Tag: Property

What I’ve Learnt from 25 Years Advising on London’s Finest Houses

Posted on by Rosalind Sack

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.

Will Watson, Head of The Buying Solution

Will Watson is Head of The Buying Solution

For news, expert commentary and invaluable property insight, subscribe to The Insider, our quarterly newsletter, here.

Seeking Value? Discover the North Cotswolds

Posted on by Jessica Jonzen

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.

North Cotswolds Northamptonshire landscape near Banbury ©Getty Images

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.

Read the article here.

The Buying Agency for Busy People

Posted on by Jessica Jonzen

In prime central London, the process of securing the right home has become increasingly complex and fragmented. For high-performing professionals and internationally based clients alike, the challenge is no longer simply finding property; it is navigating the noise with confidence and efficiency, writes our Partner and London specialist Toto Lambert.

Employees walking to work in the city at sunrise

In the world of prime central London property, time has become the most valuable currency of all. Increasingly, the clients who come to me are not short of means – they are short of hours, headspace and tolerance for the sheer administrative drag that accompanies a London property search.

Roughly 75 per cent of my clients fall into two distinct camps. About 40 per cent are what I call the domestic family buyer; the remaining 35 per cent are overseas buyers. On the surface their circumstances differ, but their core problem is identical: they are time-poor, information-overloaded and in need of someone to cut through the noise. That, in essence, is where The Buying Solution comes into its own.

The Domestic Family Buyer: high-flying and time-poor

The Domestic Family Buyer is typically a professional couple – often in law, finance or tech – who have been renting in London for several years while careers accelerated and life became incrementally busier.

They are usually thoughtful, analytical and perfectly capable of conducting a search themselves. Indeed, many begin that way. But somewhere between their 47th Rightmove alert and their third collapsed chain, the process starts to fray. What they lack is not intelligence or motivation; it is bandwidth.

I often meet them at the point of fatigue. One couple I began working with last autumn had been searching independently for more than three years. They had viewed over 100 properties – a number that would test the patience of even the most enthusiastic house-hunter – and had narrowly lost out on a home they loved. By the time we were introduced, they were disheartened and, more importantly, had lost confidence in their own decision-making.

Our first task was not to find a house. It was to reset the process. We spent time together walking the streets they were drawn to, discussing not only what they liked but also what they did not. I always begin this way. The brief on paper is rarely the brief in practice, and early face time is invaluable in building a three-dimensional picture of how a client actually wants to live.

One of the first houses we viewed together would ultimately become their purchase. But we did not rush. We continued to test the market, using that property as our benchmark: how does this compare? What is genuinely best in class?

Within eight weeks of formally instructing me, we had agreed terms on the right house. For clients who had spent three years circling the market, the contrast was stark. What changed was not the market, it was the filtering.

The Overseas Buyer: rarely on the ground

If the Domestic Buyer is time-poor, the Overseas Buyer faces an additional handicap: distance. These clients – often international professionals or families seeking a London pied-à-terre – may only be in the city every month or two. They simply do not have their feet on the ground. The London market, with its patchwork of micro-locations and opaque practices, can feel particularly impenetrable from afar. For them, the risk is twofold: wasted trips and expensive mistakes.

I am currently working with an overseas client who will only spend part of the year in London. In our very first viewing tour, which was compressed into a single, tightly planned visit, we were able to narrow their search to the exact postcodes that genuinely suited them.

Had they attempted this alone, they would likely have been fielding calls from upwards of 50 agents, attempting to triangulate neighbourhood nuance remotely and booking scattergun viewings during short visits. Instead, within a week of engagement, we had clarity. Speed, in this context, is not about rushing. It is about precision.

Why the modern market overwhelms buyers

Part of the growing demand for buying agents stems from structural change within the London property world itself. Seven or eight years ago, a focused search in an area such as Chelsea or Fulham might have required conversations with five or six estate agencies. Today, the landscape is far more fragmented. Many experienced agents have left large corporates to operate independently in a broker-style model.

The result is a more dispersed, more opaque marketplace. Where once a £4 million search might have involved speaking to eight to ten key players, I am now routinely in contact with north of 40 intermediaries for a single brief. For private buyers attempting to manage this alongside demanding careers, the volume alone can become unmanageable.

Increasingly, clients arrive saying the same thing: ‘we started looking ourselves, but we’ve become overwhelmed.’ Our role as buying agents is to absorb that noise. We review and preview everything that crosses our desks. By the time a client steps into a car with us for a viewing tour, every property has been pre-vetted against their evolving brief. They have one point of contact, one curated schedule and – crucially – confidence that their time is being used efficiently.

