Developer & Agent Insights about buying a property in Prime Central London
In our latest webinar, we brought Chris Murly (from Knight Frank) a high-performing agent and Jaffar Saraj (from The Collaborative London) a seasoned developer to discuss one critical question: how can you buy in Prime Central London without overpaying in 2025?
Why Buying Right Property Matters More Than Ever
From the Developer’s Perspective
The PCL market has changed.
Then: Price inflation masked poor buying decisions
Now: Conservative assumptions and strong fundamentals win
“You can’t stretch the exit price anymore. Buying well is your only margin.”
From the Agent’s Perspective
The agent highlighted a key point:
“Even if two flats sit 20 feet apart, one might sell for £1M more just because it’s above the rightshop.”
That kind of nuance isn’t in the listing—it comes from experience.
He also warned against typical mistakes:
- Buying lower ground floors
- Ignoring poor building management
- Underestimating refurbishment complexity
These “ugly ducklings” sometimes offer value—but only if you know how to assess and transform them.
Key Takeaways:
- Buy smart, not shiny – Real value lies in distressed, under-the-radar opportunities like probate or tired properties, not glossy turnkeys.
- Know what to avoid – Lower grounds, walk-ups, poorly managed buildings—they may look cheaper but come with long-term drawbacks.
- Micro-location matters – Two flats 20 feet apart can differ by £1M in value, depending on what’s beneath or around them.
- Experience wins – Good buying decisions are rooted in expertise, not just market data.
Why This Matters Now
Since early 2024, we’ve seen a clear shift:
1) Buyers are active again
2) Investors are re-engaging
3) Sentiment is cautiously optimistic
Prime Central London remains a world-class market—but only smart, experienced buyers will unlock value in this climate
For a full breakdown of the insights shared, watch the webinar.
