Category: Blogs

The New Priorities Driving Relocating Families to the Home Counties

Posted on by Jessica Jonzen

For internationally mobile families, education and lifestyle are driving relocation decisions more than ever. Demand for top-tier schools, combined with privacy, space and security, is putting the Home Counties firmly in focus, writes Jemma Scott, our Partner and North Home Counties specialist, who also shares her tips for a successful relocation.

Recent global events have brought a new seriousness to the relocation conversation. What were once lifestyle-led considerations – schooling, security and space – are now sitting firmly at the top of the priority list, and everything else is being filtered through them.

Decisions are no longer being made lightly, or purely aspirationally, but with a far greater emphasis on what day-to-day life will actually look like once the move is made. I recently visited a house whose owners had everything in motion to relocate to Dubai, before global tensions prompted them to abruptly pull on the brakes. That crystallised the shift for me. When you are talking about moving children internationally, even to places that might once have felt like an obvious upgrade, the fundamentals come into very sharp relief.

Security, schooling, health and stability are now the most pressing questions, not the afterthoughts. I’m often asked what I’m seeing in the market for relocating families, and because I’m constantly speaking to agents, applicants and buyers across the sector, you develop a very clear read on sentiment rather than simply tracking numbers.

Right now, that sentiment is measured. There is no frenzy, no pandemic-style urgency, but there is steady, considered movement. My client base is a mix of families moving out of London and those returning or relocating from overseas, often prompted by a reassessment of priorities in uncertain times. It is not a boom market, but it is an active one, and it carries a very particular tone.

In that mindset, even the most traditional of settings – a vicarage in a pretty English village, a house set within an established market town – can suddenly feel newly relevant and reassuring.

Security: reassurance in different forms

Security comes up in almost every conversation, but rarely in the same way twice. There are clients for whom it is entirely practical and visible. They want cameras, alarm systems, secure perimeters all in place from day one. For them, security is paramount and provides the peace of mind they crave.

Then there is another group, often relocating from places such as the US or South Africa, who are moving away from environments where security is highly visible. For them, the appeal of the Home Counties is almost the opposite: it feels calm, established and understated. A prime residential road in a buzzy market town or a well-established village community are often seen as inherently reassuring, without needing to be fortified.

Against a backdrop of broader uncertainty elsewhere – whether environmental, political or insurance-related – the UK begins to feel comparatively stable and attractive.

Schooling: the anchor decision

If security sets the tone, schooling sets the geography. For many families, it is the starting point of the entire search.

The briefs are often highly specific. Some want walkability; with a station, café and school all within reach. Others are comfortable with a 15–20 minute drive to secure space and countryside. Others still prioritise privacy above all else, letting the school determine the radius of their search.

International schools remain important for globally mobile families seeking continuity and institutions such as ACS International Schools continue to play a key role in that space. But what has changed is permanence. More families are no longer here for a short posting; they are settling.

As a result, engagement with the UK independent sector is shifting, with schools such as Eton College, Bradfield College, St Andrew’s and Lambrook in Berkshire; Charterhouse in Surrey, Shiplake College in Oxfordshire, and Godstowe and Wycombe Abbey in Buckinghamshire increasingly forming part of a longer-term life plan, rather than a transitional arrangement.  Even international schools are now focusing on local, long-term students, as that transitional world has changed.

The home, school and office triangle

At the centre of almost every relocation is what I call the triangulation: home, school and office. Each carries equal weight. One pays the bills; one educates the children, and one is where family life comes together. The challenge is that they rarely align neatly.

A beautiful house in a rural setting may stretch the school run. A perfect school catchment may complicate access to London. A fast commute may come at the expense of space and lifestyle.

People often underestimate how these elements interact in real life. Door-to-desk commuting, school runs, train timetables, return journeys all compounds for better or worse. Much of my role in the Home Counties is helping clients see not just the property, but what their life there would really look and feel like.

Space, nature and what “enough” looks like

There is also an emotional layer that runs through almost every search. Clients often talk about wanting their children to be “in nature”. Though slightly intangible, it is a very real driver. Green space, gardens and countryside access are consistently part of the brief.

The Home Counties offer this in abundance, but it is important to understand what that lifestyle actually means day to day. More rural living often means more driving. School friends live in different directions and daily logistics become more complex. Larger homes, pools, tennis courts, annexes and staff can all add lifestyle value but also cost and maintenance.

A large part of the process is helping clients separate what feels aspirational from what will genuinely improve everyday life.

Renting, buying and the shift towards commitment

Traditionally, renting has been the first step for many relocating families. In theory, it allows people to explore and experience areas before committing. In practice, outside London, the reality is very different.

The rental pool in the Home Counties is limited at the best of times. Once you factor in school catchments and specific location requirements, it becomes even narrower.

What often happens is compromise: families take what is available, rather than what is right. They then build a life with schools, routines and networks only to realise they would prefer a different base when they come to buy.

As a result, more clients are choosing to purchase earlier and get it right first time. It is more decisive, but often more aligned with long-term happiness.

Ultimately, the most successful relocations are those where clients acknowledge early on what they are leaving behind and are then far better placed to recognise what they stand to gain. When that balance is right, the move stops being purely practical and becomes something more positive and joyful.

Relocation: how to do it well

1. Start with lifestyle, not property

Define your lifestyle before you look at properties. Rural vs. town, privacy vs. walkability, and whether London is a daily or occasional commute all matter more than the details of any single listing. You can change the house – you can’t change its location.

2. Treat home, school and office as one system

If one corner of the triangle of home, school and office is misaligned, everything else becomes harder to sustain.

3. Research schooling early

School choice will define your location more than anything else. Shortlist the schools you think would best suit your child before narrowing property areas.

4. Be honest about travel time

Always consider the full journey – home to station, train and onward travel – and what you want that to look like. Not just isolated segments.

5. Work with local experts

Online listings rarely, if ever, tell the full story. Micro-location, road noise, school run traffic and pricing nuance require expert local knowledge.

6. Be realistic about space and scale

British homes often differ from overseas properties in style, size and electrical systems so consider what truly suits your next stage of life. Shipping oversized items like a 20ft dining table or Texan barbecue may prove costly and impractical.

7. Budget for the reality of country living

Maintenance, staffing and security all add to ongoing costs and should be factored in early.

8. Be cautious about relying on renting outside London

Supply is limited. Renting to ‘try before you buy’ can sometimes introduce compromise rather than clarity.

9. Think long term, not transitional

The most successful relocations are rarely short-term experiments. A longer horizon tends to produce better decisions.

10. Make peace with trade-offs and define the gain

Every move involves loss. That might be climate, space, lifestyle, familiarity or proximity to other global centres. But it also involves gain: better schooling, more space, a different pace of life, and often a greater sense of stability. The key is to hold both in view at the same time.

Jemma Scott, Partner, specialist buying agent in the North Home Counties

Jemma Scott is The Buying Solution’s Partner in the North Home Counties

For news, expert commentary and invaluable property insight, subscribe to The Insider, our quarterly newsletter, here.

Renovation Rewards in the Cotswolds

Posted on by Rosalind Sack

While many buyers now favour turnkey properties, wary of the cost, time and complexity of a major renovation, the Cotswolds still offers compelling opportunities for those with an appetite for a project. With specialist input and a deliberate approach, the right property can be remodelled to create a truly exceptional legacy home – and a robust long-term investment – writes our Partner and Head of the Cotswolds Harry Gladwin

Sarah Frances Kelley for The Buying Solution

The allure of crafting a truly bespoke property that leaves a lasting legacy, or the romance of stewarding a historic property into its next chapter is irresistible to some. Fifteen or 20 years ago buyers might purchase a house for £1 million, spend another £1 million transforming it and end up with a £3 million property. A renovation project was the aspiration and the numbers stacked up.

Yet the rising cost of a large-scale project – not to mention the stress and time-consuming complexity of a build – have caused appetites to shift, particularly at the upper end of the market.I’m seeing far more buyers prioritising turnkey homes than those actively seeking properties with renovation potential.

One of the fundamental issues is that many sellers simply haven’t adjusted their expectations to reflect the true cost of major works. Construction material prices rose by 15% in the 12 months following Russia’s invasion of Ukraine in February 2022, according to the Department for Business and Trade. Costs have eased slightly (up 3.7% in the 12 months to January 2026), but the Building Cost Information Service forecasts a 15% rise in the next five years, with the Iran war likely to push costs higher. Labour costs have also risen sharply as a result of higher national insurance contributions for employers.

