It’s a testing environment in the prime country house market, Idina Glyn of Mishcon de Reya reports for PrimeResi, with insights from our Partners Mark Lawson and Harry Gladwin.
Speaking to Idina Glyn, Partner in the Private Group at Mishcon de Reya, specialising in advising landed estates, UHNW individuals, rural businesses, and charities, Mark said: “After over 30 years of selling and buying in the country, I have never known such a challenging marketplace.”
Harry notes: “here’s a noticeable flight to quality: buyers are more discerning, less willing to compromise, and very value-conscious, so anything that’s compromised – whether on location, presentation or condition – is sticking.”
As the modern Palladian revival country house Daisy Green in Wotton-under-Edge, Gloucestershire, goes on the market, a recent article in Robb Report shares expert insight from our Cotswolds Partner Harry Gladwinon what the modern Cotswold buyer wants.
Boz Gagovski Photography
It may look like an exceptionally well-preserved 18th-century Cotswolds villa, but Daisy Green in Gloucestershire dates, in fact, to 2011 and was built by the artist and designer Susanna White of Studio Whiteworks and her husband, John.
Writing in Robb Report, journalist Abby Montanez reports that today’s Cotswold buyers seek traditional beauty with modern comfort – and more than just a weekend escape, quoting Harry Gladwin, Head of the Cotswolds Region at The Buying Solution.
For many homeowners, downsizing marks the start of a new chapter – not a step back, but a chance to simplify and refocus. With the right advice, the process can be practical, efficient and surprisingly rewarding, writes Georgina Neil, our Cotswolds Buying Agent
After decades spent enjoying a large family home – typically bought when owners were in their 40s – many find that the once distant plan of downsizing suddenly becomes an urgent necessity when they reach their 70s or 80s.
Without preparation, this shift can feel rushed, emotionally taxing and costlier than expected. But approached early and on one’s own terms, with time, clarity and expert advice, downsizing can offer not only freedom but genuine enjoyment and the promise of a fresh start.
In my experience, the most successful moves happen before they become a necessity. Clients who downsize while they are still in robust good health and can carefully consider what really matters without the pressure of illness, bereavement or financial strain usually fare best. Crucially, they can take the time to get it right.
But downsizing is rarely as straightforward – or as cost-saving – as some might expect. In prime markets like the Cotswolds, competition is fierce. At the £1.5m to £3m level, the best houses – on the edge of a village, with views, privacy and a manageable garden – often sell off-market and fast. Many clients arrive assuming they can buy a scaled-down version of their family home, complete with drawing room, dining room and space for grand furniture. As a result, many are surprised to find how little £2m now buys when expectations are shaped by a larger, older house.
Successful downsizers quickly learn that priorities must shift. Energy efficiency, ease of maintenance and future-proofing win out over period features and sprawling grounds. The flexibility which comes with lock-up-and-leave security, a sensible garden, practical location and no requirement for staff becomes increasingly attractive.
This is not simply observation. According to new research from the Open Property Data Association (OPDA), older homeowners are increasingly ready for this kind of change. More than a third (34%) of those aged 65–74 who bought in the last five years chose to downsize, rising to nearly half (47%) of those aged 75 and over. The appetite for simpler living is clear. Yet the barriers remain: long transaction times are cited as the main frustration by 55% of buyers aged 65–74 – and by a striking 68% of those over 75. Many would welcome more efficient, digital processes to reduce the stress and delay that so often dog these moves.
These frustrations highlight why working with an experienced buying agent has never been more valuable. For many later-life movers, this may be the first time they’ve navigated the property market in 30 or 40 years – a period during which prices, processes and expectations have changed dramatically. A good buying agent brings market insight, negotiation skill, and crucially, access to properties that may never reach the open market. But beyond that, we act as a steady hand, guiding our clients through unfamiliar territory, helping to prioritise needs over wants, spotting potential problems early, and ensuring that decisions are made with clarity and confidence – and not under pressure. This guidance can make the difference between a smooth, rewarding transition and a stressful, costly mistake.
We also help to gently challenge assumptions. Clients may insist they don’t want a barn conversion – until they walk into one with an extraordinary view and charm to match. They may dismiss a semi-detached house – until they realise it offers the perfect village location and privacy they crave. They simply won’t know until they see it for themselves; curiosity and open-mindedness are key.
