Head of The Buying Solution, Will Watson, speaks to Arabella Youens at The London Magazine about the essential ingredients for 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.
Read the article here.
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.
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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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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…
For expert guidance with your next property search, contact our specialist team here.
Our Partner Mark Lawson spoke to Ruth Bloomfield at The Spectator about gazundering – when a home-buyer reduces their offer at the 11th hour, and gets away with it. “There is a degree of playing chicken – who will blink first?” says Mark.
Read the article here.
Sitting on the picturesque border between Berkshire and Oxfordshire, the Goring Gap is emerging as a highly coveted property hotspot in the North Home Counties. Our Partner in the region, Jemma Scott, explains why it is such a compelling destination, particularly for those looking to relocate from London.
People moving out of London are moving further than ever before, according to the latest statistics. Londoners bought 5.7 per cent of homes (50,020 properties) sold outside of the capital in 2024, with the average number of miles moved ever-increasing from the pre-Covid average.
While many of those migrating West are familiar with Henley-on-Thames and Marlow – both exceptional riverside towns – pushing on a little further, the area around the Goring Gap offers more for your money while still being a prime Home Counties location.
Here, the River Thames has carved through the chalk hills to form a tree-lined gorge between the Chiltern Hills and the North Wessex Downs, considered one of the most dramatic locations along the length of the river.
Comprising the twinned villages of Goring and Streatley – which sit on either side of the river, linked by a road bridge – and surrounding villages, this area offers a special blend of natural beauty, community and strategic accessibility.
The Goring Gap lies within a protected landscape, formerly designated as an Area of Outstanding Natural Beauty and now part of the National Landscapes initiative. This status ensures that the area’s countryside is largely shielded from development, offering prospective buyers a sense of permanence and peace.
The Labour government’s relaxation of the rules around development has resulted in a huge amount of uncertainty about the changing planning landscape. Whatever your view on this, we have a national shortage of housing which needs to be addressed, and there is currently lots of building work in progress around Didcot, Abingdon, Chalgrove, outside Oxford, Benson and around Wallingford, then to the south around Reading. So this protected status brings a huge amount of reassurance to buyers in the Goring Gap region.
With a myriad of footpaths, bridleways and the much-loved Thames Path, all with magnificent countryside views in every direction, the region boasts exceptional opportunities for hiking, riding, cycling and sailing. The nearby Royal Berkshire Shooting School, Goring and Streatley Golf Club and the National Trust-owned Basildon Park are hugely popular with all ages.
While geographically slightly further from London than the likes of Henley and Marlow, the Goring Gap still benefits from excellent connectivity into the capital. Nearby Reading is the last stop on the Elizabeth Line with fast trains cutting through the city every ten minutes.
However, many of my clients find that they prefer to commute to London on the GWR from smaller stations on routes that may take slightly longer but offer a calmer experience. Goring and Streatley’s railway station provides direct links to London Paddington and Didcot also has a very convenient trainline. Of course, the M4 and M40 corridors also provide easy road access to major towns and cities, including Reading, Oxford and beyond. There are plenty of choices.
For families considering the area, its proximity to well-regarded schools is another strong draw. These include the renowned Moulsford Prep School, Cranford School in Moulsford, The Oratory in Woodcote and St Andrew’s in Pangbourne – previously attended by Catherine, Princess of Wales. There are also a number of OFSTED-rated ‘Outstanding’ state schools and village primaries in the area.
The housing stock in the Goring Gap is as diverse as its landscape. Within Goring itself, you’ll find modern family homes, while the surrounding hills offer significant properties, including mansion houses and farmhouses. As you head east toward Henley, the quintessential English countryside mix of old rectories, manor houses and charming cottages offers a great deal of choice.
Recently, I helped a family relocate from London to a beautiful manor house just outside Pangbourne – a ten-minute drive down river from Goring and Streatley. There really is something for everyone here; from substantial rural properties to delightful village homes.
