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Prime London Property Update: Mojo Rising (Part 2)

Updated: Aug 18, 2022


Home sale

Ludgrove's final Newsletter of 2019 was entitled "Mojo Risin" on the basis we anticipate 2020 will be the year Prime London property at long last regains it mojo. And so far the market has not disappointed.

A large number of sales agencies have recorded huge increases in buyer registrations as well as agreed sales. Knight Frank for example has experienced a +92% (y.o.y) increase in new buyer registrations in the second week of January and Rightmove registered a 19% increase in agreed (mainstream) London sales. Vendors seem to be recalibrating their price expectations too with Rightmove Prime London Asking Prices up 7.1% y.oy:

Prime London Property Statistics

However, whilst the appetite of Buyers is clearly burgeoning, supply has so far failed to respond in any meaningful fashion. To some extent this is unsurprising as real estate recessions tend to shake-out the 'loose holders' of assets including speculators, leveraged developers, inexperienced investors and over-extended home-owners until all that remains are the hardy holders. Indeed, the longer the recession, the deeper the shake-out and with the 2014-2019 Prime London Bear Market being the longest on record, the vast majority of 'loose holders' have been purged.

This is borne out in the data. The Knight Frank index of new listings also shows that stock levels are down over 20% y.o.y in Prime Central and Prime Outer London. However, it is important to note this is from an already extremely depressed level. 2019 transactions are down c55% from the last year of normalised transactions in 2014 and to put things in context it would take a +122% increase in transactions to return to a normally functioning market:

Transactions have fallen -55% since 2014

Furthermore, in certain areas of the market, stock levels are even more depressed. Below we highlight a few localised examples where choices are extremely limited:

Houses for Sale in Select Price Brackets (Prime London & Prime Commuter London):

  • Mayfair above £20m: 2 for sale & 0 new listings in 2020.

  • Notting Hill £5-10m: 10 for sale (of which 1 new listing in 2020).

  • Kensington below £3m: 9 for sale & 0 new listings in 2020.

  • Cobham & Oxshott £2 to £3m: 5 for sale (of which 2 new listings in 2020).

Source: Ludgrove Property (excludes off-market properties).

It is also important to bear in mind that a significant number of the houses listed above are compromised. For good reason they have sat on the market for months on end struggling to find a buyer. Of course, there are a number of properties in each of the above that are for sale off-market but the fact remains the supply of stock is exceptionally low.

Outlook and Conclusion:

Data from LonRes shows the Prime Central London Market bottomed in Q1 2019 (in line with Ludgrove's 2018 forecast) and has already risen +9.5% from the low, retracing around 45% of the fall from the top of market:

Prime Central London Bottomed in Q1

With a bottom in place, the extreme supply/demand dynamics outlined above and the 12 fundamental drivers we detailed in our last newsletter we are of the opinion that prices are on an upward trajectory in 2020.

Fraser Slater

Chief Executive

Ludgrove Property Ltd

Tel: +44 (0)207 889 2860



Biography: Fraser Slater is the CEO and Founder of Ludgrove Property. Prior to Ludgrove Fraser spent 20 years in The City. In the course of his career he was a Real Estate Analyst, the Fund Manager of a £6bn Equity portfolio for USS Ltd and the Founder and CEO of WDB Capital, a London based Fund Management business. In 2008 WDB Capital outperformed its peer group by +52% making Fraser's portfolio one of Europe's best performing Funds during the Financial Crisis. In the same year his Fund was nominated New Fund of the Year by EuroHedge. After leaving The City, Fraser started Ludgrove with an ambition to be Prime London's leading Property Buying agency with an emphasis on original research and delivering a highly value-added service to clients.

Disclaimer: Ludgrove Property Limited is not authorised or regulated by the Financial Conduct Authority (FCA) and we do not provide any financial or investment advice.  We recommend that any property investor seeks appropriate professional advice before entering into any contract, and we would also advise that the value of any investment can go down as well as up and that you might not get back what you put in. You may have difficulty selling a property investment at a reasonable price and in some circumstances it might be difficult to sell at any price. We would urge you not to invest unless you have carefully thought about whether you can afford it and whether it is right for you, and if necessary to consult with a professional advisor in accordance with the Financial Services and Markets Act 2000. All information is provided strictly as a guide only, is subject to change without prior notice and does not constitute an offer of investment. The Ludgrove website should not be regarded as an offer or solicitation to conduct investment business, as defined by the Financial Services and Markets Act 2000. Investors who are resident in or citizens of countries other than the United Kingdom may be subject to local restrictions. In particular, no offer or invitation is made to any US persons (being residents of the United States of America or partnerships or corporations organised under the laws of the United States of America or any state, territory or possession thereof), who are excluded from the services offered in this site. The information on this website and our publications has been obtained from sources which we believe to be reliable and accurate, but without further investigation this cannot be warranted.

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