Renovations that once required a few hundred thousand pounds now run into the millions. Sellers haven’t caught up with that reality, creating a disconnect between expectation and execution.

In the Cotswolds’ most desirable ‘golden triangle’ – the area around Chipping Norton, Stow-on-the-Wold and Burford – property prices remain robust and, as I have consistently seen, continue to rise. Best-in-class properties in these prime locations still command a premium. Elsewhere in the Cotswolds region, the market is more complex. Many properties came to market last year priced at around 20% above where they realistically should have been, as sellers and agents pushed expectations higher. But I’m starting to see those numbers correcting to more sensible levels, heightening the renovation potential from a financial perspective. When priced realistically, the houses sell – and quickly.

The Turnkey Premium

An immaculate, turnkey property will always command a premium. That said, true turnkey quality to the standard that our clients expect is rare. Many houses have what I would describe as a veneer of quality, lacking in the finer attention to detail.

The very best examples tend to be homes renovated by owners for themselves, never expecting to sell. Corners weren’t cut and the finish is properly considered. When those houses come to market – often due to life changes such as divorce or relocation – they are highly sought after. For these kinds of properties, a 20% turnkey premium is not unusual.

Yet even then, buyers often want to put their own stamp on a new home with a kitchen of their choice, for example. For our clients, the cost of this can easily run into the hundreds of thousands and that kind of investment needs to be factored in from the outset.

Where Renovation Can Still Add Significant Value

Value can be created in almost any type of property – from modest bungalows to listed manor houses. But the greatest opportunity often lies in starting from scratch; demolishing what’s there and rebuilding from the ground up to create a truly unique home.

These properties can sometimes sit in reasonable acreage and are typically acquired for less money because they’re not of such high quality. There may also be stamp duty advantages depending on how surrounding land is classified and building from scratch can also offer VAT efficiencies on construction costs. Just as importantly, this allows you to start again with new drainage, new electrics and a layout designed entirely for modern living. When executed well, the result can be a genuinely best-in-class home that will always command a premium.

But location is critical. It costs as much to renovate in a C-grade location as it does in an A-grade one, but rarely returns the same value. So understanding exactly what and where you’re buying is critical. Without that knowledge you risk owning a very expensive lemon.

Having lived and worked in the Cotswolds for decades, through multiple market cycles, I’ve built up a detailed sense of which areas are consistently resilient, which come in and out of fashion, and which are most exposed during downturns. I see so many people spend vast sums improving houses in secondary locations, only to struggle to recoup their investment when they try to sell.

Older, perhaps listed properties with layouts that simply no longer work for modern living also hold hidden potential, although they can be difficult to find. A clever, sympathetic redesign retaining the character of the property can unlock considerable value – if executed with skill and consideration.

Red Flags Buyers Should Never Ignore

Certain compromises are very difficult to overcome, no matter how much money is spent on a renovation. Flood risk, proximity to busy roads, aircraft flight paths or public rights of way running directly past the house can all affect long-term value, regardless of renovation or turnkey status.

Other risks include structural issues such as roofs, subsidence, or listing restrictions. Many buyers assume listed status only applies to the façade; in fact, every element is considered to be historic fabric and is protected, and when you start peeling back the layers, you realise just how complex it can be.

Potential development nearby is another crucial consideration. With increasing pressure for housing across the UK, it’s vital to be aware of where large-scale development may occur in the future and its potential impact.

Given the cost of acquisition at this level, understanding those compromises from the outset in order to future-proof your purchase is essential.

Navigating Planning and Heritage

A substantial renovation can take anywhere between two to four years, particularly when planning permissions, heritage constraints and listed status are involved. For many of our clients with demanding professional lives, time is in very short supply, so assembling the right team of experts to smoothly and successfully steer the project through to completion is crucial.

There is often a myth that little can be done with historic properties in an Area of Outstanding Natural Beauty, or National Landscape as it is now known. In reality, it is rarely that simple. People tend to go wrong by becoming overly fixated on a particular outcome and then battling every stage of the planning process to achieve it.

The key is to work collaboratively with planners, conservation officers and heritage consultants. While the route may differ from what was initially imagined, with the right team it is usually possible to reach a very good outcome.

Within the Cotswolds National Landscape, the fundamental aim of the planners is to protect and enhance the environment. Projects that respect the landscape and work with it rather than against it tend to succeed.

We help our clients assemble the right team of leading specialists – from planning consultants to architects, surveyors, heritage specialists and builders – all of whom play an important role in navigating the process as smoothly as possible.

The Future of Renovation in the Cotswolds

Renovation projects in and around the Cotswolds are likely to become ever more complex. Planning authorities are already under huge pressure and have limited resources to process increasingly complicated applications. Suitable sites are becoming scarcer, and the region itself is more densely populated than it once was, so there is more sensitivity around creating new homes.

Acquisition costs are high – stamp duty alone can consume over 10% of the purchase price –and construction costs also remain unpredictable. Commodity prices have been rising steadily, and current geopolitical events create further volatility.

All of this is not to say that renovation projects should be off limits, but that they require greater care and consideration than ever before. Short-term buyers looking to hold their property for five years or less are particularly exposed, while those with a more long-term lens of 10-20 years have the market to cushion any missteps.

Too often buyers purchase first and only then begin their renovation research – by this point the margin for error becomes very small. It’s vital to understand what you’re buying, where and why, before you commit. Do your homework first, or you can find that the costs can quickly overwhelm.

Harry Gladwin, Partner, specialist buying agent in the Cotswolds


Harry Gladwin is our Partner and Head of the Cotswolds Region

For news, expert commentary and invaluable property insight, subscribe to The Insider, our quarterly newsletter, here.

Security and the New London Property Brief

Posted on by Jessica Jonzen

As crime headlines reshape perceptions of life in the capital, security has become an integral part of the property brief for buyers in prime central London. Yet the most effective safeguard is not technology or patrols, but discretion – both online and at home, writes our Partner and London specialist Philip Eastwood.

Sarah Frances Kelley for The Buying Solution

For much of the past two decades, the brief given to a prime central London buying agent has been reassuringly familiar: lateral space, period architecture, a garden square address, perhaps proximity to the best schools. Security, when mentioned at all, tended to mean little more than a functioning alarm system and a sturdy front door.

Today, that brief has evolved. Increasingly, security – and perhaps, more accurately, the perception of security – forms part of the conversation when clients consider purchasing property in the capital.

The reality, however, is more nuanced than the headlines might suggest. According to new analysis from the Mayor’s Office for Policing and Crime (MOPAC), many forms of crime in London are falling. In the first quarter of the 2025/26 financial year, residential burglary fell by 10 per cent compared with the same period the previous year, while theft from the person and personal robbery both declined by 13 per cent. These reductions follow increased investment in visible neighbourhood policing, including a significant uplift in officers on the beat in the West End and new town centre teams focused on tackling phone theft, shoplifting and antisocial behaviour.

Yet statistics rarely shape perceptions as powerfully as stories do. In an age of constant news alerts and social media feeds, a single incident can travel quickly through friendship circles and WhatsApp groups. Before long, everyone seems to know someone – or knows someone who knows someone – who has had a phone snatched or a watch stolen. The result is that security has begun to feature more prominently in property discussions, even as the broader data paints a more reassuring picture.

The Rise of the Discreet Street Patrol

One of the more visible developments can be seen in parts of Kensington and Chelsea, where residents of certain streets have collectively arranged private security. Typically, a security guard sits in a marked car overnight, occasionally walking residents from a taxi to their front door, keeping an eye on the street and acting as a visible presence and possible deterrent. Some patrols circulate periodically, sometimes with dogs, providing reassurance and peace of mind rather than enforcement. The effect is closer to the traditional “bobby on the beat” than to anything resembling private policing.

Fifteen years ago, such arrangements were uncommon. Today, they are increasingly familiar in prime neighbourhoods and in some cases, they are linked to large estates. Addresses on the Grosvenor Estate in Mayfair and Belgravia, for instance, benefit from long-established porterage and security systems – part of the discreet infrastructure that has historically made certain London squares particularly desirable.

