What Buyers Need to Know in 2025

Prime London property in a shifting landscape

The London property market in 2025 is many things — evolving, nuanced, and increasingly driven by discretion and strategy. For buyers looking to enter (or re-enter) the market, this year presents both opportunity and complexity. At Dibbs International, we work closely with buyers ranging from international families relocating for education to seasoned investors seeking long-term value. This is what you need to know before making your move.

The Buyer Profile Is Changing

In the past 12 months, we have seen a notable shift in who is buying and how. Flexibility, lifestyle quality, and future-proofing are now key drivers of purchase decisions — not just price per square foot.

Buyers are increasingly: Prioritising lifestyle over location alone — proximity to parks, amenities, and vibrant communities is as critical as Zone 1 status.

Seeking low-maintenance, turn-key homes — whether pied-à-terre apartments or newly refurbished family homes.

Using private buying agents to gain access to opportunities not available on the open market.

We are seeing rising demand across Kensington and Chelsea, Marylebone, Nine Elms, and select parts of South West London, particularly for “quiet luxury” homes with character, high-spec finishes, and minimal future works.

The Market Is Still Moving — Quietly

While headlines might suggest a market on pause, the truth is far more nuanced. Off-market transactions — particularly in the £1.5m–£5m range — are thriving. In fact, up to 30–40% of London prime sales are now discreet or pre-market.

We’ve helped buyers secure homes that never touched the portals, thanks to private introductions and proactive sourcing.

As a buyer in 2025, patience and relationships are as valuable as your budget. Often, it’s not about what’s available — but who knows what’s coming.

Mortgage Rates, Budgets & Timing

While interest rates have stabilised from the peaks of 2023–2024, affordability still plays a critical role in shaping demand.

Cash buyers continue to dominate the £2m+ range.

Financing remains viable, but banks are stricter on documentation and valuation.

Many sellers are becoming more realistic on pricing, making this a window of value.

However, prime property in the right location is not discounting significantly. The key is targeting the right opportunities and understanding why the price reflects value — or risk.

What We’re Telling Our Clients

Do your prep. Get finances and search criteria in place before you step into the market.

Think long term. Properties that offer lifestyle flexibility (lift access, private outdoor space, work-from-home zones) will hold appeal well into the next cycle.

Work discreetly. Most of our clients gain the greatest edge from quiet opportunities sourced through our network — not portal alerts.

Final Thoughts

Whether you are a first-time buyer in London or building out your investment portfolio, 2025 is a moment to act — strategically. The market may be subtle, but real deals are happening, especially when you have the right guidance.

📩 Thinking of buying in 2025? Let’s explore what’s possible together.