To pay for private school fees, growing numbers of families are rethinking where they live rather than compromise on their children’s education, reports Alexandra Goss in The Telegraph. It’s a trend that our Cotswolds buying agent Georgina Neil is seeing first hand, as she highlights in the article.
Sarah Frances Kelley for The Buying Solution
Rising school fees, following the addition of VAT, are redefining property decisions – especially above £1.2m, reports Alexandra Goss in The Telegraph.
“The dream is over for many ‘upsizers’ as school fees and the cost of running these homes – and the transactional costs of buying them in the first place – have become prohibitive for many,” our Cotswolds buying agent Georgina Neil comments in the article.
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 is The Buying Solution’s Partner in the North Home Counties
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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.
Britons who settled in Dubai attracted by its perceived safety are contacting luxury property agents to arrange emergency £5,000-a-week rentals in London, writes David Byers in The Times. Will Watson, Head of The Buying Solution, shares his insights.
As property agents report at 15% increase in enquiries from the UAE, Britons who relocated to Dubai are anxious to return to the UK, reports David Byers in The Times. Will Watson, Head of The Buying Solution, and currently acting on behalf of three Dubai-based clients, offers his observations.
Once an integral part of the orderly running of a stately home, service bells fell out of use with the dawn of modern technology. But as our Partner Mark Lawson shares with Lucy Clayton in the Financial Times, these once anachronistic artefacts are enjoying a revival.
From summoning a breakfast tray to requesting a nightcap, service bells have been used since the mid-18th century to ensure the smooth running of stately homes and large houses. As Lucy Clayton reports in the Financial Times, they are now being installed as part of contemporary house renovations, both for aesthetic and practical reasons. Mark Lawson, our Partner for the Southern Counties & High Value Residential & Rural Estates, shares his insights.
Some 13 per cent of prime sales in the Cotswolds in 2025 were to Americans, report Melissa York and David Byers in The Times. Our Partner and Head of the Cotswold Harry Gladwin shared his insights.
Sarah Frances Kelley for The Buying Solution
The Cotswolds is continuing to see a surge of American buyers – and the region is taking note. Melissa York and David Byers writing in The Times explore how the area is adapting to their tastes, with our Partner Harry Gladwin highlighting why the Cotswolds appeals so strongly: top schools, beautiful homes, and lifestyle destinations like Estelle Manor and Soho Farmhouse.
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.
While the Cotswolds’ famed ‘golden triangle’ often grabs the headlines, the lesser-known ‘Northwolds’ – the northernmost villages of the Cotswolds – is where buyers can still find genuine value. Writing in The Standard, local resident Nicky Rampley-Clarke explores the area’s growing appeal, with expert insight from our partner Harry Gladwin, Head of the Cotswolds region.
Having relocated to the north Cotswolds from Tooting – via a spell in suburban Surrey – writer Nicky Rampley-Clarke reflects in The Standard on the appeal and relative value of the so-called ‘Northwolds’: a triangle of Oxfordshire countryside framed by Shipston-on-Stour, Deddington and Banbury.
Within easy reach of Burford, Kingham and Stow-on-the-Wold, yet developing a buzzy social scene and identity of its own, the area offers a compelling alternative to the traditional Cotswold hotspots. As our Partner Harry Gladwin notes, values here can sit 10–15 per cent below comparable properties in the more established prime villages – without sacrificing access, charm or community.
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.
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.
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.
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.
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 MRICS is our Partner in the Southern Counties and a specialist in High Value Residential and Rural Estates.
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