Portable Wealth in a Digital Age

Part of the shift in how people think about security reflects something fundamental about how we now live. Twenty years ago, most people moved through London carrying relatively little of obvious value. A watch was simply a watch; a handbag was simply a handbag. Even if something was stolen, it was not always easy to sell on, nor was its value necessarily understood by the thief.

Today, however, we move through the city carrying what might reasonably be described as ‘portable assets’ as a matter of course: smartphones worth more than a month’s rent, watches whose resale values can exceed those of a car, handbags that prestigious auction houses now treat as investment categories.

The secondary market has expanded dramatically. Where once stolen goods required a discreet “fence” to sell them on, today a host of online platforms provide an immediate and global marketplace for resale. The economics of crime have changed.

At the same time, our digital habits have created an entirely new layer of exposure. Social media has normalised the public display of wardrobes, jewellery collections and travel plans to a global audience. From a security perspective, it is rather remarkable.

Announcing a two-week holiday on Instagram is, in effect, the modern equivalent of placing an advertisement that reads: Our house will be empty until the 14th. Posting photographs of newly acquired luxury items performs a similar function. With modest effort, someone inclined to do so can identify where photographs were taken, determine neighbourhoods and piece together patterns of movement.

For high-net-worth individuals in particular, managing one’s digital footprint has therefore become an increasingly important element of personal security. In many cases, it matters more than cameras or alarm systems. Discretion, therefore, remains the most effective safeguard of all.

Technology is No Silver Bullet

Clients may ask whether technology can offer a definitive answer. Smart doorbells, integrated alarm systems, remote monitoring, camera networks – the modern home can certainly be equipped with formidable security infrastructure. Many properties in prime London now include these features as standard.

Yet there is no technological silver bullet. Cameras may deter some criminals but are likely to just send determined ones next door. Alarm systems can reduce risk, but they do not eliminate it. Even the most sophisticated digital systems carry their own vulnerabilities. What’s to say they won’t be hacked? Security, ultimately, needs a layered approach, rather than a single solution.

Discreet Measures

The most effective measures tend to be the least visible. A well-positioned safe. A cautious approach to exterior lighting to prevent advertising the superior finish or interior of the house. Careful vetting of contractors and staff, and sensible habits around the display – both real and digital – of valuables.

Sometimes it is as simple as having two safes rather than one, a precaution adopted in certain households in case of forced entry. More extreme measures do exist, of course. Panic rooms, private bodyguards and other forms of high-end protection are certainly present in London. But they remain the exception rather than the rule, and when they are used, they are handled with the utmost discretion. Indeed, the defining characteristic of those who invest seriously in security is that they rarely talk about it.

A City That Remains Remarkably Liveable

None of this should be mistaken for alarmism. London today is, in many respects, far safer than it was in previous decades. Areas once considered marginal or even dangerous have become some of the city’s most desirable addresses – Notting Hill is a case in point. Neighbourhoods that would once have raised eyebrows now command extraordinary property prices.

Crime has always existed in large cities. What has changed is the way it is reported, discussed and perceived. We now live in an era of continuous information. Every incident, however small, can appear instantly on a news feed. The effect is cumulative: a sense that problems are everywhere, even when the broader picture is more reassuring.

A salient lesson for how quickly perceptions of safety can shift can be learned from Dubai. For years the emirate was held up by many international buyers as the ultimate safe haven: low crime, strong policing and a lifestyle where valuables could be worn or left in plain sight without concern. Some London residents even relocated there in search of precisely that sense of security.

Yet recent geopolitical tensions in the wider region have served as a terrible reminder that no global city exists entirely in isolation from risk. For internationally mobile families, it has reinforced a broader truth: safety is rarely absolute. Rather, it is a question of perception, context and prudent personal judgement – whether in London, Dubai or anywhere else.

The First Rule of Security

For property buyers navigating this environment, the advice is surprisingly simple. Choose a well-run building or a well-organised street. Invest in sensible security measures. Be thoughtful and careful about digital exposure. Above all, practise discretion.

The most effective form of security is rarely the most visible. It is the firm decision not to advertise what one owns, where one lives or when one is away. In prime London property, that principle has become part of the modern brief. And, in truth, it always was.

Philip Eastwood, The Buying Solution, Partner, London

Philip Eastwood is our Partner in London

For news, expert commentary and invaluable property insight, subscribe to The Insider, our quarterly newsletter, here.

IWD: Celebrating the Women of The Buying Solution

Posted on by Jessica Jonzen

This International Women’s Day, the women who make The Buying Solution the success that it is, reflect on their experiences, their career trajectories, the challenges they have navigated and the progress still to be made

The property industry has long been regarded as a traditionally male-dominated field. However, women are increasingly taking on leadership roles in property, driving strategic decisions and reshaping the landscape.

At The Buying Solution, we take immense pride in our female-centric team. In 2024, we strengthened our ranks by welcoming two new female Partners – Toto Lambert in London and Katherine Watters in the South Home Counties – alongside Georgina Neil as a Cotswolds Buying Agent. With Jemma Scott as Partner for the North Home Counties, our female buying agents are continuing to bring immense value – both to our business and our culture.

Behind the scenes, our Buying Agents would simply be unable to provide the exceptional service they do without the dedication and hard work of our support team. We share some of their experiences here.

Breaking Through the Glass Ceiling

Jemma Scott, Partner for North Home Counties, recalls a time when she would often be “the only woman in the room.” While diversity has long been understood as key to building a successful team, implementation has taken time. Yet, in a recent virtual client meeting – comprised of a solicitor, architect, planning consultant, and herself – Jemma found herself entirely surrounded by female professionals. “It hadn’t been intentional, simply a case of the client having the best people for the job,” she notes. “It was a fleeting but significant moment of recognition before we returned to the business at hand – waste drainage!”

For women seeking to advance in the sector, Jemma’s advice is straightforward: “Ignore the noise, just focus on being the best you can be. And don’t do it alone – prioritise diversity and collaboration above all else.”

Meritocracy in Action

As Partner in our London office, Toto Lambert’s career trajectory demonstrates the potential for upward mobility within the property sector. Having started as a Team Secretary, she became a Partner at just 28. “It was challenging but also incredibly rewarding,” she says. Toto is particularly proud of rising to Partner alongside two other female colleagues who, like her, began their careers in administrative roles.

For those entering the industry, she emphasises the importance of confidence and authenticity. “Shine bright! Women have an amazing, natural ability to connect with others so don’t be afraid to lean into both your strength and your softer side,” she says. “Give yourself permission to take up space, let your personality shine and above all, support other women. Together, we rise!”

The Evolution of Workplace Culture

The industry has, in recent years, demonstrated greater adaptability to the needs of a more diverse workforce. Georgina Neil, our Cotswolds Buying Agent, highlights the progress made in flexible working arrangements. “In the last five years, attitudes have changed and there is far more flexibility which allows both women and men to juggle the demands of a career and family life. This is allowing women to maintain and advance their careers, when previously they may have had to step back.”

Katherine Watters, Partner for the Southern Home Counties, also acknowledges the progress made but warns against certain trends. She points to the rise of the social media-driven “influencer agent” as a potential risk to the professionalism of the industry. “Women have established themselves in this sector based on expertise, negotiation skills and results. I think it’s a very exciting time for women in property as we now have a seat at the table and a voice,” she says. “We must be careful not to dilute this progress with a focus on image over substance.”

The Critical Role of Support Functions

The success of any property agency relies not only on those negotiating deals but also on those operating behind the scenes. Karen Michel, Business Support Coordinator in our Country office, has spent three decades in the industry, and underscores the importance of support roles as a foundation for growth. “Property is one of the few industries where support staff can transition into fee-earning roles,” she explains. “I began my career as a secretary and was promoted to a lettings negotiator and went on to run five offices. Opportunities exist for those willing to take them.”

Both Poppy Hilton, Business Support Coordinator in our London office, and Jennifer Hudson, Associate and Operations Executive, echo this sentiment, emphasising adaptability, attention to detail, and a willingness to continuously learn as key attributes for success. “Stay confident in your decisions and never underestimate the value of your role,” says Poppy. “Support roles are integral to a property buying agency,” Jennifer agrees. “It is incredibly fulfilling to know that my work behind the scenes helps ensure our clients’ journey toward securing one of the most significant purchases of their lives is as smooth as possible.”

