The prime London areas where homebuyers are securing big discounts in the current market

Research by Henry Dannell, a leading specialist in bespoke mortgage solutions, has found that prime London homebuyers are securing discounts on high-end homes across the capital, some for as much as £155,000.

Henry Dannell analysed current market data looking at the average price achieved for prime London properties across 20 areas of the high-end market and how this compares to the original asking price at which they were originally listed.

The research shows that on average, prime London homebuyers are securing a 1% discount on their purchase and while this may sound marginal, it equates to over £42,000 on the average sale.

However, in some areas, the discount is much higher and nowhere more so than in Mayfair and St James’s. Properties entering the market are doing so at an average asking price of almost £2m, but buyers are securing a -7.9% discount – a saving of £155,418.

Across Fitzrovia, Bloomsbury and Soho, buyers are securing an average discount of -5.6% equating to a saving of £71,432 on the original asking price.

In Marylebone, Knightsbridge and Belgravia they’re securing a discount of over £70,000, with South Kensington also seeing some of the biggest prime property price reductions in the current market (£69,470).

Director of Henry Dannell, Geoff Garrett, commented:

“The prime London market has struggled in recent years and while we’ve certainly seen glimpses of a revival at times over the last 12 months, this has yet to fully materialise.

Transaction volumes remain fairly muted and although property values have continued to creep up, those motivated to sell are dropping their price expectations in order to secure a buyer.

A one to five per cent reduction on the initial asking price of a property is pretty normal in any segment of the market, but in prime London, this equates to quite a considerable sum of money.

With travel restrictions easing and foreign interest now returning, we expect the prime London market to perform far better in 2022, and while high-end homebuyers may be securing a bargain at present, this is unlikely to be the case later on in the year.”