Streatley, on the opposite bank of the Thames, complements Goring with its own array of attractive properties and amenities. Notably, it’s home to The Swan country house hotel, a highly regarded café-deli and an exceptional hardware shop. Further up the river you have The Stokes, Basildon and its surrounds and The Astons which are all very pretty villages.
For discerning buyers, the Goring Gap presents an exceptional opportunity to secure both a beautiful home at a competitive price and an enviable lifestyle within a community that takes a great deal of pride in their villages.
With in-depth knowledge of the local market together with established networks, The Buying Solution can advise and unlock access to the finest properties for our clients, often before they reach the open market. We take time to understand our clients’ unique needs and carefully match them with exceptional properties that fit, and often exceed, their requirements. Our experience allows us to handle negotiations seamlessly and secure the perfect home at the right price.
Jemma Scott is our Partner in the North Home Counties
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In recent years, service charges have risen dramatically, placing increasing pressure on buyers considering property in Central London. Our vastly experienced Partner Philip Eastwood explains what is driving the rises and how to ensure a sound investment.
Service charges on leasehold properties in Central London have risen exponentially in recent years. The Property Institute reports that between 2019 and 2024, the average service charges across the UK increased by 41%, compared with a rising inflation rate of 23% in the same period. In London, service charges typically stand at 24% above the average for England and Wales.
This hike is largely driven by rising energy costs, escalating insurance premiums and the natural ageing of high-specification developments. Buyers who are not attuned to these costs could easily find themselves burdened with unexpectedly high outgoings that far outweigh the standard of services, making the guidance of a specialist buying agent crucial.
A confluence of factors has created the perfect storm for rising service charges. Many large developments purchase utilities at commercial rather than residential rates, which has led to exponential increases in energy costs. Insurance premiums have also risen, while maintenance expenses continue to grow as buildings age.
Luxury developments that once seemed to offer an attractive lifestyle with impeccable communal areas and amenities such as pools, gyms and concierge services are now seeing the reality of long-term upkeep. A 10- to 15-year-old development requires significant reinvestment, with costs frequently passed on to residents. The result? Service charges that can now represent a staggering percentage of a property’s value.
The impact is particularly noticeable in concierge buildings, where charges have soared, sometimes exceeding 1% of the property’s purchase price annually. Buyers will accept high charges in return for impeccable service and premium facilities; you only have to look at the number of first-class restaurants and hotels in London which are frantically busy despite charging huge amounts. Yet there is an understandable resistance to charges that feel disproportionate to the quality received – and demand for such properties is likely to suffer as a result.
Before committing to a property with a service charge, a meticulous evaluation is essential. Buyers should be asking:
There’s little point in investing heavily in a beautifully refurbished apartment if the building itself is not well maintained – akin to upgrading a luxury suite on a ship that is no longer seaworthy.
Navigating the complexities of service charges requires more than a cursory glance at the figures. With limited transparency from many selling agents, buyers often do not receive the full picture until they are deep into the legal process of the purchase.
We ensure that service charge details are scrutinised from the outset, asking the pertinent questions that others might prefer to avoid and pushing for clear answers. How much of the charge goes to actual maintenance rather than management fees? Are future capital works planned? Are costs likely to rise further?
Too often, service charges are dismissed with a casual ‘it is what it is’– but for buyers, especially those purchasing as an investment, these figures matter. I recently came across a rather nice two-bedroom, 1,200-square-foot apartment in Battersea for a client’s daughter with an annual service charge of £5,000. When added to council tax, utility bills and mortgage payments, the overall financial burden is significant. Such figures are dissuading buyers and will ultimately impact property values.
By engaging with a specialist buying agent, buyers gain an essential advantage. Our ability to dig into the finer details, challenge ambiguous charges and provide informed guidance can make all the difference between securing a sound investment and acquiring a financial liability. In a market where costs are only set to rise, this level of diligence is more important than ever.
Philip Eastwood is our specialist Partner in London
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The UK government’s decision to add VAT to private school fees which came into play this month, framed as a move to reduce inequality, is sparking debate beyond education. Whilst it is too early to say what definitive impact this increase will make, early signs suggest it could have significant ripple effects on the British property market, says Katherine Watters, The Buying Solution’s Partner for the Southern Home Counties.