A More Inclusive Future

While notable progress has been made, there is still work to be done to create a truly inclusive and supportive industry. As firms continue to recognise the importance of flexibility and diversity, the sector will likely see an increasing number of female leaders.

“I feel very lucky to be part of a team which fully supports women in all stages of their life and career, however, the wider industry still has a lot of work to do,” says Toto. “I think the industry will start seeing more female leaders when firms support and celebrate flexibility to support women in all stages of life – from early career development to maternity, menopause and beyond. Being trusted and having the autonomy to work in a way that best supports your health and those around you will enable women to have long and fulfilling careers, at every level.”

This International Women’s Day, we recognise not only the achievements of women in property but also the ongoing work required to ensure the industry continues to evolve – on the basis of talent, expertise and merit.

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What I’ve Learnt from 25 Years Advising on London’s Finest Houses

Posted on by Rosalind Sack

Head of The Buying Solution, Will Watson, has decades of experience navigating London’s property market at its highest levels, having held senior roles on the selling side before moving into buying. Here he shares what he has learnt about trust, success and managing risk

There is no such thing as a ‘perfect’ market

I cannot recall a more unpredictable market than the one we find ourselves navigating today. Domestic politics feels unusually fluid, global events continue to shock, and the six-month outlook is unclear – let alone the five-year view. Even the near-term leadership of the country is uncertain day to day.

In my experience, property decisions, at their best, aren’t driven by forecasts or speculation. They’re made based on your personal circumstances: your life, your priorities, and your timing. That has rarely felt more relevant.

We appear to be bouncing along the bottom of the market, but cycles always turn. Consider the discussion around non-dom taxation. Italy’s flat annual regime has already drawn buyers to Milan, though many would have preferred to remain in London. Were a comparable policy introduced here, it would materially alter sentiment. For now, however, London presents unusually compelling value for domestic buyers with a medium-to long-term view. In some instances, properties are transacting at circa 30% below their listed price from just two years ago.

Writing at the tail-end of Winter, the market is seasonally quieter, and transaction volumes are lighter – but deals are still being done. In fact, we’re notably busy. Our clients recognise that thinner competition before the Spring market gains momentum offers a strategic window. Particularly where sellers who failed to secure a buyer in 2025 have become more pragmatic.

Ultimately, buying property is less about reacting to headlines and more about recognising when your own circumstances align with opportunity.

The best property isn’t about price per square foot

It is easy to get fixated on numbers and what you feel you should be paying per square foot. But comparable data is just a guide and, more often than not, it doesn’t give the full picture of a property. A truly special house is hard to repeat and rare to trade; we may only see its like once every few years at best. Therefore, if you find a property that you really want and you are trying to be too clever on pricing, someone will likely beat you to it – and you might never get that opportunity again.

One of my longest-standing clients, a seasoned international buyer with properties around the world, once told me his strategy. He buys the best available asset when he needs it. That might mean a one-bedroom apartment in Chelsea for a child at £2m, or a detached family house in Holland Park for £30m+. The price point is secondary, the quality is not.

He has never been preoccupied with pounds per square foot or comparable evidence. By focusing instead on rarity and quality, those acquisitions have consistently proven to be exceptional homes, as well as a reliable store of wealth. He is frequently approached about selling one of his properties, as demand remains strong for the best, despite the unpredictability of the current market.

He summed it to me up perfectly: “We’ll buy what we need to buy, and we’ll pay what we need to pay – if it’s rare.”It is advice I’ve carried ever since. Focus on the unique, the hard-to-repeat, and the rest usually takes care of itself. After all, whether it’s property, a car, a watch, or any rare asset, scarcity ensures there is always a buyer.

You can’t eliminate risk, but you can control it

Almost every buyer worries about overpaying. No one wants to complete on a house only to discover six months later that it might have been secured for 10% less. Yet waiting doesn’t guarantee a better deal. After all, a positive political shift or a surge in the market could just as easily result in you paying 10% more – and finding the right property will often take longer than you think.

I always remind my clients that we want to buy from someone that genuinely wants – or needs – to sell. Much of the prime market is made up of discretionary sellers with inflated expectations. As a result, agreeing sensible terms can be protracted or even unworkable, or simply take longer than most of our clients’ search windows allow. This is particularly true at the higher price points in both the London and countryside markets.

There are also practical risks to weigh. You may buy an immaculate turnkey home to avoid the disruption of building work, only for a neighbour to start a major three-year renovation. In Central London, almost every street has at least one ongoing project, so the risk is real. Our role is to conduct thorough due diligence – not only on the property itself, but on the immediate surroundings, neighbouring ownership and any pending planning applications – so that disruption is assessed before contracts are exchanged, not afterwards.

Security is another consideration. Headlines can be alarmist, but London hasn’t emptied out; rather, security has become part of the brief. Beyond aesthetics, we assess infrastructure – plumbing, electrics, access points – and, where appropriate, bring in specialist advisers to evaluate risk properly. The aim is proportionate protection, giving you peace of mind without letting fear drive your choices.

In short, concerns about overpaying, noisy neighbours and security are justified, but none are deal-breakers if you are well informed. That’s what separates a cautious buyer from a confident one.

Integrity is the real measure of success

The first transaction I completed as a buying agent was in Marylebone – an area I didn’t know well at the time.

The client came to me through a professional contact. He was renting locally and wanted to buy a house nearby. I was candid: I had not yet bought in Marylebone, but I knew exactly what made an exceptional house and I promised him my full focus. That honesty mattered. He trusted me, and I secured him a remarkable house just off Marylebone High Street, complete with a rare roof terrace. He is still there today – and over the years, he has become a friend and introduced me to many of his contacts who have become clients over the years.

Honesty, integrity and truthfulness aren’t buzzwords; they have guided me from day one, and are central to everything I do. The emphasis is not on completing transactions for their own sake, but on protecting our clients’ interests – we take that responsibility very seriously and have little tolerance for market noise, poor instructions and chronic overpricing.

I represent my clients as I would family or close friends. Success, for me, is not about money, off-market deals, or outmanoeuvring another buyer, it is measured by finding the house they have been dreaming of at a price they are comfortable with and knowing that we made that possible for them.

Will Watson, Head of The Buying Solution

Will Watson is Head of The Buying Solution

For news, expert commentary and invaluable property insight, subscribe to The Insider, our quarterly newsletter, here.

The Buying Agency for Busy People

Posted on by Jessica Jonzen

In prime central London, the process of securing the right home has become increasingly complex and fragmented. For high-performing professionals and internationally based clients alike, the challenge is no longer simply finding property; it is navigating the noise with confidence and efficiency, writes our Partner and London specialist Toto Lambert.

Employees walking to work in the city at sunrise

In the world of prime central London property, time has become the most valuable currency of all. Increasingly, the clients who come to me are not short of means – they are short of hours, headspace and tolerance for the sheer administrative drag that accompanies a London property search.

Roughly 75 per cent of my clients fall into two distinct camps. About 40 per cent are what I call the domestic family buyer; the remaining 35 per cent are overseas buyers. On the surface their circumstances differ, but their core problem is identical: they are time-poor, information-overloaded and in need of someone to cut through the noise. That, in essence, is where The Buying Solution comes into its own.

The Domestic Family Buyer: high-flying and time-poor

The Domestic Family Buyer is typically a professional couple – often in law, finance or tech – who have been renting in London for several years while careers accelerated and life became incrementally busier.

They are usually thoughtful, analytical and perfectly capable of conducting a search themselves. Indeed, many begin that way. But somewhere between their 47th Rightmove alert and their third collapsed chain, the process starts to fray. What they lack is not intelligence or motivation; it is bandwidth.

I often meet them at the point of fatigue. One couple I began working with last autumn had been searching independently for more than three years. They had viewed over 100 properties – a number that would test the patience of even the most enthusiastic house-hunter – and had narrowly lost out on a home they loved. By the time we were introduced, they were disheartened and, more importantly, had lost confidence in their own decision-making.

Our first task was not to find a house. It was to reset the process. We spent time together walking the streets they were drawn to, discussing not only what they liked but also what they did not. I always begin this way. The brief on paper is rarely the brief in practice, and early face time is invaluable in building a three-dimensional picture of how a client actually wants to live.

