London’s property market once felt like a guaranteed win. Prices moved steadily upwards, demand far outstripped supply, and global investors saw the capital as both a safe haven and a growth engine. But the market has changed.
Today, I’m often asked whether London is still a smart place to invest. It’s a fair question, especially after a decade marked by political upheaval, shifting tax regimes and subdued price growth. However, to answer it properly, we must consider what defines a sound investment in the first place. Is it merely just a financial play, or is there more substance behind prime London property?
London isn’t a quick win. That is exactly why it endures
The days of rapid double-digit price growth may be behind us. But London has rarely been a speculative play for the clients we represent. What our clients value, and what continues to make London compelling, is stability, access and the long-term preservation of wealth in a global city supported by world-class infrastructure.
According to recent data from Coutts in their Q1 2025 report, prime central London property sales increased by 12.6% in the first quarter of 2025 compared to the previous quarter. This marks the strongest start to a year since 2017. That momentum is not being driven by opportunism. It is being driven by confidence.
For many of our clients, whether they are buying a primary residence, an investment or a legacy asset, the motivation goes beyond financial return. The decision is often strategic, emotional and generational in nature.
Demand isn’t disappearing. It is evolving
The perception that global buyers are turning their backs on London is not true across the board. Whilst changes to non-dom status and higher stamp duty rates have reshaped the landscape, most high-net-worth buyers do not base their decisions on tax alone.
Many of the clients we advise, including CEOs, financiers, entrepreneurs and their families, are weighing tax planning alongside priorities such as education, culture, personal security and global mobility.
Over the past year, we have seen a record number of American buyers seeking to base themselves in London. For some, it is about lifestyle. For others, it is a response to the broader geopolitical climate. One client recently told me, quite candidly, “I’m not just buying a house. I’m buying an insurance policy on the next four years.”
These decisions are rarely straightforward. One couple we worked with debated relocating to Monaco for tax reasons. However, the wife firmly wanted to remain close to their grandchildren in London. Her husband quietly admitted that the cost of staying in London was, in his words, “cheaper than divorce.”
Cash-rich buyers are changing the dynamics
In the £5 million to £15 million bracket, we are seeing a significant rise in all-cash purchases. Around 70 per cent of transactions in this price range are now being completed without financing, according to industry estimates. While this gives buyers a clear advantage in terms of speed and negotiation, it also requires sensitivity and tact.
Sellers and their advisors do not always respond positively to impersonal or overly assertive offers. In this environment, trusted representation makes a real difference. The final price is important, but so is the presentation of the offer, the reputation of the advisor, and the credibility of the buyer.
The smart money is going off-market
In today’s market, discretion is more than a preference. It is standard practice, particularly for properties priced above £10 million. Last year, 67 per cent of the properties we acquired for clients were secured off market. This reflects both the depth of our network and the critical role of buyer representation.
These are not distressed sales. In most cases, sellers are choosing to remain private. They want to protect their privacy, control the narrative, or test pricing quietly without leaving a digital footprint.
For buyers, off-market access is not only about exclusivity. It is about securing the highest quality properties. The most exceptional homes often change hands quietly between trusted advisors. In this environment, having someone acting solely in your interest is essential.
Vacant legacy homes present rare opportunities
One emerging trend is the increasing number of vacant or under-utilised high-value homes across central London. In many cases, these properties are held within trusts or have been passed down through generations. They are not being marketed openly and often sit unoccupied for years.
For the right buyer, these homes can represent a rare chance to acquire something truly exceptional. However, these transactions are rarely simple. They demand an understanding of legal complexity, sensitivity around ownership structures, and a great deal of patience.
We recently advised a client on the discreet acquisition of a listed property in Knightsbridge that had not changed hands in over 40 years. It was never going to appear online. In fact, it took several months of relationship building before any formal discussion could begin.
London is still where people want to live
At its core, property is about people. It is about where they choose to live, where they want to raise children, and where they feel most anchored.
When we walk through a townhouse in Belgravia or a lateral apartment in Marylebone with a client, we are not just discussing square footage or re-sale potential. We are talking about access to top schools, the quality of light throughout the day, and even where the family dog will sleep.
London’s appeal is as emotional as it is rational. From Mayfair to Notting Hill, our clients are investing in lifestyle, permanence and community.
This is exactly why we continue to see strong demand from international buyers, regardless of headlines. They are not seeking speculative upside. They are choosing London as a place to live.
What should buyers take from all this?
London may no longer offer the speculative gains it did a decade ago. Even so, it remains one of the most resilient and globally relevant property markets in the world.
The opportunity now lies in acquiring best-in-class properties in the right locations, under the right terms. It is not about rushing in. It is about approaching the market with clarity, diligence and expert advice.
At Eccord, that is precisely what we offer. We help clients make well-informed, well-timed and well-structured decisions that align with their long term goals.
So, is London still an attractive investment?
If your priorities are stability, lifestyle and legacy, then the answer is yes. Quietly, confidently and without fanfare, London continues to deliver everything our clients are looking for.
Author Bio
Jo Eccles is the Founder and Managing Director of Eccord. Jo has been leading a team of property buying agents in London since 2006. With nearly two decades of experience advising high-net-worth individuals and global families, she is a trusted voice in the prime property market. Jo regularly contributes to publications such as The Telegraph and PrimeResi, offering expert insight into property investment, off-market access, and strategic relocation.
Photo credits: Coworking London