A Strain on Family Budgets
The imposition of VAT on private school fees adds up to 20% to already substantial costs, creating a financial pinch point for many middle-income families. For wealthier households – those insulated by substantial assets and high incomes – this change is unlikely to significantly alter their choices. The most prestigious private schools will likely retain their exclusivity, with little effort to moderate fees. On the contrary, these institutions may even double down on their elite status, becoming less accessible to a broader demographic.
However, for dual-income families balancing private school fees with rising mortgage costs and the higher cost of living, the VAT increase is proving to be a tipping point. Anecdotes from my region of Surrey and Sussex already indicate that families are considering pulling children out of private schools and transitioning to the state sector, or exploring international opportunities in order to afford the school fees for their choice of schools. I am aware of three local families who have recently accepted lucrative overseas job postings, driven directly by the financial impact of VAT on school fees. With their children already registered at top-tier institutions like Eton, relocating abroad has become their only viable option to fulfil their educational plans. Such stories underscore the financial gymnastics now required to maintain private education.
State Schools and Grammar Catchment Areas: Property Hotspots
The shift in demand toward state schools, particularly grammar schools, is already impacting the property market. As families reconsider private education, catchment areas for top-performing state schools are becoming increasingly competitive. There are currently 163 state-funded grammar schools across England with the largest number found in Kent (38), London (19), Lincolnshire (15), Buckinghamshire (13), Essex (eight) and Birmingham (eight). Proximity to a strong state or grammar school has always been a draw, but the new pressure from families exiting the private system is likely to intensify the scramble for homes in these coveted zones.
Conversely, areas around smaller private schools, which were previously buoyed by steady enrolment, could face cooling property prices. Many such schools are consolidating to survive – forming federations to pool resources and remain viable. While this consolidation secures the future of these schools, it signals potential declines in local property demand as families reconsider their educational priorities.
Implications for the State Sector
The migration from private to state schools may also have unintended consequences for the state education system, which is already under pressure. Increased demand for places in top-performing schools will push local councils to expand capacity, potentially altering the dynamics of residential areas. Overcrowding and stretched resources could create a new set of challenges, driving further polarisation within the education system. Simultaneously, the influx of higher-income families into the state system may fuel rising house prices in well-regarded school districts.
Mortgage Pressures and Downsizing Decisions
The broader economic context – high interest rates and mortgage costs – is exacerbating the strain. Families who leveraged historically low interest rates to trade up the property ladder are now grappling with significantly higher monthly repayments. This shift is reducing disposable income previously allocated to private school fees, luxury purchases, or travel.
As a result, some homeowners are quietly putting their properties on the market which presents opportunities for buyers. Downsizing is emerging as a strategic move, freeing up equity to cover school fees or reduce mortgage payments. This trend is evident in commuter belts like Surrey and Sussex, where large family homes are appearing in private sales. Such moves illustrate a recalibration of priorities, with families opting to downsize their homes to preserve educational aspirations.
A Mixed Market Outlook
In the broader property market, the VAT policy is contributing to a landscape that is already complex. The post-COVID property boom, characterised by inflated prices and fierce competition, is normalising. Some regions, particularly in the super-prime market, are seeing more realistic valuations and renewed activity. However, stock remains limited, and affordability continues to dominate decision-making for many.
For agents operating in commuter towns and popular rural locations, the mood is cautiously optimistic. Valuations and transactions are picking up, and spring 2025 is expected to bring more movement as vendors and buyers adapt to the new normal. Catchment areas for strong state schools and accessible rural hotspots, such as the Surrey Hills and the South Downs, are likely to remain resilient.
How The Buying Solution Can Help
As with many fiscal policies, the effects of VAT on private schools will fully reveal themselves over time – and possibly the law of unintended consequences – rippling through education, property and lifestyle choices. For families, schools and property markets alike, adaptation will be key in navigating this period of transformation. Our specialist buying agents, together with our network of leading education consultants, can offer highly personalised advice on everything from catchment areas and desirable locations to ensuring you make a sustainable investment, helping you to make confident and well-informed decisions for you and your family.