One of the first houses we viewed together would ultimately become their purchase. But we did not rush. We continued to test the market, using that property as our benchmark: how does this compare? What is genuinely best in class?

Within eight weeks of formally instructing me, we had agreed terms on the right house. For clients who had spent three years circling the market, the contrast was stark. What changed was not the market, it was the filtering.

The Overseas Buyer: rarely on the ground

If the Domestic Buyer is time-poor, the Overseas Buyer faces an additional handicap: distance. These clients – often international professionals or families seeking a London pied-à-terre – may only be in the city every month or two. They simply do not have their feet on the ground. The London market, with its patchwork of micro-locations and opaque practices, can feel particularly impenetrable from afar. For them, the risk is twofold: wasted trips and expensive mistakes.

I am currently working with an overseas client who will only spend part of the year in London. In our very first viewing tour, which was compressed into a single, tightly planned visit, we were able to narrow their search to the exact postcodes that genuinely suited them.

Had they attempted this alone, they would likely have been fielding calls from upwards of 50 agents, attempting to triangulate neighbourhood nuance remotely and booking scattergun viewings during short visits. Instead, within a week of engagement, we had clarity. Speed, in this context, is not about rushing. It is about precision.

Why the modern market overwhelms buyers

Part of the growing demand for buying agents stems from structural change within the London property world itself. Seven or eight years ago, a focused search in an area such as Chelsea or Fulham might have required conversations with five or six estate agencies. Today, the landscape is far more fragmented. Many experienced agents have left large corporates to operate independently in a broker-style model.

The result is a more dispersed, more opaque marketplace. Where once a £4 million search might have involved speaking to eight to ten key players, I am now routinely in contact with north of 40 intermediaries for a single brief. For private buyers attempting to manage this alongside demanding careers, the volume alone can become unmanageable.

Increasingly, clients arrive saying the same thing: ‘we started looking ourselves, but we’ve become overwhelmed.’ Our role as buying agents is to absorb that noise. We review and preview everything that crosses our desks. By the time a client steps into a car with us for a viewing tour, every property has been pre-vetted against their evolving brief. They have one point of contact, one curated schedule and – crucially – confidence that their time is being used efficiently.

Chelsea townhouses ©Sarah Frances Kelley for The Buying Solution
Sarah Frances Kelley for The Buying Solution

The power of relationships and off-market access

Relationships remain the engine of the London buying world. Because we are in constant dialogue with agents, brokers and intermediaries, we are often able to access opportunities before they reach the open market.

Approximately 60 per cent of what we buy at The Buying Solution is off-market. For busy clients, this is not simply about exclusivity; it is about efficiency. If you are only viewing the most relevant opportunities – many of which never appear online – the search becomes markedly more focused.

It also allows us to move quickly when the right property surfaces. One of the most valuable outcomes of our early work with clients is the refinement of the brief. Through repeated viewings and conversations, we develop a very clear sense of what “right” looks like. When it appears, we can act decisively.

When the brief evolves

One of the most interesting aspects of this work is how often initial assumptions shift. I had clients last year who began their search adamant they wanted a flat. Through the process, it became clear that what they truly valued was their own front door and a certain sense of privacy. We ultimately secured a house.

Similarly, buyers frequently begin by insisting they want a turnkey property. Yet when presented with the best property on their favourite street but which requires modest cosmetic work, priorities can recalibrate.

Part of our advisory role is helping clients understand where compromise is sensible and where it is not. How often does this type of house become available? What is genuinely scarce? What can be improved later? These are the judgements that protect both lifestyle and long-term value.

Beyond the property: assembling the right team

Particularly for overseas buyers, the purchase itself is only one component of the process. Many international clients are unfamiliar with the nuances of the London system: leasehold structures, share of freehold arrangements, tax considerations and the choreography of the conveyancing process for starters. Education, delivered quickly and clearly, is essential.

But just as important is team assembly. A smooth purchase requires the right solicitor, sometimes tax advice, occasionally immigration support, and – for relocating families – school consultants. If a property requires work, we introduce trusted builders and designers. The goal is always the same: to create a seamless experience that would be extremely difficult for a time-poor buyer to replicate independently.

Handled correctly, this does not add cost. More often, through careful negotiation and risk management, we save clients multiples of our fee.

Cutting through the noise

At its heart, modern buying agency is as much about clarity as it is about access. For busy professionals, whether London-based or overseas, the property market has become noisier, more fragmented and more time-consuming to navigate alone. The value we provide is focus: one point of contact, whole-of-market coverage and rigorous pre-vetting that ensures every viewing has genuine potential.

In a city where time is increasingly precious, that clarity is often the difference between a draining search and a decisive, confident purchase. And for my clients, that is precisely the point.

The Buying Solution Partner Toto Lambert portrait

Toto Lambert is our Partner in London

For news, expert commentary and invaluable property insight, subscribe to The Insider, our quarterly newsletter, here.

The New Hybrid Commuter Hotspots You Should Know

Posted on by Rosalind Sack

Free from the shackles of a five-day-a-week commute, it’s possible to enjoy all the benefits of truly rural living while remaining within reach of London. Hampshire, Wiltshire and Somerset offer an outstanding lifestyle and excellent value for money, and there has never been a better time to buy, writes Mark Lawson, our Partner in the Southern Counties and specialist in High Value Residential and Rural Estates.

Summer view from the South Downs.

The traditional commuter belt is evolving. With around 28% of working adults in Great Britain now working in a hybrid pattern between their homes and offices, a fresh assessment of where you want to live versus where you need to live is in order.

When the London commute is required only two or three days a week, buyers seeking a genuinely rural lifestyle can look well beyond the traditional commuter belts. In Hampshire, Wiltshire and Somerset, it is possible to enjoy peace, space and excellent value for money, while still being able to reach London for work with relative ease – and this is precisely the time of year to start your search.

I live near Marlborough in Wiltshire, and people commute from here into London every day. Wiltshire was recently described by The Times as ‘England’s most underrated county’, praised for its ‘astonishing countryside’ and strong ‘feelgood factor’. I couldn’t agree more. It feels markedly different from the traditional commuter belt, which can be increasingly busy and noisy – and that difference is precisely its appeal.

Venture a little further west into Hampshire, Wiltshire and Somerset and you’ll find vast stretches of unspoilt countryside, secluded villages, wonderful long walks and a noticeably slower weekend pace. For me, as both a buying agent and a Wiltshire local, the appeal of this region is the peaceful, relaxed way of life that it offers. People are more rural at heart here; it is less transient and international, and far more rooted in community and permanence.

For hybrid workers, typically based at home on Mondays and Fridays, the dreaded Friday commute has largely disappeared. Here, you can close your laptop at six o’clock and be in the local pub, out riding across open countryside, or on your way to the coast within half an hour. Equally, there’s no need to begin the week with a ghastly 6am Monday alarm to catch the commuter train; a slightly longer journey on a Tuesday feels altogether more manageable.

Is 2026 a good time to consider a move to Hampshire, Wiltshire or Somerset?

When commuting only two or three days a week, extending journey times to an hour and a half – or even two hours – feels more comfortable. Naturally, the further you travel from London, the more property you get for your money.

This is also the time of year when we begin to hear about new opportunities, and we aim to get our clients in to see these as early as possible, often before anyone else. Around 70% of what we buy is secured off-market or pre-market, making expert representation an excellent return on investment.

Interestingly, this year we are seeing a significant amount of stock that we were aware of last year now being prepared for launch at lower price points. As a result, these properties are likely to come to market earlier than entirely new stock.

Given that very little sold above £3 million last year in Dorset, South Wiltshire and South Somerset, there are certainly good opportunities to be found – provided you can identify a sensible vendor and, most importantly, the right location to suit your lifestyle.

The appeal of Cranbourne Chase and surrounding areas

The area surrounding the Cranbourne Chase National Landscape, which spans Dorset, Hampshire and Wiltshire, offers some of the most beautiful unspoiled rural countryside in the region. Characterised by rolling chalk downs, ancient woodland and peaceful landscapes, it is ideal for walking, cycling, riding and a wide range of outdoor pursuits. The beautiful Dorset coast is just an hour away.

