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.
Head of The Buying Solution, Will Watson, has decades of experience navigating London’s property market at its highest levels, having held senior roles on the selling side before moving into buying. Here he shares what he has learnt about trust, success and managing risk
There is no such thing as a ‘perfect’ market
I cannot recall a more unpredictable market than the one we find ourselves navigating today. Domestic politics feels unusually fluid, global events continue to shock, and the six-month outlook is unclear – let alone the five-year view. Even the near-term leadership of the country is uncertain day to day.
In my experience, property decisions, at their best, aren’t driven by forecasts or speculation. They’re made based on your personal circumstances: your life, your priorities, and your timing. That has rarely felt more relevant.
We appear to be bouncing along the bottom of the market, but cycles always turn. Consider the discussion around non-dom taxation. Italy’s flat annual regime has already drawn buyers to Milan, though many would have preferred to remain in London. Were a comparable policy introduced here, it would materially alter sentiment. For now, however, London presents unusually compelling value for domestic buyers with a medium-to long-term view. In some instances, properties are transacting at circa 30% below their listed price from just two years ago.
Writing at the tail-end of Winter, the market is seasonally quieter, and transaction volumes are lighter – but deals are still being done. In fact, we’re notably busy. Our clients recognise that thinner competition before the Spring market gains momentum offers a strategic window. Particularly where sellers who failed to secure a buyer in 2025 have become more pragmatic.
Ultimately, buying property is less about reacting to headlines and more about recognising when your own circumstances align with opportunity.
The best property isn’t about price per square foot
It is easy to get fixated on numbers and what you feel you should be paying per square foot. But comparable data is just a guide and, more often than not, it doesn’t give the full picture of a property. A truly special house is hard to repeat and rare to trade; we may only see its like once every few years at best. Therefore, if you find a property that you really want and you are trying to be too clever on pricing, someone will likely beat you to it – and you might never get that opportunity again.
One of my longest-standing clients, a seasoned international buyer with properties around the world, once told me his strategy. He buys the best available asset when he needs it. That might mean a one-bedroom apartment in Chelsea for a child at £2m, or a detached family house in Holland Park for £30m+. The price point is secondary, the quality is not.
He has never been preoccupied with pounds per square foot or comparable evidence. By focusing instead on rarity and quality, those acquisitions have consistently proven to be exceptional homes, as well as a reliable store of wealth. He is frequently approached about selling one of his properties, as demand remains strong for the best, despite the unpredictability of the current market.
He summed it to me up perfectly: “We’ll buy what we need to buy, and we’ll pay what we need to pay – if it’s rare.”It is advice I’ve carried ever since. Focus on the unique, the hard-to-repeat, and the rest usually takes care of itself. After all, whether it’s property, a car, a watch, or any rare asset, scarcity ensures there is always a buyer.
You can’t eliminate risk, but you can control it
Almost every buyer worries about overpaying. No one wants to complete on a house only to discover six months later that it might have been secured for 10% less. Yet waiting doesn’t guarantee a better deal. After all, a positive political shift or a surge in the market could just as easily result in you paying 10% more – and finding the right property will often take longer than you think.
I always remind my clients that we want to buy from someone that genuinely wants – or needs – to sell. Much of the prime market is made up of discretionary sellers with inflated expectations. As a result, agreeing sensible terms can be protracted or even unworkable, or simply take longer than most of our clients’ search windows allow. This is particularly true at the higher price points in both the London and countryside markets.
There are also practical risks to weigh. You may buy an immaculate turnkey home to avoid the disruption of building work, only for a neighbour to start a major three-year renovation. In Central London, almost every street has at least one ongoing project, so the risk is real. Our role is to conduct thorough due diligence – not only on the property itself, but on the immediate surroundings, neighbouring ownership and any pending planning applications – so that disruption is assessed before contracts are exchanged, not afterwards.
Security is another consideration. Headlines can be alarmist, but London hasn’t emptied out; rather, security has become part of the brief. Beyond aesthetics, we assess infrastructure – plumbing, electrics, access points – and, where appropriate, bring in specialist advisers to evaluate risk properly. The aim is proportionate protection, giving you peace of mind without letting fear drive your choices.
In short, concerns about overpaying, noisy neighbours and security are justified, but none are deal-breakers if you are well informed. That’s what separates a cautious buyer from a confident one.
Integrity is the real measure of success
The first transaction I completed as a buying agent was in Marylebone – an area I didn’t know well at the time.