Katherine Watters is our specialist Partner for the Southern Home Counties
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Wellness now shapes the way we choose to live and where we call home, says Toto Lambert, The Buying Solution’s specialist Partner in London – and also a yoga teacher and qualified nutritional therapist. Here, she discusses emerging trends and how our expert buying agents can secure exceptional properties designed to elevate the wellbeing of our clients.
Wellness is big business and the UK is leading the way in Europe, with the industry in this country estimated to be worth over US $223 billion. Evolving into more than just a personal pursuit, wellness has become a defining factor in how we live and where we choose to call home. At the forefront of this movement is the growing demand for properties that support and enhance our sense of wellbeing, reflecting both environmental and technological trends.
For those navigating the complex and competitive property market in London and the Southern Counties, the expertise of a specialist buying agency is invaluable in sourcing homes that cater to these shifting priorities.
Wellness tech, from AI-powered wearables to sleep-optimisation devices, has seen a meteoric rise. Tools like WHOOP health monitors, Oura Rings, and devices designed for nervous system regulation are no longer niche accessories; they’ve become lifestyle staples for many.
How we set up our homes to accommodate wellness tech and AI is becoming ever more important. The implication for properties is clear; spaces need to adapt. Homes with integrated smart systems or the potential to incorporate such technologies are in high demand. Whether it’s a bedroom designed for smart sleep tracking or room layouts that allow for unobtrusive tech integration, the modern home is becoming a wellness hub.
In tandem with technological trends, there’s a growing emphasis on environmental wellness – both within the home and its surrounding environment.
Internally, clients are seeking homes that allow for serene, restorative spaces. Zen dens – tranquil zones designed for digital detox – are replacing the traditional man cave, reflecting a shift towards relaxation and recovery over recreation. Reformer rooms for Pilates or spaces dedicated to Nordic wellness practices like infrared saunas and ice baths are becoming coveted features.
Externally, proximity to green spaces remains a top priority; a demand accelerated by the pandemic that shows no sign of slowing down. Areas such as Hampstead with its famous outdoor swimming ponds on the Heath, Richmond with its 10-acre Ham Lake outdoor pool within a large nature reserve, and neighbouring areas to Hyde Park which houses the Serpentine Lido, are all excellent choices for wellness-oriented buyers.
The design of the property itself plays a crucial role in supporting wellness. A wealth of natural light – essential for mental health and vitality – is a non-negotiable for many buyers. Soundproofed interiors and bedrooms positioned in quieter areas of the home are also in high demand, reflecting a desire to minimise stress and maximise rest. More intimate spaces dedicated to calming pursuits are being carved out; with the likes of flower rooms, listening rooms, even star-gazing rooms growing in popularity. Our extensive network of leading architects and interior designers is uniquely equipped to expertly craft these highly sought-after spaces in any new home.
Freehold homes offer greater flexibility to add bespoke features such as smart saunas, reformer rooms, or dedicated relaxation areas. I have even seen hyperbaric oxygen chambers – favoured by athletes for recovery – installed in private homes. Apartments, meanwhile, are not exempt; balconies are increasingly being adapted for wellness, housing everything from compact ice baths to zen-inspired switch-off areas.
Geographical considerations are just as critical. Beyond green spaces, buyers are looking for areas with better air quality, less noise pollution and a village-like feel. Outer London regions such as Richmond (pictured), Wimbledon and Dulwich offer a slower pace of life while retaining easy access to the city’s amenities, and we are expertly-placed to advise on property in these areas.
This trend aligns with a broader desire for wellness on a community scale, with buyers valuing proximity to yoga studios, community saunas and outdoor swimming facilities where they can benefit from a personal connection with others.
Navigating the complexities of sourcing a property that supports a holistic approach to wellness requires extensive market expertise and a highly tailored approach. Our specialist buying agents at The Buying Solution have an intimate understanding of both client needs and market dynamics, making us best placed to identify properties that meet exacting wellness criteria.