The charming village of Tollard Royal is home to an equestrian centre, the recently refurbished King John pub, the well-regarded independent day and boarding prep school Sandroyd School, and the Grade II-listed Victorian pleasure grounds at Larmer Tree Gardens. Nearby Tisbury has its own railway station with direct services to London Waterloo, typically running hourly and taking between 1 hour 45 minutes and 2 hours.

The nearby town of Shaftesbury known for its notable cobbled hill and independent shops and the highly regarded Port Regis Prep School, is also a popular choice. Bryanston School in Blandford Forum, along with Hanford Prep and Clayesmore School also provide excellent independent education options for families in the area.

The countryside around Salisbury is equally attractive and Salisbury station offers strong commuting links to central London, with frequent direct trains to London Waterloo taking between 1 hour 20 minutes and 1 hour 40 minutes.

A farmhouse that has been extended or expanded with around 20 acres of land, a pool, a court and a cottage would typically be priced in the region of £3-4 million. There is a good mix of properties that have already been developed and those that remain untouched, so we’re always trying to find the gem with potential that aligns with how much work a buyer is willing to undertake.

The sustained popularity of Bruton and Frome

North west of Cranborne Chase, the area around Bruton and Frome continues to rival the Cotswolds in terms of popularity, yet retains a distinctly more understated character, which I believe is a key part of its appeal.

Soho House opened its first rural retreat, Babington House, in Frome in 1998, paving the way for a wave of luxury openings in the years that followed. Hauser & Wirth launched their Somerset gallery in 2014, followed by the arrival of The Newt luxury hotel and estate in 2019. That same year saw the opening of Bruton’s Osip restaurant, which went on to receive a Michelin star in 2021, and last year marked the launch of Osip 2.0, its new farm-to-table restaurant. Bruton was recently described by Condé Nast Traveller as “the coolest town in the UK.”

Despite this, these pockets of quiet luxury remain firmly rooted in beautiful countryside, with slower paced villages and market towns, proper local pubs and the reassuring presence of mucky tractors and weathered barns.

There are some direct train services to London Waterloo from Bruton, although most people tend to drive or connect via stations such as Westbury or Castle Cary. Trains from Frome to London Paddington take from 1 hour 30 minutes. The A303 is also easily accessible, providing a convenient route east to London and west towards Devon.

The area is well served by a number of highly-regarded independent day and boarding schools, including Kings’ Bruton and Springmead School near Frome.

Why Sherborne and Templecombe offer both fantastic properties and lifestyle

I particularly love the countryside south of Bruton around Sherborne and Templecombe with its gentle rolling hills and attractive villages. London commuters are well served by both Sherborne and Templecombe stations with offer direct train services to London Waterloo, while families are drawn to Sherborne’s highly regarded prep, girls’ and boys’ schools.

A particular appeal of this area is its strong selection of high-quality properties. Almost every village features a farmhouse or manor house, along with an excellent Georgian house or rectory.

Navigating the current property market in South West England

There is currently limited stock in the South West within the £2–10 million bracket, while a significant volume of off-market property exists above £10 million. A particularly attractive house with 50-100 acres would typically be priced at £7-10 million.

We maintain close relationships with local selling agents, as well as our extensive network of professional contacts who are aware of which properties are likely to come to market and can secure early introductions.

Sellers at this level are often highly discretionary and it’s not unusual for them to seek prices well above true market value. This is why engaging a buying agent offers the best chance of securing an exceptional property at a fair price; we are able to advise on value and negotiate on your behalf.

Most importantly, we’re not selling anything. We guide our clients not only to exceptional properties but to the dream lifestyles that accompany them.

Mark Lawson The Buying Solution

Mark Lawson MRICS is our Partner in the Southern Counties and a specialist in High Value Residential and Rural Estates.

The Rise of School-Focussed Moves to the Cotswolds

Posted on by Jessica Jonzen

With the popularity of boarding schools waning, families are increasingly prioritising proximity to top day schools when moving to the Cotswolds, writes Georgina Neil, our Cotswolds Buying Agent

School children walking to school through woodland ©Getty Images

When families come to me searching for a home in the Cotswolds it’s rarely just about the house, but increasingly, proximity to the region’s leading independent schools is a decisive factor. In fact, around 40% of my clients now place access to their preferred school at the very top of their priority list, favouring villages and towns that can offer this alongside the lifestyle they desire.

I think this is representative of a broader cultural shift. These are families who would traditionally have sent their children away to boarding school – and who probably boarded themselves – but instead want to be fully present in their children’s daily lives, supporting their interests, attending sports matches and being part of the school community. I have known clients whose children have tried boarding and haven’t enjoyed it, necessitating a move to be closer to a day school. In this context, the school becomes the cornerstone of family life, helping ease the transition into a new area, and is a defining factor in where families are choosing to live.

The Independent Schools Council’s 2025 census confirms what I see on the ground: full-time boarding is declining, while day-schooling and flexi boarding continue to rise. Fewer than a quarter of pupils now board full-time, and elite schools are adapting by expanding day places. Since 2019, Stowe School in Buckinghamshire – popular as a boarding school with Cotswold residents – has opened three dedicated Day Houses, with a plans afoot for a fourth.

Driving is a fact of life in the country, and I have clients who think nothing of driving at least half an hour to drop their children at school each day. That said, the most sought-after locations combine school accessibility with lifestyle appeal. Villages and towns around Banbury, including Bloxham, Adderbury, the Barfords and Deddington, continue to attract families with links to Bloxham School, while Kingham and Moreton-in-Marsh offer central positions for Cheltenham College, alongside convenient rail connections to London and Oxford.

For those seeking quintessential Cotswolds character, the perennially popular villages of Burford and Charlbury combine proximity to the popular Oxford schools with strong community life and beautiful surroundings. Oxford’s convenient train links give teenagers independence, while vibrant villages and towns along the Oxford rail and bus routes, such as Kingham, Charlbury, Chipping Norton and Woodstock are increasingly popular as they provide safe walking and cycling routes, and easy access to sporting, cultural and leisure facilities. Parents value the balance of country life and city access, allowing children to benefit from top-tier academics while remaining closely connected to family life.

In the Cotswolds, choosing a school is very often part of choosing a way of life. Families look for homes where children can grow academically and socially, and where the school community naturally becomes part of everyday life. Friendships extend beyond the classroom, creating a strong sense of belonging for the whole family. Having lived and worked in the area for many years, I use my detailed knowledge of local schools and the villages around them to help clients find the right fit and make this important decision with confidence.

The Schools Driving Cotswolds Moves

Certain independent schools dominate demand in the Cotswolds, with property choices often clustering within a 30-minute drive or train journey from these leading educational hubs:

Cheltenham College, Gloucestershire – Founded in 1841, this co-educational school for pupils aged 13–18 blends Regency architecture with modern facilities. With around 750 pupils, day students are fully integrated into school life through dedicated Day Houses and the wider House system.

Bloxham School, Oxfordshire – A warm, community-focused co-educational school for pupils aged 11–18, Bloxham combines the personal feel of a smaller school with the opportunities of a larger one. Day, day-boarding, and boarding options, alongside strong arts, sport, and outdoor programmes, make it particularly appealing to families in surrounding towns.

Abingdon, Oxfordshire – Over 750 years old, Abingdon educates around 1,176 pupils on a 35-acre campus just south of Oxford. The majority are day students, and the school will become fully co-educational from September 2026, welcoming girls to Year 7 and Sixth Form, and to Year 9 from 2028.

St Edward’s School, Oxford – Known as Teddies, this co-educational day and boarding school educates just over 800 pupils on 100 acres of green space. Around 15% are day pupils, fully integrated into the House system and school life alongside boarders.

Oxford High School GDST – Oxford’s oldest girls’ school and only all-girls through-school, educating around 790 pupils aged 4–19. Located in leafy North Oxford, it is renowned for academic excellence, small class sizes and strong pastoral care, offering pupils a rigorous day-school education enriched with cultural and extracurricular opportunities.

Headington Rye Oxford – Formed in 2023 through the merger of Headington School and Rye St Antony, Headington Rye educates boys and girls aged 3–11 and girls 11–18. Day pupils are fully integrated into school life, thriving academically, socially and personally within a supportive, vibrant community.

Magdalen College School, Oxford – A leading day school for boys aged 7–18 and girls 16–18, MCS combines first-class academics, chorister training from age six and extensive extracurricular activities with the practicality of after-school care and a reliable home-to-school bus service across Oxfordshire, Berkshire, Buckinghamshire and Northamptonshire.