Location also takes on fresh importance when people decide to downsize. Many clients want to stay in the same village – or at least close by – but with less property and acreage to maintain. Others make bigger moves, to be nearer family or familiar holiday spots from their childhoods. Few want to sacrifice a proper garden (even if smaller) or guest bedrooms for visiting friends and family. The practicality and hubbub offered by a village provides both reassurance and entertainment. After decades spent relying on the car, it can be refreshing to have restaurants, cafés, a cinema or theatre – as well as a good doctor’s surgery – on your doorstep.
While downsizing offers plenty of benefits, we also appreciate what a significant and often emotional process it can be. Our role extends far beyond viewings and negotiations. We become sounding boards – especially for clients who may be widowed or handling finances alone for the first time in decades. Many of these conversations are personal, touching on health, family and legacy, and it is a privilege to be taken into our clients’ confidence.
Our deep personal knowledge of the areas we represent means we can offer highly specific local knowledge and suggest villages and micro-locations that suit not only a client’s wish-list but their pace of life and social interests. We can also make introductions to removals companies, surveyors, solicitors, builders, unpacking companies – even the local golf or bridge club. This matters more than ever when buyers are relocating to areas they barely know – sometimes hundreds of miles from their old communities. A house, after all, is only part of the story. The life built around it matters just as much.
Done well, downsizing is not a loss – it’s a liberation. Less house often means more freedom: fewer ties, fewer worries, more time to travel or pursue other interests. It is about taking control of the next chapter of life while the choice is still yours to make.
Those who embrace this process with clarity and the right guidance usually find it far more rewarding than they ever expected.
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.
These two elegant enclaves of central London are enjoying something of a quiet renaissance. And for buyers who are open-minded – and savvy – there’s real opportunity to be found, writes Will Watson, Head of The Buying Solution
Sarah Frances Kelley for The Buying Solution
With the RHS Chelsea Flower Show just around the corner, Chelsea and Belgravia – two of the grande dames of Prime Central London – are looking their botanical best. These are neighbourhoods I know intimately, and lately, I’ve found myself encouraging clients to take a second look.
I’ll say it plainly: these two London enclaves haven’t been in vogue recently. They’ve been somewhat edged out of the spotlight by the likes of Notting Hill, Holland Park and Kensington, where demand has surged post-Covid thanks to their broader layouts, lateral space and larger gardens.
But for those willing to broaden their search, Chelsea and Belgravia currently represent some of the best value we’ve seen in over a decade.
The Price Gap That’s Turning Heads
In today’s market, price per square foot is telling. You can now buy in parts of Chelsea and Belgravia for close to £1,500 per square foot. To put that in context, that’s comparable to what you’d pay in some parts of South West London. For Prime Central London postcodes with internationally recognised names, that’s remarkable.
Why the softness? Quite simply, demand hasn’t been as fierce. While overseas buyers and Brits alike have flocked to buzzy West London hotspots, Chelsea and Belgravia have seen quieter activity. That might sound like a disadvantage – but from a buyer’s point of view, it’s exactly the sort of window of opportunity we look for.
Sarah Frances Kelley for The Buying Solution
Chelsea: Character, Creativity and Enduring Appeal
Few corners of Prime Central London balance polish and personality quite like Chelsea. Stylish without being showy, it manages the elusive feat of feeling both cosmopolitan and neighbourly – a rarity among its ultra-prime peers.
One of Chelsea’s real strengths is its sense of community. Around the garden squares such as Carlyle, Chelsea and Burton Court – residents come together for seasonal events, weekend markets and school holidays. There’s a rhythm to life here that’s genuinely fulfilling and sets Chelsea apart from shinier but more transient enclaves nearby.
Architecturally, Chelsea is a pleasingly eclectic affair. From Georgian and Victorian townhouses to Arts and Crafts gems and Edwardian villas, it offers more variety than you might expect. That mix makes it feel layered and interesting – never sterile.
The King’s Road still hums with energy, albeit more considered than its 1960s heyday. Today’s blend of designer flagships and independent boutiques gives it a retail relevance that continues to draw discerning shoppers. The Duke of York Square fine food market, held every Saturday, is a weekend staple, and the two-year £46 million refurbishment of Sloane Street has brought a welcome gloss to this already prestigious postcode.
