25/08/2026
Follow me to learn how understanding your buyer makes you millions in property.
We've done over £150,000,000 of development projects in Belgravia. And the biggest shift I've seen? The buyers keep getting younger.
Right now we've got a guy paying £4,750 a week to rent one of our apartments - and I don't think he's even 30 yet.
Belgravia used to be an old, fuddy-duddy area. But as the years went by, the demographic changed. Younger people could suddenly afford £8M, £9M, £10M homes - and if you're 30 with that budget, you're not buying in Belgravia. You want Notting Hill, Marylebone, St. John's Wood, Primrose Hill.
So we followed them. Right now we're doing a double mews house in Holland Park, where David Beckham bought, plus projects on Eaton Square.
Up in Primrose Hill I took apartments, stripped out bedrooms, and made them completely open plan - that New York loft vibe - because that's exactly what the buyer profile wanted.
The lesson: understand the buyer demographic and the different communities of London, and you can cater to them. Cater to them, and you add the value where it counts.
The best way to learn a demographic? Talk to the agent. Who buys here? What's sold? What price per square foot? Modern or classic? Families or young people? Find out what they want - then give it to them.
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