Prep schools, including Kitebrook in Moreton-in-Marsh, Winchester House in Brackley, Bruern Abbey in Chesterton near Bicester, and Hatherop Castle in Hatherop near Cirencester, also play an important feeder role, offering outdoor-focused education with strong pastoral support – a key consideration for families seeking a nurturing, holistic environment.

Georgina Neil Cotswolds buying agent, The Buying Solution

Georgina Neil is The Buying Solution’s Cotswolds Buying Agent

For news, expert commentary and invaluable property insight, subscribe to The Insider, our quarterly newsletter, here.

Our Buying Agents’ Standout Property Deals of 2025

Posted on by Jessica Jonzen

As 2025 comes to a close, The Buying Solution team looks back on the standout property deals of the year that we achieved for our clients. Each transaction showcases how unmatched local knowledge, strategic connections and expert negotiation consistently delivered exceptional results in London and the country’s competitive property markets. If you have ever questioned what a buying agent does and how they add value to the process of buying a property in London or the country, read on…

Chelsea townhouses ©Sarah Frances Kelley for The Buying Solution
Sarah Frances Kelley for The Buying Solution
Will Watson, Head of The Buying Solution

Will Watson, Head of The Buying Solution and specialist buying agent in Prime Central London

“This year has been defined by steady progress and a renewed sense of cohesion across The Buying Solution’s team,” says Will Watson, Head of The Buying Solution and specialist buying agent in Prime Central London. “We are now working more seamlessly between London and the country than ever before, supporting clients whose lives and property needs span both.  

Notably, South West London has been a standout area for The Buying Solution. “Activity in the £3m–£10m bracket outpacing even Prime Central London, reflecting a more grounded domestic market and buyers’ growing appetite for space and value,” Will adds. 

The Country team has seen a more considered pace of activity, shaped largely by limited stock, yet the underlying demand has remained remarkably resilient. “We end the year with a strong and engaged client list, many of whom are increasingly optimistic about 2026 as value improves and the prospect of greater choice returns,” says Will.  

“Across both the London and country markets, the appetite for best-in-class, generational homes remains undimmed, and we’ve been fortunate to guide clients towards some truly exceptional properties.”

London

Giles Elliott, London buying agent, Partner, The Buying Solution

Giles Elliott, Partner, specialist buying agent in Prime Central and North West London

This year’s standout deal reminded me why deep local knowledge and relationships matter so much. A Belgian family moving back to London after 12 years in Singapore were put in contact with me. Initially, they weren’t really sure what a buying agent was or the services we provide. I suggested a driving tour of their preferred area, and we turned into a tiny street by Primrose Hill – their favourite road, as it happened. I know it inside out: 13 buildings, only five or six still whole houses, one recently sold, and another recently let.

Within 24 hours, I had lined up viewings on two of the houses. They trusted me to handle the negotiations, and thanks to a personal connection with a vendor I had worked with years ago, we secured one of the rare houses that never reaches the open market. They chose it not just for space, but for layout, light, garden, location, views and architecture. From start to finish – guiding them, recommending every service provider, and securing the best deal – it felt like one of the best jobs I’ve ever done, adding real value to their whole life, not just the purchase. 

Toto Lambert, The Buying Solution Partner, London

Toto Lambert, Partner, specialist buying agent in Prime Central and South West London

Despite the obvious headwinds over the last 12 months, we’ve still been able to acquire some very special homes for our clients. One highlight is the purchase of a beautifully refurbished house in Chelsea for a lovely couple who divide their time between London and the countryside and were looking for a pied-à-terre. 

They initially set out to find an apartment, but after taking the time to listen and understand how they live, it became clear that a house would suit them far better. While they knew the area socially, we were able to add real value by guiding them through the nuances of particular pockets and architectural styles, keeping the search focused on a small number of preferred streets and saving them a great deal of time and energy. 

Within only a couple of months, we agreed terms on a property that had recently fallen through, securing it for over £500,000 less than it achieved in 2023. We introduced a trusted surveyor, worked seamlessly with their interior designer, and brought the whole purchase together smoothly. 

Looking ahead, I’m genuinely excited for 2026, with wonderful clients and some excellent opportunities on the horizon. 

James Burridge The Buying Solution

James Burridge, Partner, specialist buying agent in in Prime Central and South West London

2025 has been busy, particularly in South West London, where the market has been more active. We acquired five “best in class” houses – most of them substantial projects – for our clients. One was a lovely family house in Clapham Old Town which had not sold for over 40 years. In another transaction, we went to sealed bids with nine other parties. We were not the highest party, but the vendor took comfort from the fact that The Buying Solution being instructed gave our clients extra credibility.  

At the other end of the spectrum, we secured a Knightsbridge flat for a client we’ve been working with for over five years. We paid significantly less than it was marketed for having bided our time for not months but years.

It hasn’t been an easy year: the lack of best-in-class stock has been the biggest frustration. But by focussing on keeping clients grounded, not overpaying and being patient, we’ve managed to access opportunities others wouldn’t find. 

Philip Eastwood, The Buying Solution, Partner, London

Philip Eastwood, Partner, specialist buying agent in Prime Central London

One of the more gratifying moments of my year came from an unabashedly old-school approach. A client and I had narrowed our search to a particular street in Kensington, so I sat down with a fountain pen and wrote to every owner.

It felt almost quaint, but it worked: a lady who had lived in her house for 35 years opened the handwritten envelope, rang me directly, and allowed us to buy her home discreetly, at a fair price, without it ever touching the open market. 

The experience proved, yet again, that personal service is something you show rather than say. While I was having coffee with her, an agent happened to be delivering standard printed leaflets, which she binned instantly. By contrast, a simple handwritten note cut through the impersonal noise of emails and WhatsApps and led not only to the purchase, but to her instruction to help her buy her next home as well. It was a small gesture, but it made all the difference. 

Country

Mark Lawson The Buying Solution

Mark Lawson, Partner, specialist buying agent in the Southern Counties and High Value & Rural Estates

I worked with an international family who knew broadly what they wanted in the UK, but lacked the time, local knowledge and contacts to find it. We showed them 17 properties in their preferred area, advising them on schools, commutability, value and the nuances between more and less desirable pockets. 

They narrowed the search to two properties in Berkshire, both entirely off-market and shown only to us. We coordinated every detail, collecting them from the airport and managing the viewings, before advising on value, negotiation strategy and likely outcomes. 

Once they made their choice, we secured the house at a sensible price, supported by clear comparable evidence. From there, we worked intensively to exchange within two weeks ahead of the November Budget – a process that typically takes a month or more, and often several months without a buying agent and a good lawyer. 

Acting as the “conductor of the orchestra,” we secured the very best surveyors, planners and lawyers to ensure a seamless, successful purchase. It was a textbook illustration of the value of our service. 

Harry Gladwin, Partner, specialist buying agent in the Cotswolds

Harry Gladwin, Partner, specialist buying agent in the Cotswolds

One of the most satisfying moments of the past year was completing a privately arranged purchase in one of the Cotswolds’ most sought-after locations – a property that never reached the open market, for the second time.

I had originally acquired the house privately four years ago through a long-standing contact who owns a significant local estate. By maintaining close relationships with former clients, I became aware that they were considering a move and was able to introduce a new buyer of mine before the wider market had any knowledge that the property might become available.

Given that the house requires substantial work, we had to move quickly to assemble the right professional team – architects, planners, ecologists and solicitors – all at pace. Long-standing personal relationships were critical. People answered the phone, reshuffled diaries and prioritised the project because we have worked together for many years. That collective experience allowed us to structure a transaction that worked well for all parties.

It was a full-circle moment and a clear reminder of what deep local knowledge and a trusted network can genuinely deliver – access, discretion and results that no portal or newcomer could hope to replicate.

Georgina Neil Cotswolds buying agent, The Buying Solution

Georgina Neil, specialist buying agent in the Cotswolds

This year, I worked with British clients who had been living in the US for over two decades and were looking for a base back in the UK. With an eight-hour time difference and demanding work schedules, I became their eyes and ears on the ground, offering flexible support and clear, consistent communication throughout. 

I previewed properties, shared detailed video feedback, and shortlisted only the strongest contenders – saving them time and helping them make confident decisions from overseas.  