But perhaps Chelsea’s most compelling asset is its artistic pedigree. The blue plaques scattered through the neighbourhood read like a Who’s Who of British cultural history. J.M.W. Turner painted marine scenes just off Cheyne Walk. The Pre-Raphaelites – Rossetti, Holman Hunt, Collier – settled here for the light and the company. Bram Stoker, author of Dracula, lived on St Leonard’s Terrace. The Chelsea Arts Club, founded in 1890, became a hub for creative exchange, and by the 1920s the area boasted the highest concentration of professional artists in London. The author of Mary Poppins, P.L. Travers, lived and worked at 50 Smith Street, just off the King’s Road.
And this artistic tradition continued. From the creation of The Beatles’ seminal Sgt. Pepper’s Lonely Hearts Club Band album cover at Chelsea Manor Studios to punk’s genesis on the King’s Road with Vivienne Westwood and Malcolm McLaren. Today, the Saatchi Gallery in Duke of York Square continues to champion new and provocative talent.
Add to that the Royal Court Theatre’s trailblazing programming – most recently Giant, starring John Lithgow, which transferred to the West End – plus proximity to the South Kensington museums, Battersea Park’s green expanse, and a choice of high-performing schools, and Chelsea’s appeal becomes clear. It is that rare thing: a prime London address with genuine soul.
Sarah Frances Kelley for The Buying Solution
Belgravia: Classical Beauty, Renewed Energy
Belgravia, meanwhile, has always been a symbol of timeless London: grand terraces, private garden squares, and a sense of old-world elegance you simply can’t recreate. Once home to Prime Ministers, actors and rock stars, Belgravia’s cultural cachet is still a draw. What’s exciting today is that it’s being subtly revitalised, attracting a younger buyer.
You only need to walk down Motcomb Street – now pedestrianised and full of life – to feel the change. Independent boutiques, refined restaurants such as Michelin-starred Pétrus by Gordon Ramsay and Amaya, as well as destination hotels The Berkeley and The Hari hotel, give it an international energy. Then there’s Elizabeth Street, near Chester Square – regarded as one of the prettiest streets in London – and full of independent boutiques and cosy pubs and restaurants. It’s where you’ll find the Jo Loves flagship store, famed milliner Philip Treacy, and Samantha Cameron’s label Cefinn, as well as Summerill & Bishop for homeware and the Tomtom Cigars and coffee lounge.
Yes, the architecture here can be formal – these are tall, narrow townhouses, many of them listed. But they’re also beautiful. Eaton Square, Belgrave Square, Chesham Place – these are some of the capital’s most iconic addresses. And for those who value heritage, privacy and centrality, Belgravia is hard to beat.
Its location is one of its strongest assets. You’re on the doorstep of Mayfair, Hyde Park, Sloane Street and the West End – and yet, Belgravia remains incredibly serene. It’s perfect for buyers who want classic London with a dash of discretion. It may not shout for attention – but it quietly impresses.
Why Buy Now?
As well as being neighbours, what ties Chelsea and Belgravia together is their current positioning in the market. While other neighbourhoods such as Notting Hill or Kensington have surged in recent years, Chelsea and Belgravia have remained more stable. And that’s where the opportunity lies.
If you’re buying for the long term, these are well-established, globally recognised locations with incredible fundamentals: beautiful architecture, prime positioning, world-class retail and culture. And because they haven’t been in the spotlight recently, they offer genuine value.
Which is Right for You?
If you want quiet grandeur, proximity to the West End, and architectural consistency, Belgravia delivers. If you’re after a neighbourhood atmosphere, variety and a strong community feel, Chelsea has the edge.
They’re not trying to be trendy, and that’s their strength. These are areas that know who they are – and right now, they offer a compelling combination of stability, style and long-term value.
So when clients ask me where to focus their search in Prime Central London today, I often say: don’t follow the noise. Instead, look where the foundations are strongest – and the future still quietly promising. Chelsea and Belgravia might just surprise you.
Our Head of the Cotswolds Harry Gladwin spoke to Lauren Almeida from The Guardian about why a significant proportion of his clients are now Americans looking to settle in this idyllic pocket of the English Countryside.
Sarah Frances Kelley for The Buying Solution
“There are multiple draws: it is a safe place to hold properties; young families often want to have a holiday home with a view to spending more time here in the long term; and older couples who want to spend more time in the UK use it as a stepping stone into Europe,” says Harry.
