Understandably, there is some caution in the market as people wait to see what is in the Chancellor’s red box. Generally, we are seeing weak performance in holiday homes and likewise a large withdrawal of landlords from the buy-to-let space. However, this has led to a re-entering of sophisticated investors looking to take advantage of discounted pricing.
The mainstream markets are stable but activity is subdued. Broadly, the North of the UK, including Scotland and Northern Ireland, is outperforming the South. The Northeast leads with 7.8% growth, while London lags at 0.8% (source: HM Land Registry).
Prime and super prime markets
Prime country market
Prices have softened since the covid boom and though transactions are down this is not as drastic as the media suggests. Best-in-class properties continue to attract buyers, which are often sold privately – the Cotswolds being a notable example.
London prime market overview and trends
Transaction volumes are down of 12.5% compared to last year. The November Autumn Statement is impacting activity and it’s expected that volumes will be low for the remainder of the year. Discretionary buyers and sellers are pausing activity whereas needs-based and international buyers are proceeding, though more aggressively negotiating (Source Coutts/LonRes).
In Q3 2025, prime London property prices fell by 6.6%, meaning prices are down 2.3% compared to this time last year and 10.5% below their peak. Prime central locations, continue to trade at a significant discount to market highs with prices in South
- Kensington 23.7% below their peak and prices in Knightsbridge & Belgravia 22.1% below their peak (Source Coutts/LonRes).
- Mayfair & St James's, are witnessing the largest average discounts at 20%, followed by South Kensington at 15.1% (Source Coutts/LonRes).
- We’ve seen a buyer profile shift as younger, tech-driven domestic buyers are stepping in – 46% of buyers are now under 40 (Source: Savills Research, Prime Central London, UK Residential – Autumn 2025).
- Investors are retreating as the buying as investment share of demand has dropped from 13% to 9% (Source: Savills).
Lettings market dynamics
- Gross yields for prime central London rose to 3.4% in June 2025 (from 2.9% in March 2020).
- Rents are outperform sales, rising 7.7% since June 2022; while prices dropped 5.5%.
- The Renters’ Rights Bill introduced new rules but it has exempted properties with £100,000+ annual rents.
(Source: Savills)
Price and rental movements in prime central London
- Biggest price drops since 2014 peak: Earl’s Court (-29%), South Kensington (-26%), Mayfair (-25%).
- Strongest rental growth (5-year): Belgravia (+26.8%), Marylebone (+25.5%), Knightsbridge (+20.4%).
(Source: Savills)
Ultra-high-net-worth individuals
- Tax concerns have prompted some high-end property owners to become non-UK residents, however 67% of clients advised by Savills that left the UK have retained their London property.
- 42% of clients advised by Savills shifted from buying to renting, citing high transaction costs.
(Source: Savills)
Super Prime Market
- Super prime sales (£10m+) are down 22% compared to the 10-year average.
- Super prime activity in the last quarter was centred around Notting Hill & Holland Park, Chelsea and South Kensington.
- Average price per square foot on super prime sales across prime London (excluding new built developments) is £2,759. This is 14.1% below the peak.
- Super prime buyers are also negotiating 12.4% on average off the asking price.
(Source: Coutts/LonRes).
Reasons for optimism
- Price drops have created a buyers’ market, supporting strong negotiating conditions. There is also more supply in the market. 79% of last quarter’s sales were sold at a discount to asking price (source: Coutts/LonRes).
- Life events, not fiscal policy, continues to be the key driver for many transactions.
- London’s global appeal remains resilient. North American buyers in particular remain active and see London as particularly attractive for a home. Likewise, we do continue to see demand from clients based in the Middle East.
Market Supply
The supply of stock available for sale on the open market continues to play to a buyers market. Although new listings have come down 10% compared to the previous quarter, they are still up 9% year on year and 25% compared the 10-year average. There is 14% more property available for sale on the open market compared to last year. This increased supply further strengthens the buyer’s upper hand in this market (source: Coutts/LonRes).
Clear value for buying services
As a result of this, buying agents are more relevant than ever in navigating complexity, sourcing best-in-class properties – which often are not available on the open market – and advising on prices when there is a material gap between buyers’ and sellers’ expectations on price. Coutts is especially well place to help with our Property Finders Service, potentially providing you with access to leading buying agents with the relevant knowledge and experience in the markets you are looking in. Coutts Property Finders Service
Points of consideration ahead of the budget
If you’re already considering selling, it’s worth noting that owners of second homes or landlords could pre-empt potential tax rises by selling earlier. If a rise in CGT is imposed, then primary property owners could also look to sell early.
For those looking to buy now and take advantage of current market conditions (strong negotiating conditions, increased supply and weakness in pricing), Coutts could help via our Property Finders Service, please speak to your private banker to find out more.