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Prime Central London Sellers Cut Prices to Attract Buyers

Prime Central London Sellers Cut Prices to Attract Buyers

May 2025 PCL Sales Index: 5,187.8 May 2025 POL Sales Index: 276.7

Research / Reports / Prime London Sales Index / Prime Central London Sellers Cut Prices to Attract Buyers
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Anyone familiar with the prime London property market will have found the conclusions of a study last week into non dom tax reform unsurprising.

One key finding by was that the government relied on a flawed analysis of how many non doms would leave the country if the system was scrapped.

The report also warned of a tax shortfall if enough non doms left the UK and underlined how new inheritance tax rules were a key deterrent. The government was warned about all of the above and more during months of lobbying by groups including .

Under the old rules, individuals could live in the UK without paying tax on overseas income and gains. The new regulations limit this to four years and mean their worldwide assets are subject to UK inheritance tax.

As a result, countries like Italy, which operates an annual flat tax that ringfences overseas income, have become more attractive.

Activity Down

The new rules explain why the number of sales in prime London property markets in the six months to May fell 7% versus the previous year. The number of new prospective buyers registering fell by 13% over the same period, 博鱼体育集团 Frank data also shows.

Average prices in prime central London declined 2.2% in the year to May, which was the steepest annual drop since last August. A quarterly price fall of 1.4% was the widest in almost five years.

In prime outer London, where a higher proportion of demand is driven by needs-based and domestic buyers, average prices rose by 1.1% in the 12 months to May.


 
A stamp duty hike in April has kept demand even further in check over the last two months. The second home surcharge rose to 5% from 3%, which will take some time to digest, .

Against this tougher backdrop, which meant we recently revised down our 2025 price forecast for PCL, sellers are responding by cutting asking prices.

鈥淭he bigger picture looms large,鈥� said Stuart Bailey, head of prime central London sales at 博鱼体育集团 Frank. 

鈥淪erious sellers, looking to sell in the next year, are cutting their asking prices to attract buyers, whose confidence lies just below the surface. Where a property has been listed for six to 12 months, double-digit reductions mean they are selling. Smart buyers have spotted there is value now while the competition is less intense, and the next Budget is still some months away.鈥�

The autumn Budget

This week鈥檚 spending review may provide a few clues about the government鈥檚 priorities and political framing for the Budget, which is expected to take place in late October or early November.

The key question is: will the Chancellor interrupt the process of a market that is re-pricing and getting back on its feet?

The government will not be enjoying headlines about departing wealthy foreign investors, as we analysed here, but the issue of how it treats wealth is a live discussion inside the cabinet.

Prime Minister Keir Starmer recently said the . However, it followed the leaking of a memo from deputy PM Angela Rayner to the Chancellor last month which set out ways to do precisely that.

Rachel Reeves faces three difficult choices in order to meet her own fiscal rules. Cut spending, which will annoy both backbenchers and frontbenchers. Raise taxes, which voters won鈥檛 like and could be self-defeating. Or convince highly sceptical financial markets that she is going to loosen her own fiscal rules without sending bond yields and mortgage rates higher.

It鈥檚 an unenviable position. But it鈥檚 also why any policy that drives away foreign investment or shrinks the tax base in such circumstances has obvious flaws.

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