For those looking to balance a manageable commute to London with a true country lifestyle, the Hampshire Valleys are emerging as a quiet powerhouse in the county’s prime property landscape. With their combination of unspoilt natural beauty, vibrant villages, attractive houses and excellent connectivity to London, the Candover, Meon, Test, Itchen and Bourne valleys offer a rarefied market that is both under the radar and highly resilient, writes our Southern Counties specialist Jake Civardi
When my wife and I left London in 2010 with a new baby and a growing sense that the city no longer suited the life we wanted, we went in search of somewhere with a sense of place. We found it in Hampshire.
We wanted open countryside within reach of London, access to excellent schools, and a village life that felt authentic and meaningful. But over time — and now having spent more than a decade advising clients on their own transitions — I’ve come to understand more clearly why the Hampshire Valleys hold such enduring appeal.
Rural Connectivity
The Hampshire Valleys form the backbone of this unique part of southern England. The River Test — widely regarded as the birthplace of modern fly fishing — flows through some of the country’s most ecologically rich and unspoilt chalk streams, globally rare and crystal-clear, threading their way through farmland, rolling downland and pretty villages which serve as vibrant community hubs.
Despite their bucolic appeal, these valleys remain exceptionally well connected. Many of my clients are surprised to discover just how accessible the area is — often expecting a greater compromise on commuting in exchange for rural tranquillity. Yet a train from Basingstoke reaches London Waterloo in just 45 minutes, while Winchester offers a direct journey in around an hour. The A3 and M3 provide fast road access to London and the wider southeast, and with Gatwick, Heathrow and Southampton airports all within easy reach, national and international travel is remarkably straightforward for such a rural setting.
The Right Place
When clients are considering a move to the country, my advice is to remember it’s not all about buying a pretty house, it’s about being in the right place. Having a local hub is incredibly important for making a successful move.
For example, Longstock in the Test Valley is a lovely little Hampshire village: it has a pub (the Peat Spade Inn), it has a community, and is right next to the desirable town of Stockbridge on the River Test. It ticks a lot of boxes. So, are you more likely to consider a plainer house here than a charming cottage on the outskirts of Andover? Absolutely.
What draws people here isn’t just aesthetics; it’s the Hampshire Valleys’ unique access. Bordered by Dorset, Wiltshire, Berkshire, Surrey and West Sussex, there is a vast array of activities within striking distance. Within an hour you can be sailing on the Solent, paddleboarding down the Beaulieu River in the New Forest, or hiking the South Downs or North Wessex Downs.
Whilst elsewhere in the country village pubs may be struggling, here in Hampshire we’re spoiled for choice. The Chestnut Horse in Easton near Winchester on the Avington Estate was recently refurbished by its new owners to include beautifully decorated rooms and a deli. The Greyhound on the Test in Stockbridge is a local favourite, while the popular Woolpack Inn in Totford, is currently being refurbished, as is the Purefoy Arms in Preston Candover.
The School Factor
The Hampshire Valleys are also home to some of the country’s most respected schools, both state and independent, many of which draw families out of London year after year.
In Winchester, St Swithun’s is a leading independent girls’ school with an outstanding reputation. The Pilgrims’ School, located next to the cathedral is regarded as a feeder school for Winchester College which needs little introduction.
Younger families often look to Twyford School, just outside Winchester, which consistently comes up in conversations with relocating parents. Likewise, Farleigh school near Andover offers an exceptional Catholic co-ed prep experience.
Among the state options, Perins School in Arlesford and the sixth form Peter Symonds College in Winchester both have sterling reputations, with a high rate of students winning places at Oxford or Cambridge.
And for families with children already at top senior schools, Hampshire’s location is hard to beat — Eton, Radley and Marlborough (my former school) are all within easy reach, making weekly or even daily travel feasible.
The Long View
What has preserved the distinctive character of the Hampshire Valleys is long-term stewardship. With several significant landowners in the area, it is protected from development, while the limited supply of housing stock helps to underpin the Hampshire Valleys’ long-term value.
Having made the move myself, I bring clarity to the process — evaluating not just the house, but the village, the connectivity, the flood risk, the broadband, and yes, whether the pub is open on a Monday. As a local, I’m often first to hear about new properties which may be coming to market.
Prices here seldom make headlines, but demand for the best houses — Georgian red brick, river frontage, secondary accommodation or potential for regenerative land use — is intense. This is a discreet, opaque market where much of the best property never sees the open market. For buyers prioritising land, legacy and low-profile luxury, local knowledge and trusted access aren’t just helpful — they’re indispensable.
