What are wealthy USA buyers looking for when purchasing a house in London?

I recently visited clients in New York to discuss opportunities and investments in the prime central London market.

The Buying Solution had a record year in 2022, our 19th year of business, and an important part of our success is overseas UHNW buyers from North America.

When I arrived in New York, it was clear that the City had undergone a significant transformation with many new buildings, parks, and other public spaces. For example, the Hudson Yards development, which opened in 2019, added a massive new complex of offices, residences, shops, and restaurants to the City’s west side. New York City has also seen improvements in transportation in recent years, with the expansion of bike lanes and the introduction of bike-sharing programs and new subway stations.

During my trip, I documented five key areas that USA buyers are considering when purchasing a house in London:

The market is in their favour

USA buyers can expect to pay less for a property in London compared with a few years ago. With stamp duty increases, Brexit and COVID, the average price for a property in central London is currently about 20 per cent below its peak in 2014. Also, in currency terms, the dollar is still relatively strong. However, buyers must act quickly to take advantage of the exchange rate.

London’s energy and culture

In a recent Financial Times article, I met with a wealthy buyer in Chiltern Firehouse – a restaurant and hotel in Marylebone. His family office was advising him to buy in Switzerland or Italy, but he sat with me, and the place was busy and vibrant. He said, “This is why I want to come to London. I may pay more tax, but life is for living”. He was right. London’s energy is difficult to beat – therefore, a move from New York to London means that a buyer does not experience a culture shock when they arrive – there is plenty to keep the family occupied. The food & beverage scene in London is second to none.

Discretion & safety

Privacy and security are top concerns for wealthy USA buyers, so features such as gated entrances, security patrols and ample outdoor lighting are some of the most essential. London is one of the safest cities in the world but security is still a concern and we have an excellent professional network to ensure our clients are comfortable with their new surroundings.

Design features

London is a design capital and is, therefore ideal for buyers looking for homes with unique architectural features, high-end finishes, and top-of-the-line appliances. In addition, design features like swimming pools, home theatres, wine cellars, private gyms, home technology and elevators feature heavily in London houses. Therefore, the types of properties desired by UHNW individuals can be found in London, if they are using the right buying agency.

Education & schools

The education system in London is strong and accommodates overseas students at both undergraduate and graduate levels. It is relatively easy to relocate to London with children of all ages and expect them to hit the ground running with their educational goals. We can also advise clients on which locations in London offer the most popular schools and then what that local housing market looks like.  

If you want to learn more about The Buying Solution and how we work with overseas buyers, please drop me a line.

The Buying Solution in the Daily Mail

Jemma Scott of The Buying Solution speaks to the Daily Mail about the rise in buyers looking for homes in the “commuter” area.

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The Buying Solution in The Telegraph

Jemma Scott and Mark Lawson speak to Jessica Doyle of The Telegraph on what you should consider when renovating your home.

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The Buying Solution in The Sunday Times

Mark Lawson of The Buying Solution speaks to David Byers of The Sunday Times on those home improvements that could devalue your property.

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What is happening with the UK land market?

As a buying agent for over 30 years, I can confirm – there is something strange going on with the UK land market!

As we witness the erosion of basic payment subsidies until they reach zero in 2027, one would expect more land to come to the market. Especially given that for many, the subsidy payments represented their profits. There should also, therefore, be less interest from potential buyers. Oddly, this is not the case.

Supply of farmland is always short, but the last 3-years have been historically low, with Farmers Weekly registering around 100,000 acres selling on the open market each year. We know there is an active private market, but supply remains historically short.

Savills have recently reported an increase to 16,700 acres being actively marketed in Q1. Strutt & Parker suggest 4,300 acres in Q1 – still very low overall levels of supply. 

On the other hand, demand seems to be growing exponentially (despite the reduced financial yield, which typically would be no more than 1-2% on the financial investment). The traditional typical buyer remains:

  1. Farmers looking to expand to spread their fixed costs and to enable them to farm more efficiently.
  2. Wealthy individuals wanting a large garden, privacy, sports, or to ‘rewild’ – even though many do not know what this actually means – but want to be seen to be doing the proper thing and give them ultimate bragging rights. 
  3. Canny individuals wanting to benefit from the inheritance tax savings available through Agricultural Property Relief.
  4. Equally canny individuals hedging against inflation. Land prices have performed exceptionally well recently and in the very long term.
  5. Roll-over buyers postponing payment of Capital Gains Tax. We all know that farmers who sell land for development will always want to buy more land because it is what they love and understand – these buyers are focused and determined as they have a 3-year window to roll over their gain before paying tax.
  6. Investors and developers keen to grow houses or enter the ever-growing renewables market.

There is new breed of buyer in town

From November 2023, any developer developing a site of more than 10 houses or an area of more than 0.5 hectares will have to leave the site in a 10% better condition (in terms of biodiversity) than before their development started.  

The priority is to achieve an ‘on-site’ solution, but if this is not possible, the developer can use ‘off-site’ land to achieve this improvement goal. This has already led to developers, investors and even local authorities purchasing land with a view to helping developers to achieve their Biodiversity Net Gain targets.

Global warming has created opportunities for landowners to assist with carbon sequestration. This has attracted forward-thinking individuals, investors and businesses interested in the potential future value of carbon capture and the potential for the sale of carbon credits.

It isn’t proving easy to read the tea leaves as to the future of land values

We would expect the supply of land to increase as many farmers finally realise it is time to call it a day. With the reduction in subsidy payments, those not prepared to or able to invest or innovate will find making a profit increasingly difficult – in addition, they can currently benefit by taking retirement and utilising the lump sum payments for the last remaining years of the Basic Payment Scheme

The question remains – how much supply will increase, and how much the current huge demand will be able to absorb?

Land prices have reached the highest levels yet seen, with average arable prices of between £10,000 – £12,000 per acre, with figures in excess of £15,000 per acre being paid in special cases.

No doubt the outcome will gradually play out over the next 3 or 4 years – one thing we do know about land is that they aren’t making any more of it, and every English man loves his castle. Get in touch if you would like to carry on the conversation.

The Buying Solution in The Times

The Buying Solution’s Harry Gladwin speaks to David Byers of The Times about what can be expected in the spring property market.

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The Buying Solution in The Times

Jemma Scott of The Buying Solution speaks to David Byers about the desirability of commuter towns.

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The Buying Solution in The Spectator

The Buying Solution’s Harry Gladwin speaks to Liz Rowlinson of The Spectator on the popularity of padel courts in property.

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The Buying Solution in The Daily Telegraph

Jemma Scott of The Buying Solution speaks to Arabella Youens of The Daily Telegraph about multi-generational homes.

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The Buying Solution in The Times

Jake Civardi of The Buying Solution speaks to Jayne Dowle of The Times about the popularity of the coastal peninsula, Sandbanks.

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