The latest property market analysis by London lettings and estate agent, Benham and Reeves, has shown that homebuyer demand across London’s prime market has fallen during the first quarter of this year, although demand across the core prime market of £2m to £10m remains higher than this time last year.
The PCL Homebuyer Demand Index by Benham and Reeves monitors demand for homes valued between £2-£10 million and £10 million and above based on the ratio of properties listed online that have already sold subject to contract or gone under offer. E.g, if 100 homes are listed and 50 are already sold, the demand score would be 50%.
Prime Market – £2m-£10m
Current demand across the core prime London market currently sits at 25%, down -2% on the final quarter of 2021, but still some 5% up year on year.
While Wapping has seen the largest quarterly increase at 13%, the pandemic influence continues to impact the market with the prime south west areas of Battersea (9%) and Clapham (+6%) also enjoying some the largest increase in buyer demand when compared to the final quarter of 2021.
However, there are clear signs that previous, pandemic induced trends, are also starting to reverse. Having previously seen demand evaporate during much of the pandemic, Canary Wharf has enjoyed the fourth largest quarterly increase with demand up +6%, followed by Maida Vale (+3%).
In terms of the current hottest spots of the core prime market, Clapham (69%), Chiswick (48%), Barnes (43%, Richmond (43%) and Wandsworth (41%) sit top, while Marylebone (7%), Fitzrovia (8%) and Mayfair (8%) are home to the lowest levels of buyer demand at present.
Super Prime Market – £10m+
At the very top end of the London market, demand sits at just 4% on average having fallen -5% quarterly and -4% on a yearly basis.
Again, there are signs that activity is returning to the traditionally popular locations of the super wealthy homebuyer, with Notting Hill seeing a +11% increase in demand since the final quarter of 2021.
St John’s Wood has also seen a quarterly increase (+4%), as has Hampstead Garden Suburb (+2%) and Chelsea (+2%).
Director of Benham and Reeves, Marc von Grundherr, commented:
“Take a temperature test of any property market segment during the first quarter of the year and you’re likely to discover it finding its feet after the Christmas break, so a decline in demand so early in the year is certainly no cause for panic.
What will be telling is how the market reacts going forward under the extraordinarily unique circumstances we currently find ourselves in with the Ukraine conflict.
While the sanctions against Russia only impact a relatively small pocket of the market, the prime market is one that very much operates on quality over quantity. So even if a handful of properties go up for sale, it’s likely to saturate the market in some of capital’s most prestigious neighbourhoods and this is sure to have some impact on the price paid for these properties.”
Data Tables
Data sourced from the major property portals during Q1, 2022, with demand based on the number of prime properties already sold subject to contract or under offer as a percentage of total properties listed.
Table shows current demand and quarterly and annual change for prime London properties between £2m and £10m
Area
Prime category
Q1, 2022
Quarterly Change
Annual change
Wapping
Prime E London
19.0%
12.8%
10.4%
Battersea
Prime SW London
29.4%
9.0%
15.4%
Clapham
Prime SW London
68.9%
6.4%
35.0%
Canary Wharf
Prime E London
16.7%
5.6%
11.4%
Maida Vale
Prime C London
13.8%
3.2%
-2.2%
Richmond
Prime SW London
42.9%
1.9%
1.6%
Marylebone
Prime C London
7.3%
1.8%
2.3%
Fitzrovia
Prime C London
7.5%
1.2%
2.5%
Belgravia
Prime C London
19.5%
-0.1%
7.6%
Highgate
Prime NW London
36.6%
-0.3%
6.1%
Mayfair
Prime C London
7.7%
-0.3%
-0.8%
Knightsbridge
Prime C London
13.4%
-0.4%
-0.4%
Victoria
Prime C London
18.5%
-1.0%
6.1%
St John’s Wood
Prime C London
10.6%
-1.4%
-0.3%
Pimlico
Prime C London
13.5%
-2.1%
-0.7%
Chiswick
Prime SW London
47.8%
-2.2%
8.4%
Chelsea
Prime C London
15.4%
-2.4%
1.1%
Fulham
Prime SW London
25.9%
-2.6%
5.7%
Kensington
Prime C London
15.6%
-3.2%
-0.9%
Regents Park
Prime C London
8.8%
-3.9%
2.4%
Islington
Prime N London
39.6%
-4.2%
10.4%
Holland Park
Prime C London
24.6%
-5.7%
2.8%
Hampstead Garden Suburb
Prime NW London
11.1%
-7.1%
3.9%
Notting Hill
Prime C London
20.4%
-9.8%
-2.0%
Barnes
Prime SW London
43.4%
-12.6%
1.3%
Wandsworth
Prime SW London
41.4%
-13.8%
16.0%
Wimbledon
Prime SW London
37.4%
-15.3%
-6.6%
Putney
Prime SW London
35.4%
-20.0%
-1.6%
Average
24.7%
-2.4%
4.8%
Table shows current demand and quarterly and annual change for prime London properties above £10m
Area
Prime category
Q1, 2022
Quarterly Change
Annual change
Notting Hill
Prime C London
20%
11%
-2%
St John’s Wood
Prime C London
4%
4%
1%
Hampstead Garden Suburb
Prime NW London
8%
2%
8%
Chelsea
Prime C London
10%
2%
-3%
Victoria
Prime C London
6%
0%
-1%
Holland Park
Prime C London
6%
0%
-20%
Knightsbridge
Prime C London
9%
-3%
0%
Mayfair
Prime C London
0%
-5%
0%
Kensington
Prime C London
4%
-7%
-10%
Highgate
Prime NW London
0%
-22%
0%
Belgravia
Prime C London
-22%
-27%
-29%
Wimbledon
Prime SW London
25%
-42%
25%
Average
4%
-5%
-4%
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About the Author
Established in 1958, Benham and Reeves is one of London’s oldest, independently owned property lettings and sales agents. With specialism in residential sales, corporate lettings and property management in prime areas of London, the company operates from 19 prominently located branches and 11 international offices.