If you told me in January that by summer I’d be fighting to get viewings on well-presented, well-priced flats… I’d have laughed you out of the room.
But here we are.
The first half of this year and the second have been two entirely different worlds — and if you’re a seller right now, you need to hear this.
Q1: The Golden Quarter
Coming back from the Christmas break, the market was electric.
I launched six properties on Boxing Day. By mid-January, five had sales memorandums in place. Solicitors were instructed, deals were moving, and most completed before the stamp duty deadline.
Homes didn’t just sell. They flew.
Buyers were motivated, serious, and ready to transact. Even ex-rental flats from landlords looking to exit the buy-to-let game moved quickly — a quick clean, good presentation, and they were gone.
It felt like the market had momentum. And then…
Q2: The Brakes Slam On
By February, you could feel it. The energy had shifted.
Stamp duty changes were looming, and first-time buyers — the heartbeat of the housing chain — stepped away.
I kept listing properties, pricing them to sell, presenting them beautifully… and nothing happened.
Not tired, unmodernised flats — I’m talking about high-quality, move-in-ready homes. Still, the buyers didn’t come.
March? Quiet.
April? Worse.
By June, Rightmove reported a 41% drop in first-time buyer demand.
When first-time buyers disappear, the entire chain suffers:
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Second-time buyers can’t move without them.
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Chains collapse before they start.
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Properties sit on the market, gathering digital dust.
The only homes that still move? The unicorns — perfect location, perfect presentation, perfect price. Everything else? Stuck.
Prime London: A Different Kind of Stuck
And it’s not just South London feeling it.
I network a lot in Chelsea, and the mood there is flat — and I don’t mean apartment flat.
When you’ve got a £5M, £8M house, you go with the big boys — Savills, Knight Frank, Strutt & Parker. But even they are struggling. Viewings are scarce. Offers are rarer still.
Here’s the thing: if you ask someone to take 10% off £5M, that’s half a million pounds. They’re not desperate to sell, so they won’t. They’ll sit tight until the market comes back.
And that’s why Land Registry will show average prices “falling” — because the only sales happening are at the lower end.
The £10M penthouses? They’re not selling at £7M. They’re not selling at all.
Flats are getting cheaper because they have to move. Houses are “holding value” — but only because they’re not transacting.
The Wealth Drain
Meanwhile, rich overseas owners are packing up.
Dubai. Cyprus. Anywhere but the UK.
Why? Because the UK has turned into a hunting ground for the wealthy. Tax after tax, regulation after regulation — the political message is clear: you’re a target.
And here’s the uncomfortable truth: if Prime Central London isn’t attracting wealth, investment, and confidence, the knock-on effect ripples across the whole housing market.
If the top end isn’t moving, where does the money flow from?
Will the magic printing press start whirring again? Or will we have to face the music?
What Sellers Need to Know Now
Whether you’re in Streatham or Sloane Square, the same core truth applies: the game has changed.
If you’re selling now:
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Be realistic on price — this is not the market for wishful thinking.
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Fix flaws before listing — buyers have options, and they’re picky.
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Understand timing — your property might take months, not weeks, to find the right buyer.
Your Move
This isn’t doom and gloom for the sake of it. It’s reality.
Markets recover — but the winners are the ones who adapt early.
So if you’ve been trying to sell, or you’re thinking about it, ask yourself: is your home a unicorn in today’s market? Or does it need a strategy shift to stand out?
I’d love to hear from you — whether you’re selling in South London, Chelsea, or anywhere in between.
What are you seeing out there? Is it the same story for you?
Let’s talk in the comments.