By understanding the nuances of these trends, we not only save clients precious time but also provide a highly competitive edge in securing properties that might otherwise be overlooked.
Toto Lambert is our specialist Partner in London
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As 2024 draws to a close, Will Watson, Head of The Buying Solution, reflects on a year of change, growth and opportunity.
As I reflect on 2024, it’s clear that this has been a transformative year for The Buying Solution and for me personally. Taking on the role of Head of The Buying Solution in May was a great privilege and offered me an opportunity to reinvigorate the business. My goal was to inject fresh energy into the firm and create a culture that reflects our ambition and expertise. Now, as the year comes to a close, I’m proud of the strides we’ve made together as a team.
One of the most exciting developments has been strengthening our team with three exceptional hires: Toto Lambert as Partner in our London office, Katherine Watters as Partner covering the Southern Home Counties, and Georgina Neil as a Buying Agent covering the Cotswolds. Each of them brings unique perspectives and expertise that have already made a significant impact on our business and brought a new dimension to it. As female Partners, Katherine and Toto have not only enhanced our reach but also broadened our professional and personal networks in London and the country. Watching their contributions complement our existing strengths has been a real highlight for me.
Fostering a collaborative and unified culture at The Buying Solution has been another key priority. Seeing this camaraderie between colleagues and mutual support take shape has been hugely rewarding.
One of the most gratifying trends has been the surge in client referrals. This year, more than ever, we’ve had past clients recommending our services to friends and family, which is a testament to the trust we’ve built. It’s this reputation that enables us to unlock opportunities that others simply can’t access. In fact, over 60% of the properties we’ve secured for clients this year have been off-market – a true reflection of our ability to deliver beyond the ordinary.
From a market perspective, 2024 has certainly had its uncertainties. Yet, we’ve seen a marked resilience, especially in London. The capital remains a focal point for global wealth, despite the political and economic noise. While some headlines might suggest an exodus, the reality is different. Clients have explored alternatives – Milan, Dubai, the US – but time and again, they return to London, drawn by its unparalleled lifestyle, culture, and connectivity. Yes, it’s always been an expensive city, and it’s becoming more so, but for those who understand its value, there’s simply no substitute.
Looking beyond London, the well-trodden path from city to countryside has continued to appeal, with clients seeking more space and a change of pace. One of my colleagues shared a story about a family moving to a rural spot in the Home Counties. Initially, they had reservations about leaving London, but with guidance and support, they made the leap – and haven’t looked back. These moments, where we help clients find not just a house but a true home, are what make this work so fulfilling.
Of course, our role is not just to facilitate; it’s to advise. There have been times this year when we’ve had to counsel clients against properties they initially thought they wanted. In one instance, a family fell for a house that, while charming, was in the wrong location and would have been a financial and emotional burden. After detailed discussions, they trusted our advice, held off, and ultimately secured a property far better suited to their needs. These are the decisions that define our commitment to our clients’ best interests.
Our reach continues to expand as well. This year, we’ve worked with clients from across the globe, including Japan and Finland, navigating language barriers and cultural differences to deliver exceptional results. Building long-term relationships is at the heart of what we do, and there’s no greater compliment than a returning client.
As we head into 2025, I remain cautiously optimistic. While uncertainties persist –whether around government policies or the broader economy – London and the UK’s enduring appeal will undoubtedly prevail.
What’s particularly intriguing right now is that we’re navigating what I believe is the bottom of the market. There are some excellent buying opportunities for those ready to act. Nervous sellers who’ve been waiting to move on are now willing to negotiate, making December and early 2025 an ideal time to buy. I anticipate that as sentiment improves – perhaps as early as next year – we’ll see confidence return which could harden seller’s positions within the market, so this current window is one to seize.
At The Buying Solution, we are proud to stand beside our clients, offering trusted advice, unrivalled access, and a deep understanding of the market. Whether it’s navigating the complexities of the current climate or securing a dream home, we are here to ensure our clients are always one step ahead.
Will Watson is Head of The Buying Solution
If you wish to discuss your property requirements, we’d be delighted to assist you. Contact the team here.
