastructure now allows them to work seamlessly from virtually anywhere.
Our clients have also become noticeably younger. In 2004, the average client was in their 60s; today, most are in their 50s, with some even in their 30s. They are extremely well-informed and arrive with clear expectations for their property. Leisure amenities such as gyms, home cinemas, indoor pools, spas, and state-of-the-art audiovisual systems are now considered essential for many. Even air conditioning is a key requirement for some overseas clients, reflecting a shift in preferences that we rarely encountered two decades ago.
With people increasingly time poor, there is less appetite for taking on a project – something which buyers were willing to take a view on two decades ago. We see that in both London and the country, many of our clients favour a turnkey property which is ready for them to move straight in to.
Shifting Priorities
In 2004, our clients leaned towards more formal entertaining, placing a premium on expansive reception rooms. Today, the kitchen is the true hub of the home – whether in London or the countryside – functioning as a versatile space for cooking, dining, homework, and family gatherings. If a client’s ideal kitchen isn’t found in their desired property, our exceptional network enables us to connect them with leading professionals – ranging from quantity surveyors and builders to planning advisors, architects, and interior designers – to turn their vision into reality.
In the country, we find that our clients now are more sensitive to noise than they were previously. Often, they are moving to the countryside to escape noise and are very wary of it. A significant part of our role during property previews has always been to advise clients on potential issues such as road noise, planned house building, solar farms and new roads, and how these might impact their enjoyment of the property. We carefully assess factors that could worsen over time.
By thoroughly researching these issues before our clients commit to a purchase, we ensure there are no unexpected surprises down the line. While our extensive networks and local knowledge have always been crucial in this process, the internet has greatly amplified our ability to gather information, eliminating the need to spend hours in council offices searching for answers.
Timeless Desires and Unchanging Values
But some things don’t change. In both the country and in London, our clients still yearn for a beautifully symmetrical Georgian home. Period properties built from brick or stone are always in favour. We still encourage face to face meetings with our clients to help us truly understand their requirements and build that trusted relationship. And we are still always available. In 2004, I would have been on the phone to clients in the evenings and on weekends, and that is still the case now.
For the past two decades, we have set the benchmark for bespoke property buying services, providing expert guidance to help our clients make informed and confident decisions. While the market, technology, and communication have evolved rapidly in that time, the core values that The Buying Solution was founded on remain unchanged. Our team continues to offer a bespoke, discreet service, building lasting relationships and securing exceptional homes for our clients.
And as my colleague Jennifer Hudson, who has also been at The Buying Solution since day one, puts it: “We were a family then and we are a family now.” Here’s to the next 20 years.
Mark Lawson MRICS is Partner, High Value Residential & Rural Estates
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