The latest analysis from Jefferies James shows that London’s prime fringes are outperforming central areas in high-end property sales as buyers increasingly seek larger homes, outdoor space, and lifestyle-focused locations.
Across prime London postcodes, an average of 358 homes sold per month over the past three months, with the top five performing areas all on the outer edges of the market.
SW11 (Battersea) led activity with 43 sales per month, accounting for 12% of all prime postcode transactions. SE1 (Borough and South Bank) and SW6 (Fulham) followed with 34 monthly sales, while SW4 (Clapham) and W4 (Chiswick) rounded out the top five.
Central prime postcodes remain active but less so than the fringes. SW1 (Belgravia, Westminster, Victoria) and W2 (Paddington, Bayswater, Hyde Park) averaged 19 sales per month, while W9 (Maida Vale) also ranked in the top ten most active areas.
REBALANCING PCL
Jefferies James’ research highlights a broader trend of rebalancing across the prime London market, with lifestyle considerations increasingly shaping buyer demand, yet central locations retaining enduring appeal.
Damien Jefferies (main picture, inset), Founder of Jefferies London, says: “When it comes to current market activity, it’s the fringe postcodes of the prime London market that remain the most active.
“This is a continuation of the pandemic trend.”
“This is very much a continuation of the trend that emerged in the wake of the pandemic, as buyers placed greater importance on larger homes and access to outdoor space over central locations and exclusivity.
“While we expect these lifestyle-driven priorities to continue shaping the prime London market, it’s important to note that a clear rebalancing has taken place in recent years.
“The enduring appeal of central prime London postcodes is evident, and we’re now seeing a far more mixed landscape, where the traditional heartlands are once again supporting activity alongside the fringes.”