For those seeking more than just a house — whether for family, balance or a new pace of life — the Hampshire Valleys offer something rare: understated beauty, deep-rooted community and long-term resilience.
Jake Civardi is our specialist Partner in the Southern Counties.
For news, expert commentary and invaluable property insight, subscribe to The Insider, our quarterly newsletter, here.
Head of The Buying Solution, Will Watson, speaks to Arabella Youens at The London Magazine about the essential ingredients of a forever family home in London. He discusses our clients’ priorities when looking for a home that will adapt to growing children and shifting priorities for years to come.
One of the oldest areas in London, Hampstead speaks to both history and modern-day luxury with its sweeping views, architectural elegance and unique cultural backbone. Our North London specialist, Giles Elliott, uncovers what makes this part of the city such a special place to live
I’ve had the privilege of exploring hundreds of houses in Hampstead during the many years that I have worked as both a selling and buying agent in North London. The area’s rich history and architectural pedigree is endlessly fascinating and the people and stories of Hampstead are what make it unique.
I pride myself on knowing every detail of the houses here; from the ceiling height in the living room, to the view from the bedroom, even the noise level – or lack of – in the garden.
When I first start working with a client, I encourage them to go on a driving tour of the area to decipher exactly what they need, where they want to be and the kind of home they are looking for. I really listen to them so I can precisely tailor my search and save them so much time. Even if they’ve already been looking for six months, I can show them areas or streets that they didn’t know existed.
I’ve recently worked with an Australian academic relocating to work at a British university; an English lady who’s downsizing; a Hollywood A-list couple… Every search is very different, but my clients agree that Hampstead is a truly special place to call home.
A Rich History
The name ‘Hampstead’ derives from the Anglo-Saxon ‘Hamestede’ meaning homestead and it is shown as a small farm in The Domesday Book. In the 17th century it emerged as a popular resort for London’s wealthy looking for a retreat outside of the polluted city and it is still surrounded by greenery.
In those early days, there were just a handful of large merchant’s houses here that would go on to shape Hampstead’s legacy. The oldest of which is Fenton House, now owned by The National Trust, which was built by William Eades in the late 17th century.
Over the next few years eight to ten important houses dotted the landscape; homes for Earls, Lords and landowners who wanted to capitalise on the beauty and seclusion of the area. As the village developed, plots of land were sold off and houses were built for workers or renters, creating the fabric of the area we know today.
Hampstead has long attracted creatives and visionaries and its fascinating museums and exhibition spaces celebrate this heritage. The final home of the founder of psychoanalysis Sigmund Freud on Maresfield Gardens is now the Freud Museum, while the regency villa on Keats Grove where poet John Keats lived is now Keats House museum. There’s Burgh House, the Grade 1-listed Queen Anne house in Hampstead Village, Kenwood House on the edge of the Heath and 2 Willow Road; an innovative Modernist home designed by architect Erno Goldfinger, now owned by the National Trust.
It’s also an eye-spy of English Heritage blue plaques in Hampstead, with 60 of them marking the homes of its famous residents through the years, including composer Arthur Bliss on East Health Road, actor Richard Burton on Lyndhurst Road and artist Kate Greenaway on Frognal.
A Wellness Hub
Long before it became a popular destination for actors, writers and musicians, Hampstead was highly regarded for its clean water and fresh air. People from across London, particularly during the plague, flocked to Hampstead’s ancient Heath which is home to a large number of natural springs once believed to have healing powers.
The health benefits of Hampstead’s vast 790-acre Heath are still sought out today, offering tennis and athletics facilities, plenty of walks taking in fantastic views and its outdoor natural bathing ponds – open for brave swimmers year-round. Whenever I take people on a driving tour, I take them to see Judges Walk on the Heath, once a fashionable place for promenading which was painted by John Constable. Nearby is a huge web of fascinating little lanes and cottages – it doesn’t feel like you’re in the middle of London.
A popular pocket of Hampstead is the fantastically-named Vale of Health; a quiet cluster of houses cut into the Heath, which feels almost rural. Charming Victorian homes sit on winding, gravel lanes and many of these houses overlook one of Hampstead’s lesser-known ponds. Although I wouldn’t swim in that one, unless you want a belly full of tadpoles! Novelist and poet D.H. Lawrence lived at 1 Byron Villas on the Vale of Health in 1915 and it’s here that Bridget Jones lives in the latest film, Bridget Jones: Mad About the Boy.