I guided them through every stage of the UK buying process and represented them firmly in negotiations. Beyond the search itself, I coordinated seamlessly with agents, surveyors, their solicitor, and a full roster of contractors, a house manager and interior designers. My proactive approach meant we kept momentum throughout, and the clients felt fully supported despite being thousands of miles away. We completed successfully in August. 

Jemma Scott, Partner, specialist buying agent in the North Home Counties

Jemma Scott, Partner, specialist buying agent in the North Home Counties

Looking back over the year, what stands out most is the trust clients continue to place in me. I was fortunate to act for two different clients for the second time – something I never take for granted, particularly when we’re dealing with decisions that genuinely shape their lives. 

It’s also been a year of movement: I’ve helped families relocate from five different countries into the Home Counties, guiding them not just on property but on how to build a life here. Revisiting homes I originally acquired – now mid-transformation, with the vision we mapped out together coming to life – has been especially rewarding. 

I’ve increasingly become the “go-to” buying agent for the North Home Counties for a circle of highly respected professionals who value honesty, integrity, pragmatism and, importantly, a sense of fun. We’re privileged to work with clients often at the top of their game; it’s endlessly fascinating to spending time with them and find out about their worlds. This year alone I’ve learned about housing markets in five countries, the secret to the best plane seats, and – slightly alarmingly – how rapidly AI is reshaping almost everything we do. 

Woman in blue suit jacket with long brown hair looking at camera

Katherine Watters, Partner, specialist buying agent in the Southern Home Counties

One of my most memorable moments this year came from a referral in the summer: a client seeking an equestrian property in West Sussex, though her demanding travel schedule between two houses in Europe meant she expected to begin the search in September. She was keen to move quickly, but time was not on her side – or so it seemed. 

Fortunately, I was already aware of an exceptional off-market property that I had acquired for the current owner nearly two decades earlier. With long-standing relationships in place, I was able to arrange immediate access. What followed was a remarkably swift and seamless process: we agreed terms, exchanged and completed before she had even expected to start looking.  

It was a satisfying reminder of the value of deep market knowledge, trusted networks and being ready to act the moment an opportunity appears. 

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The Key Equestrian Property Market Trends in 2026

Posted on by Rosalind Sack

Equestrian sport is on the rise. Participation in riding in the UK has risen to 3.2 million in the last 12 months, while the equestrian industry generates £1.2 billion in annual social value, according to new research by British Equestrian. Nonetheless, it’s a sector that isn’t immune to wider economic factors which impact the whole market; from families looking for a home with paddocks, to professional riders searching for specialist facilities. Katherine Watters, our equestrian specialist and Partner in the Southern Home Counties, identifies the dominant trends she expects to see influencing the UK’s equestrian property market in 2026.

Katherine Watters in The Buying Solution equestrian kit sat on steps of horsebox

Higher livery costs will continue to impact demand

As the cost of livery has risen sharply so, too, has the demand for equestrian properties and I expect to see that continue throughout 2026.

You can now expect to pay anything up to £1,500 a month for full competition livery on a yard with comprehensive facilities; a significant cost, particularly if you have more than one horse. Many yards have stopped offering DIY or assisted DIY/part livery as they have found that it is simply not viable from a cost perspective.

The reason for this price rise is two-fold. The industry has long relied on low-paid, often cash-in-hand labour, but new rules ensuring proper contracts, benefits and working conditions have significantly increased staffing costs. The cost of hay this year has also gone through the roof, as a result of drought conditions earlier in the year reducing crop yields, and increasing production costs.

Two recent clients took a long-term view and combined their home with private facilities, employing their own staff rather than paying escalating livery bills. One had dreamed of seeing her horses from the kitchen window – now she finds it genuinely more cost-effective to keep her own yard.

More property decisions will hinge on geography and planning

2026 will see no change in the enduring core geographical hotspots for each discipline. A lot of event riders, professionals and owners choose the M40 corridor as a geographical base for its access around the country. While the polo fraternity often focus their attentions around Ascot and Windsor in Berkshire for Guards Polo Club, or the Midhurst area in West Sussex for the annual Gold Cup season held at Cowdray Park.

The areas around Lambourn in Berkshire and Newmarket in Suffolk remain the heart of UK racing, where many trainers favour the topography for both training facilities and stud farms.

Dressage riders are more geographically dispersed and I am seeing them increasingly follow the European norm of requiring an indoor school with full facilities. Yet exceptional houses with equally strong equestrian facilities are extremely rare. So as more people consider building their own, I expect that in 2026 we will see search priorities shifting from location to planning feasibility.

It’s important to remember, however, that equestrian planning is complex and local councils – especially those with a National Park – rarely favour large-scale development. This is why it’s vital to work with a specialised planning expert who can assess existing facilities, outbuildings, agricultural ties and land use, to fully understand long-term potential. I work with an excellent independent planning consultant who can identify required changes of use and plan facilities that meet Local Policy Frameworks.

Access to UK ports has long been important to professional riders and in 2026 we will see this becoming increasingly significant for serious amateurs, with all disciplines benefiting from strong European circuits and prize money.

Katherine Watters - a woman in blue outfit riding a black horse in a competition

We will continue to see cyclical demand, particularly in the rental market

The British Eventing circuit runs from March through to the end of October and is considered one of the best in the world, thanks to our renowned Badminton and Burghley 5-star events.

I am often contacted by riders or their Federations seeking a UK base to buy or rent for three- to four-year cycles while campaigning for Olympic or World Equestrian Games selection, and I expect to see this cyclical demand continuing throughout 2026.

The polo fraternity also used to be quite cyclical. Yet with rising travel costs, many patrons now seek permanent UK bases and winter their ponies here, rather than moving teams of up to 100 horses and 25 grooms between tours. I expect to see this becoming ever-more popular in areas like Sussex and Surrey where it can be a significant six-month income stream for landowners.

Rising investment in the equestrian sector will filter down

Investment in equestrian competition in the UK is increasing and I expect that it will only continue to climb throughout 2026. We are seeing evermore significant sponsorship deals of the most prestigious showgrounds and events filtering through the sector. The BBC has started to put equestrian sports back on their mainstream schedule now, too; proof of increasing popularity and interest. If you ask any equestrian enthusiast, it was never Christmas until Olympia was on the television!

I also expect to see a continued rise in interest in UK breeding, building on the record-breaking sport horse auction sales and growing demand from wealthy global investors, particularly in the high-end market.

The Brilliance Auction, Breen Equestrian and the Billy Stud auctions have secured Britain’s place on the global sport horse auction map.

We will see a growing demand for legacy properties

Equestrian property continues to be a smart long-term investment and throughout 2026 I expect to see more buyers creating legacy establishments, especially in breeding.

The key factors in legacy value are those you cannot change: location and access. Even horsebox size can determine viability – country lanes, overhanging trees, gate widths and turning circles all matter. The tiniest details have to be carefully considered.

Land quality, facilities, infrastructure, potential for expansion and adaptability, as well as legal and financial due diligence also remain key.

Katherine Watters smiling after competing on a brown horse

There will be even greater need for specialist guidance

With ever more complexities in the market and a limited supply of best-in-class opportunities, having impartial, expert guidance for buyers will be more important than ever in 2026.

For many, equestrian terminology can feel like a foreign language, which is why it’s vital to have a specialist who can decipher the nuances of each discipline and the distinctly different facilities that it requires.

It’s also important to be aware that many of the finest equestrian properties are sold off market, or at least access is private. In close-knit areas, properties often change hands behind closed doors, making it crucial to have specialist representation to help you to infiltrate those circles.

While there are some excellent selling agents specialising in equestrian properties, there remain very few buying agents with the required depth or breadth of knowledge. I’ve been around horses all my life – from Pony Club to owning horses competing at the World Equestrian Games, Badminton and Burghley, and time based in professional yards with Olympic riders. Having worked with and helped many riders, owners and patrons, as well as national federations, I have a comprehensive understanding of both private and commercial set-ups and the nuances of each.

Ultimately, equestrian purchases are about more than facilities: they are about the quiet solitude of time with horses. As Churchill said, “There is something about the outside of a horse that is good for the inside of a man.”

Woman in blue suit jacket with long brown hair looking at camera

Katherine Watters is our equestrian expert and specialist Partner for the Southern Home Counties

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