Judith Heywood, Deputy Property Editor
Attend an evening with Andre Agassi
The class divide is alive in London. If your home is flawlessly finished and impeccably located, you’ll still find the buyers lining up, whether you live in the leafy squares of Central London or deep in suburban commuter land.
Agents report that prices are between 10 per cent and 15 per cent lower than the highs reached last summer. But even with such reductions, predictions that prices will fall even farther mean that a single flaw is enough to scare off buyers, who are quickly made nervous by as little as a thoughtlessly planned extension or too much road noise. If it is not the best in its class, it’s not good enough.
At the top end, in the very best postcodes of Chelsea, Mayfair and Knightsbridge, demand remains unconstrained. Cash-rich international buyers still stalk the market, with £5 million or more to spend, looking for a London bolthole. They are also in the market for landmark, stucco-fronted homes for more than £10 million.
Ed Mead, of Douglas and Gordon, reports increased activity from Indians and Russians. But, he says: “Most of the activity is from countries in euroland. Between the strengthening of the currency, and the reduction in prices, the deals look very good to them. The staff in my office speak five languages and I rarely hear them in English.”
But agents say that the gloss is coming off even these homes, as the gloom that afflicted the national market has spread to Central London. Miles Shipside, of the property website Rightmove, says: “The super-rich have got the funds but they are canny buyers. If they think they can get something cheaper later, they’ll wait.”
Should international buyers close their cheque books, sellers will be left to brave the demands of the British buyer: the best home of its kind, for the sharpest price. Marc Goldberg, of Hamptons, says: “Nobody is willing now to pay over the odds for any property, and everyone wants a bargain.”
That is quickly translating into pressure on prices. Ed Mead advises: “Prices were reduced 10-15 per cent almost in unison. But now, anyone who wants an easy life and a sale must reduce prices another 10 per cent from what they think is a reasonable price. That adds up to a fall of 25 per cent.” The fast deterioration of the market has been blamed on the loss of bonus cash, which did so much to boost prices in the past two years. With job security under question and bonuses forecast to be slim, City buyers have gone on strike. David Salvi, of Salvi Hurford Carr, says: “You could draw a line between east and west. The west is relatively unaffected, whereas the farther east you go the worse it gets. Docklands has been badly hit.”
The outer suburbs are also suffering, robbed of momentum created by what Mr Shipside calls the “ripple-out effect”. Rightmove’s latest survey of asking prices found the market most subdued in the boroughs of Enfield, Merton, Waltham Forest and Newham. A Hamptons International study suggests that the most resilient areas are in South London where first-time buyers have yet to become extinct amid the strictures of the credit crunch.
But the happy stories in the market are all about classy homes. This week a £3.5 million family home near good schools in Hampstead went to sealed bids, while a luxury flat in Clerkenwell was snapped up within days for £1.5 million. Mr Salvi, said: “Sought- after properties are usually very special homes and penthouses. Buyers know that, when the market recovers, these will recover in value very quickly indeed.”
Industry sectors news at a glance. Interactive heatmap, video and podcast
Everything the Business Traveller needs to know to make a better trip
Get ready for the winter sports season, with our resort guides and snow reports
We are backing British business, what is the confidence of the nation and what businesses are succeeding?
Growing demand for energy, oil that is harder to reach and the rise of carbon dioxide emissions. We examine the energy challenge
With rail travel in Europe on the rise, we review the benefits of travelling by train
In this special section we explore new food trends to help improve your dinner party and impress guests
Enjoy further reading from Travel to Fashion, Business to Sport, discover more




1998
£47,955
12 months for the price of 11 and a 5% discount.
Offer ends 31/11/09
Check your free Experian credit report before applying
Car Insurance
to £60K + bonus (OTE £90k)
Lord Search & Selection
Location Flexible
PwC’s Consulting practice helps businesses of all shapes
and sizes work smarter and grow faster.
£85k
CPA
Highly Competitve
Specsavers
Whiteley, near Southampton
Moments from Battersea Park.
For sale with Winkworth
Find out about shared ownership.
See your free Experian credit report beforehand
7nts - Penang £499; Borneo £699; All Inclusive £799 including flights, taxes, accommodation and private transfers
For your ultimate tailor-made ski holiday, click here
Get covered on your travels with a superb range of policies at great prices. Visit InsureandGo.com
World Class Golf, Spa and preferential Beach Club. Private estate overlooking West Coast
Villas from £275 per night inclusive of Golf
Contact our advertising team for advertising and sponsorship in Times Online, The Times and The Sunday Times, or place your advertisement.
Times Online Services: Dating | Jobs | Property Search | Used Cars | Holidays | Births, Marriages, Deaths | Subscriptions | E-paper
News International associated websites: Globrix Property Search | Milkround
Copyright 2009 Times Newspapers Ltd.
This service is provided on Times Newspapers' standard Terms and Conditions. Please read our Privacy Policy.To inquire about a licence to reproduce material from Times Online, The Times or The Sunday Times, click here.This website is published by a member of the News International Group. News International Limited, 1 Virginia St, London E98 1XY, is the holding company for the News International group and is registered in England No 81701. VAT number GB 243 8054 69.