Chelsea townhouses ©Sarah Frances Kelley for The Buying Solution
Sarah Frances Kelley for The Buying Solution

The power of relationships and off-market access

Relationships remain the engine of the London buying world. Because we are in constant dialogue with agents, brokers and intermediaries, we are often able to access opportunities before they reach the open market.

Approximately 60 per cent of what we buy at The Buying Solution is off-market. For busy clients, this is not simply about exclusivity; it is about efficiency. If you are only viewing the most relevant opportunities – many of which never appear online – the search becomes markedly more focused.

It also allows us to move quickly when the right property surfaces. One of the most valuable outcomes of our early work with clients is the refinement of the brief. Through repeated viewings and conversations, we develop a very clear sense of what “right” looks like. When it appears, we can act decisively.

When the brief evolves

One of the most interesting aspects of this work is how often initial assumptions shift. I had clients last year who began their search adamant they wanted a flat. Through the process, it became clear that what they truly valued was their own front door and a certain sense of privacy. We ultimately secured a house.

Similarly, buyers frequently begin by insisting they want a turnkey property. Yet when presented with the best property on their favourite street but which requires modest cosmetic work, priorities can recalibrate.

Part of our advisory role is helping clients understand where compromise is sensible and where it is not. How often does this type of house become available? What is genuinely scarce? What can be improved later? These are the judgements that protect both lifestyle and long-term value.

Beyond the property: assembling the right team

Particularly for overseas buyers, the purchase itself is only one component of the process. Many international clients are unfamiliar with the nuances of the London system: leasehold structures, share of freehold arrangements, tax considerations and the choreography of the conveyancing process for starters. Education, delivered quickly and clearly, is essential.

But just as important is team assembly. A smooth purchase requires the right solicitor, sometimes tax advice, occasionally immigration support, and – for relocating families – school consultants. If a property requires work, we introduce trusted builders and designers. The goal is always the same: to create a seamless experience that would be extremely difficult for a time-poor buyer to replicate independently.

Handled correctly, this does not add cost. More often, through careful negotiation and risk management, we save clients multiples of our fee.

Cutting through the noise

At its heart, modern buying agency is as much about clarity as it is about access. For busy professionals, whether London-based or overseas, the property market has become noisier, more fragmented and more time-consuming to navigate alone. The value we provide is focus: one point of contact, whole-of-market coverage and rigorous pre-vetting that ensures every viewing has genuine potential.

In a city where time is increasingly precious, that clarity is often the difference between a draining search and a decisive, confident purchase. And for my clients, that is precisely the point.

The Buying Solution Partner Toto Lambert portrait

Toto Lambert is our Partner in London

For news, expert commentary and invaluable property insight, subscribe to The Insider, our quarterly newsletter, here.

Has the Cotswolds Become a Global Property Brand?

Posted on by Jessica Jonzen

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.

Picturesque Cotswold village of Castle Combe, England

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.

Read the article here.

What is Drawing Americans to the Cotswolds?

Posted on by Jessica Jonzen

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 from our Partner and Head of the Cotswolds, Harry Gladwin.

Cotswolds honey stone house ©Sarah Frances Kelley for The Buying Solution
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.

Watch here.

Our Buying Agents’ Standout Property Deals of 2025

Posted on by Jessica Jonzen

As 2025 comes to a close, The Buying Solution team looks back on the standout property deals of the year that we achieved for our clients. Each transaction showcases how unmatched local knowledge, strategic connections and expert negotiation consistently delivered exceptional results in London and the country’s competitive property markets. If you have ever questioned what a buying agent does and how they add value to the process of buying a property in London or the country, read on…

Chelsea townhouses ©Sarah Frances Kelley for The Buying Solution
Sarah Frances Kelley for The Buying Solution
Will Watson, Head of The Buying Solution

Will Watson, Head of The Buying Solution and specialist buying agent in Prime Central London

“This year has been defined by steady progress and a renewed sense of cohesion across The Buying Solution’s team,” says Will Watson, Head of The Buying Solution and specialist buying agent in Prime Central London. “We are now working more seamlessly between London and the country than ever before, supporting clients whose lives and property needs span both.  

Notably, South West London has been a standout area for The Buying Solution. “Activity in the £3m–£10m bracket outpacing even Prime Central London, reflecting a more grounded domestic market and buyers’ growing appetite for space and value,” Will adds. 

The Country team has seen a more considered pace of activity, shaped largely by limited stock, yet the underlying demand has remained remarkably resilient. “We end the year with a strong and engaged client list, many of whom are increasingly optimistic about 2026 as value improves and the prospect of greater choice returns,” says Will.  

“Across both the London and country markets, the appetite for best-in-class, generational homes remains undimmed, and we’ve been fortunate to guide clients towards some truly exceptional properties.”