The client came to me through a professional contact. He was renting locally and wanted to buy a house nearby. I was candid: I had not yet bought in Marylebone, but I knew exactly what made an exceptional house and I promised him my full focus. That honesty mattered. He trusted me, and I secured him a remarkable house just off Marylebone High Street, complete with a rare roof terrace. He is still there today – and over the years, he has become a friend and introduced me to many of his contacts who have become clients over the years.
Honesty, integrity and truthfulness aren’t buzzwords; they have guided me from day one, and are central to everything I do. The emphasis is not on completing transactions for their own sake, but on protecting our clients’ interests – we take that responsibility very seriously and have little tolerance for market noise, poor instructions and chronic overpricing.
I represent my clients as I would family or close friends. Success, for me, is not about money, off-market deals, or outmanoeuvring another buyer, it is measured by finding the house they have been dreaming of at a price they are comfortable with and knowing that we made that possible for them.
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.
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 our clients fall into two distinct camps. About 40 per cent are domestic family buyers; 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.
We often meet them at the point of fatigue. One client we worked with recently 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. We 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 The Buying Solution, 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.
We work with many overseas clients who will only spend part of the year in London, and time is of the essence. In our very first viewing tour, often compressed into a single, tightly planned visit, we will endeavour to narrow their search to the exact postcodes that genuinely suited them.
Should they attempt this alone, they will likely be fielding calls from upwards of 50 agents, attempting to triangulate neighbourhood nuance remotely and booking scattergun viewings during short visits. Instead, we offer clarity. Speed, in this context, 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, we are 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. We can have clients who begin their search adamant they want a flat. Through the process, it becomes clear that what they would truly value is their own front door and a certain sense of privacy. We will ultimately secure 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 our clients, that is precisely the point.
Meet The Buying Solution’s London team here. For news, expert commentary and invaluable property insight, subscribe to The Insider, our quarterly newsletter, here.
As wealthy buyers from the US, Asia and the Middle East continue to acquire manor houses and large estates in the Cotswolds, John Gapper reports for the Financial Times on how the region has become a global brand akin to the Hamptons in Long Island, and agents are competing for fees. Harry Gladwin, our Partner and Head of the Cotswolds shared his personal insights.
The Cotswolds’ iconic ‘golden triangle’ – stretching from Chipping Norton to Stow-on-the-Wold and Burford – is fast becoming a magnet for Ultra High Net Worth international buyers seeking historic manor houses and sprawling estates. As John Gapper reports for the Financial Times, the region’s allure now rivals elite destinations such as the Hamptons, attracting wealthy clients from the US, Asia and the Middle East. Harry Gladwin, our Partner and Head of the Cotswolds, shares his expert insights into this booming market, and the rise in agents operating in the area.
As increasing numbers of American buyers seek homes in the Cotswolds, CNN’s Business Reporter Anna Cooban reports on the region’s appeal, with insights fromour Partner and Head of the Cotswolds, Harry Gladwin.
Sarah Frances Kelley for The Buying Solution
In the past 12-18 months, the number of American clients registering with The Buying Solution looking for property in the Cotswolds has grown by around 30%, reflecting the ever-increasing popularity of the area. CNN’s Business Reporter Anna Cooban explores this trend and speaks to Harry Gladwin, our Partner and Head of the Cotswolds, about the region’s appeal.
With American buyers pouring into the Cotswolds, this quintessentially English region is undergoing a striking transformation, Joshua Nelken-Zitser writes for Business Insider. Our Partner, Harry Gladwin, explores what’s driving the influx — and its long-term implications.
Sarah Frances Kelley for The Buying Solution
The wave of high-profile American visitors or residents in the Cotswolds – from Taylor Swift and Ellen DeGeneres to JD Vance – has turned this bucolic stretch of countryside into one of the UK’s buzziest enclaves. Their arrival comes amid a record surge in US visitors and soaring spending across the UK, as wealthy travellers increasingly look to stay, not just holiday. Now, with applications for British citizenship hitting unprecedented highs, our Partner and Head of the Cotswolds, Harry Gladwin, shares his insights with Business Insider on what’s driving the boom.
With the Chancellor’s so-called ‘mansion tax’ in her Budget less severe than anticipated, wealthy buyers are returning to the London market, Emma Haslett reports for The Observer, with insights from Will Watson, Head of The Buying Solution.
Sarah Frances Kelley for The Buying Solution
After months of sluggish growth – fuelled in part by uncertainty over what Chancellor Rachel Reeves’ Budget might contain – the property market is beginning to stir again, writes Emma Haslett for The Observer. Will Watson reflects on clients’ reactions in the days since the announcement and sets out his expectations for 2026.
