Some sellers in Prime Central London are increasingly targeting cash buyers as they prioritise speed and certainty amid tougher market conditions, according to analysis from AgentWise.
The research found that properties specifically marketed towards cash buyers are being listed at an average asking price 50.8% below the wider Prime Central London market average.
While cash buyer opportunities account for just 0.2% of all available stock across Prime Central London, AgentWise said the scale of discounting highlights how some sellers are adapting to a slower and more complex transaction environment.
The analysis suggests that, in many cases, properties aimed at cash buyers may not be suitable for conventional mortgage lending due to factors such as lease structures, condition issues or other legal and financial complications.
CASH BUYER LISTINGS
Kensington currently accounts for the largest share of Prime Central London cash buyer listings at 23.1%, followed by Notting Hill and Pimlico, both at 15.4%. Holland Park accounts for a further 11.5%.
AgentWise says the trend also reflects a growing focus on transaction certainty in a market where deals can take longer to complete and remain vulnerable to fall-throughs.
Despite the discounts available, the firm noted that genuine cash buyer opportunities remain scarce and are often secured privately before reaching the wider market.
GOOD OPPORTUNITIES
Eric Corsaletti, Founder of AgentWise, says: “In some cases, properties marketed towards cash buyers may not suit traditional mortgage lending due to condition, lease structure or other complexities.
“However, there is also a growing willingness amongst some sellers to prioritise certainty and speed, particularly in a market where transactions can become lengthy or fall through entirely.
“For investors and cash buyers, that can create genuine opportunities within Prime Central London, particularly when sellers are looking for a cleaner and more reliable route to completion.
“The challenge is that these opportunities remain extremely limited and are often identified privately between agents long before they become widely visible to the market.
“That is why relationships, connectivity and trusted professional networks continue to play such an important role within Prime Central London. Access to the right agent at the right moment can often be the difference between securing one of these opportunities and never seeing it at all.”