London

Giles Elliott, London buying agent, Partner, The Buying Solution

Giles Elliott, Partner, specialist buying agent in Prime Central and North West London

This year’s standout deal reminded me why deep local knowledge and relationships matter so much. A Belgian family moving back to London after 12 years in Singapore were put in contact with me. Initially, they weren’t really sure what a buying agent was or the services we provide. I suggested a driving tour of their preferred area, and we turned into a tiny street by Primrose Hill – their favourite road, as it happened. I know it inside out: 13 buildings, only five or six still whole houses, one recently sold, and another recently let.

Within 24 hours, I had lined up viewings on two of the houses. They trusted me to handle the negotiations, and thanks to a personal connection with a vendor I had worked with years ago, we secured one of the rare houses that never reaches the open market. They chose it not just for space, but for layout, light, garden, location, views and architecture. From start to finish – guiding them, recommending every service provider, and securing the best deal – it felt like one of the best jobs I’ve ever done, adding real value to their whole life, not just the purchase. 

Toto Lambert, The Buying Solution Partner, London

Toto Lambert, Partner, specialist buying agent in Prime Central and South West London

Despite the obvious headwinds over the last 12 months, we’ve still been able to acquire some very special homes for our clients. One highlight is the purchase of a beautifully refurbished house in Chelsea for a lovely couple who divide their time between London and the countryside and were looking for a pied-à-terre. 

They initially set out to find an apartment, but after taking the time to listen and understand how they live, it became clear that a house would suit them far better. While they knew the area socially, we were able to add real value by guiding them through the nuances of particular pockets and architectural styles, keeping the search focused on a small number of preferred streets and saving them a great deal of time and energy. 

Within only a couple of months, we agreed terms on a property that had recently fallen through, securing it for over £500,000 less than it achieved in 2023. We introduced a trusted surveyor, worked seamlessly with their interior designer, and brought the whole purchase together smoothly. 

Looking ahead, I’m genuinely excited for 2026, with wonderful clients and some excellent opportunities on the horizon. 

James Burridge The Buying Solution

James Burridge, Partner, specialist buying agent in in Prime Central and South West London

2025 has been busy, particularly in South West London, where the market has been more active. We acquired five “best in class” houses – most of them substantial projects – for our clients. One was a lovely family house in Clapham Old Town which had not sold for over 40 years. In another transaction, we went to sealed bids with nine other parties. We were not the highest party, but the vendor took comfort from the fact that The Buying Solution being instructed gave our clients extra credibility.  

At the other end of the spectrum, we secured a Knightsbridge flat for a client we’ve been working with for over five years. We paid significantly less than it was marketed for having bided our time for not months but years.

It hasn’t been an easy year: the lack of best-in-class stock has been the biggest frustration. But by focussing on keeping clients grounded, not overpaying and being patient, we’ve managed to access opportunities others wouldn’t find. 

Philip Eastwood, The Buying Solution, Partner, London

Philip Eastwood, Partner, specialist buying agent in Prime Central London

One of the more gratifying moments of my year came from an unabashedly old-school approach. A client and I had narrowed our search to a particular street in Kensington, so I sat down with a fountain pen and wrote to every owner.

It felt almost quaint, but it worked: a lady who had lived in her house for 35 years opened the handwritten envelope, rang me directly, and allowed us to buy her home discreetly, at a fair price, without it ever touching the open market. 

The experience proved, yet again, that personal service is something you show rather than say. While I was having coffee with her, an agent happened to be delivering standard printed leaflets, which she binned instantly. By contrast, a simple handwritten note cut through the impersonal noise of emails and WhatsApps and led not only to the purchase, but to her instruction to help her buy her next home as well. It was a small gesture, but it made all the difference. 

Country

Mark Lawson The Buying Solution

Mark Lawson, Partner, specialist buying agent in the Southern Counties and High Value & Rural Estates

I worked with an international family who knew broadly what they wanted in the UK, but lacked the time, local knowledge and contacts to find it. We showed them 17 properties in their preferred area, advising them on schools, commutability, value and the nuances between more and less desirable pockets. 

They narrowed the search to two properties in Berkshire, both entirely off-market and shown only to us. We coordinated every detail, collecting them from the airport and managing the viewings, before advising on value, negotiation strategy and likely outcomes. 

Once they made their choice, we secured the house at a sensible price, supported by clear comparable evidence. From there, we worked intensively to exchange within two weeks ahead of the November Budget – a process that typically takes a month or more, and often several months without a buying agent and a good lawyer. 

Acting as the “conductor of the orchestra,” we secured the very best surveyors, planners and lawyers to ensure a seamless, successful purchase. It was a textbook illustration of the value of our service. 

Harry Gladwin, Partner, specialist buying agent in the Cotswolds

Harry Gladwin, Partner, specialist buying agent in the Cotswolds

One of the most satisfying moments of the past year was completing a privately arranged purchase in one of the Cotswolds’ most sought-after locations – a property that never reached the open market, for the second time.