Nearby Well Walk was established in the late 17th century as a public wells and pump room at the source of the Chalybeate Springs. The drinking fountain on Well Walk, at the foot of Wells Passage, commemorates the spa. The artist John Constable famously lived and died at the Grade II* listed number 40 Well Walk. Many of the houses on the street are Grade II listed and any existing original floor tiles, fireplaces and cornicing in these houses make them really special.
Hampstead’s Prettiest Roads
To the East of the village, Downshire Hill is one of the most picturesque roads in Hampstead, lined with Georgian, stucco-fronted cottages that sell for between £4–£8 million. Nearby Gainsborough Gardens, a private crescent around a peaceful communal garden, is another popular location, particularly for families. Many of its large Victorian houses are Grade II listed and were designed and developed by various different architects throughout the late 19th century. Well Walk has huge appeal for its history and beautiful architecture and Keats Grove is another popular road with a rich heritage.
To the West of the village is popular Redington Road, with Victorian houses, some lovely Edwardian Arts and Crafts style houses, even a beautiful new build block of flats. While the Village is hugely popular because of its shops and tube, the further you venture from it, the bigger the gardens. Leafy Templewood Avenue, which runs parallel to Redington Road is also very popular.
For a very different feel, Prospect Place off Holly Walk is magic. Built in 1796, it’s home to four cottages that you can only reach by walking alongside the cemetery. Alongside it is Benham’s Place built in 1813. You won’t find them on the map and you feel like you’re in the middle of the countryside here, despite being so close to the High Street.
Hampstead’s Most Coveted Houses
Not far away is Cannon Place, where you’ll find one of Hampstead’s most famous properties: Cannon Hall, home to a number of magistrates throughout the 1800s. They would hold trials in the billiard room before sending those found guilty down to The Clink. It later became actor Gerald du Maurier’s family home where his daughter, the renowned novelist Daphne grew up. This historic six-bedroom home with a swimming pool and half an acre of land sold for £28 million in 2015.
Tucked behind what was the Old Parish Lock Up, where you can still see the fantastic barred windows built into the garden wall of Cannon Hall, is number 11 Cannon Lane. Built in what was the grounds of Cannon Hall and designed by local architect Edward Greenaway, this is a very funky contemporary house with no stairs – just ramps everywhere.
There are 10-15 large, important, expensive houses full of history in Hampstead and by pure coincidence seven of them are for sale at the moment, which is unheard of. Many of these now sit between houses from all sorts of different periods and architectural styles, which I love. It’s so fascinating to see how this old village has evolved.
One of my favourite Hampstead houses is the Grade I-listed Georgian Romney’s House on Holly Bush Hill. It used to be the assembly hall and there’s a balcony where the speaker addressed the Lords – the first floor has 18ft ceiling heights. It’s phenomenal, I want to buy it! If it was right for a client, I would point it out from day one. George Romney was a famous artist and he lived in the house behind, which is currently for sale for £18m for the first time since 1992. It’s absolutely magical and it was a pleasure to see inside it recently.
If you like antiques and classic cars then Hampstead’s historic houses are for you. I, personally, would only ever buy a period property because I love high ceilings, open fireplaces and character. Buying a historic home here comes with a sense of stewardship and responsibility to protect and preserve its history. You’re the custodian of a slice of London’s history, which is very special indeed.
Giles Elliott is our specialist Partner in North and North-West London.
For news, expert commentary and invaluable property insight, subscribe to The Insider, our quarterly newsletter, here.
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 female team behind The Buying Solution
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.
One of the most experienced buying agents in the country, our Partner Mark Lawson specialises in high value residential and rural estates, and has bought some of the most expensive and complex properties during the 30 years he has worked in the industry. A recent feature in Fieldsports Journal highlighted the immeasurable benefit that Mark – as with our entire team of buying agents – brings to his clients…
Mark provides clients with access to the whole market, ensuring they don’t miss that one unique opportunity. Over 80% of the properties he has bought in the last three years have not been openly advertised.
Mark saves busy clients time by previewing every property and advising whether a visit is worthwhile.
If a property is suitable, Mark produces a detailed pre-purchase report so buyers know everything – warts and all – before they commit.
Mark handles all negotiations, organises the necessary surveys and assists with day-to-day communications to ease the purchase process.
For expert guidance with your next property search, contact our specialist team here.
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