The Times Online - When it pays to be different

Friday, January 26, 2018

Buyers of luxury new-build homes are spoilt for choice in London. And high-quality homes with character are still in demand, despite a downturn in overall prime property prices.


“We are seeing fragmentation in pricing,” says Ian Marris, the joint head of residential developmental at Knight Frank. “The different geographies are performing at very different levels, and the underlying reason lies in value for money. Buyers [of new-builds] are making a qualitative assessment that the property they are buying represents a sensible purchase,” he says. “They are demanding that the quality of new-build properties and the attention to detail matches the price point. Even though the volume of buyers is down, the buyers who are there are willing to pay for quality. 


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