I had originally acquired the house privately four years ago through a long-standing contact who owns a significant local estate. By maintaining close relationships with former clients, I became aware that they were considering a move and was able to introduce a new buyer of mine before the wider market had any knowledge that the property might become available.

Given that the house requires substantial work, we had to move quickly to assemble the right professional team – architects, planners, ecologists and solicitors – all at pace. Long-standing personal relationships were critical. People answered the phone, reshuffled diaries and prioritised the project because we have worked together for many years. That collective experience allowed us to structure a transaction that worked well for all parties.

It was a full-circle moment and a clear reminder of what deep local knowledge and a trusted network can genuinely deliver – access, discretion and results that no portal or newcomer could hope to replicate.

Georgina Neil Cotswolds buying agent, The Buying Solution

Georgina Neil, specialist buying agent in the Cotswolds

This year, I worked with British clients who had been living in the US for over two decades and were looking for a base back in the UK. With an eight-hour time difference and demanding work schedules, I became their eyes and ears on the ground, offering flexible support and clear, consistent communication throughout. 

I previewed properties, shared detailed video feedback, and shortlisted only the strongest contenders – saving them time and helping them make confident decisions from overseas.  

I guided them through every stage of the UK buying process and represented them firmly in negotiations. Beyond the search itself, I coordinated seamlessly with agents, surveyors, their solicitor, and a full roster of contractors, a house manager and interior designers. My proactive approach meant we kept momentum throughout, and the clients felt fully supported despite being thousands of miles away. We completed successfully in August. 

Jemma Scott, Partner, specialist buying agent in the North Home Counties

Jemma Scott, Partner, specialist buying agent in the North Home Counties

Looking back over the year, what stands out most is the trust clients continue to place in me. I was fortunate to act for two different clients for the second time – something I never take for granted, particularly when we’re dealing with decisions that genuinely shape their lives. 

It’s also been a year of movement: I’ve helped families relocate from five different countries into the Home Counties, guiding them not just on property but on how to build a life here. Revisiting homes I originally acquired – now mid-transformation, with the vision we mapped out together coming to life – has been especially rewarding. 

I’ve increasingly become the “go-to” buying agent for the North Home Counties for a circle of highly respected professionals who value honesty, integrity, pragmatism and, importantly, a sense of fun. We’re privileged to work with clients often at the top of their game; it’s endlessly fascinating to spending time with them and find out about their worlds. This year alone I’ve learned about housing markets in five countries, the secret to the best plane seats, and – slightly alarmingly – how rapidly AI is reshaping almost everything we do. 

Woman in blue suit jacket with long brown hair looking at camera

Katherine Watters, Partner, specialist buying agent in the Southern Home Counties

One of my most memorable moments this year came from a referral in the summer: a client seeking an equestrian property in West Sussex, though her demanding travel schedule between two houses in Europe meant she expected to begin the search in September. She was keen to move quickly, but time was not on her side – or so it seemed. 

Fortunately, I was already aware of an exceptional off-market property that I had acquired for the current owner nearly two decades earlier. With long-standing relationships in place, I was able to arrange immediate access. What followed was a remarkably swift and seamless process: we agreed terms, exchanged and completed before she had even expected to start looking.  

It was a satisfying reminder of the value of deep market knowledge, trusted networks and being ready to act the moment an opportunity appears. 

For news, expert commentary and invaluable property insight, subscribe to The Insider, our quarterly newsletter, here.

Is American Money Turning the Cotswolds into the Hamptons?

Posted on by Jessica Jonzen

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.

Read the article here.

A Post-Budget Boost to the Property Market

Posted on by Jessica Jonzen

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.

Prime central London townhouses ©Sarah Frances Kelley
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.

Read the article here.

Budget 2025: A Shot of Clarity for a Market Desperate to Move

Posted on by Jessica Jonzen

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.

Will Watson, Head of The Buying Solution

Will Watson is Head of The Buying Solution

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Budget-Proof Your Home to Avoid Mansion Tax

Posted on by Jessica Jonzen

With speculation mounting around a potential ‘mansion tax’ on properties valued above £2 million in Chancellor Rachel Reeves’ Autumn Budget, our Partners Harry Gladwin and Mark Lawson offered their insight to The Times for their tongue-in-cheek feature exploring the many (and often surprising) ways to devalue a home.

From artificial grass and indoor swimming pools to gaudy interior decoration and botched DIY jobs, David Byers reports for The Times on the myriad ways in which the value of a property can be reduced.

With a so-called ‘mansion tax’ on properties worth £2 million expected in the Budget on 26th November 2025, our Partners Harry Gladwin and Mark Lawson shared their tips on the home improvements which can actually devalue your home.

Read the article here.