With Chancellor Rachel Reeves’ Budget now unveiled, Will Watson, Head of The Buying Solution, assesses its implications for the property market – and specifically what it means for buyers.
Clarity in policy underpins everything in our industry, and after weeks of fevered speculation, Chancellor Rachel Reeves’ second Budget has at last delivered it. Within minutes of the OBR’s unprecedented “technical error” that leaked the headlines before she had even taken her place at the despatch box, my phone lit up. One long-standing client messaged simply: “Good news, let’s get going.” Moments later came another: “Let’s make this deal happen now.” The deal in question is just shy of £20 million.
For all the noise surrounding this Budget, the immediate reaction from clients suggests one thing above all: they have not been spooked. In fact, in several cases, the announcements appear to have provided precisely the sense of direction they have been waiting for.
At the centre of the property debate, of course, is the introduction of a so-called ‘mansion tax’ on homes valued above £2 million. It is a politically charged policy that had been hotly debated in the press, and now that it has arrived, its design is both predictable and consequential. The surcharge is structured to mirror council tax bands: £2,500 per year for properties valued between £2 million and £2.5 million, rising in stages to a maximum of £7,500 for homes worth £5 million or more. Implementation will not begin until April 2028, following a revaluation of high-value homes.
It is no surprise that this measure disproportionately affects London and the South-East. In many central postcodes, £2 million buys not extravagance but a decent, if unremarkable, family home. The threshold captures a broad and complex picture – from global investors to retirees who bought their property decades ago and have seen their local markets soar far beyond what their incomes reflect.
Yet for our clients purchasing at the upper end – £5 million and above – the annual levy of £7,500 is unlikely to be a deterrent. To be candid, many had been bracing for more severe measures. In this sense, the Budget may even be received as a relief. But while some buyers may take this in their stride, the behaviour of sellers remains the greater unknown. Some may feel newly emboldened to hold their price, reasoning that the long run-up to implementation removes any inclination to negotiate.
And that long run-up raises another question – one several clients have already put to me directly: has the Chancellor been bold enough? By pushing implementation of the surcharge to 2028, Reeves has given herself and the market time, but she has potentially also created a two-year window for uncertainty to accumulate. If revenues fall short, or if political winds shift, she may be forced to revisit property taxation in next year’s Budget, potentially with sharper measures. The market absorbs a single shock far more cleanly than a series of speculative tremors.
We should also expect some behavioural shifts. Owners of high-value homes who had been weighing whether to downsize may now see clear motivation to transact before 2028, avoiding a recurring annual levy that might otherwise chip away at their financial planning. A wave of such sales could release supply at the top end and, in turn, cool prices that have remained stubbornly insulated from the broader market slowdown. For buyers seeking large family homes or prime assets, this could finally unlock opportunities that have been scarce for several years.
But there is a less discussed and potentially overlooked group: asset-rich, cash-poor owners who cannot or do not wish to sell. For them, the so-called mansion tax may land less like a wealth surcharge and more like a second inheritance tax. While the option to defer payments until a sale provides relief in the short term, it shifts the burden onto heirs, altering the long-term economics of holding high-value property. This group forms part of the “squeezed middle”: owners whose homes have risen dramatically in value, often through no strategic decision of their own, but whose incomes do not match their postcodes.
Despite these complexities, the Budget’s broader impact on market sentiment should not be underestimated. Our economy depends on a housing market that moves – one that allows people to change jobs, start families, downsize, invest and plan. Transactional activity stimulates dozens of industries: construction, architecture, design, removals, retail, finance and more. When sales volumes rise, developers build more. When developers build more, the ladder becomes climbable again.
It is worth remembering, too, that the top end of the property market contributes disproportionately to the wider economy. Encouraging movement here is not an indulgence of the wealthy; it is an economic strategy. High-value transactions generate tax receipts, but they also create liquidity and confidence – two ingredients the housing sector has been sorely lacking.
The Reeves Budget is not radical. It is not without flaws. But after a year defined by hesitation and speculation, it offers clarity – and for many buyers and sellers, this will be enough for them to re-enter the market with purpose. The Chancellor may yet find that her mansion tax has done more to energise the market than to inhibit it.
For now, the early signals are encouraging. Clients who had paused are now progressing. Negotiations have restarted. And if sentiment continues to stabilise, 2026 may be the year the prime property market regains its momentum – not in spite of the Budget, but because of it.
For news, expert commentary and invaluable property insight, subscribe to The Insider, our quarterly newsletter, here.
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