By Siham Ben Amor, Managing Director – WER Investments Ltd
“Sell now or hold tight?” That’s the question echoing in the minds of many Central London homeowners and investors. With shifting economic winds and an evolving buyer landscape, understanding the right timing has never been more crucial.
So, is now the ideal moment to sell in Central London’s luxury property market?
Let’s dive in.
The Market Pulse: Where We Stand in Mid-2025
Over the past 12–18 months, Central London’s property market has demonstrated both resilience and volatility. Following a moderate rebound in 2024, fuelled by a return of overseas buyers and a gradual easing of inflation, the first half of 2025 has shown:
📈 5.2% average price growth in prime central boroughs like Kensington, Mayfair, Marylebone, and Chelsea property investment hotspots (source: Savills Q2 2025 report)
🏙️ Increased overseas interest, particularly from Gulf countries, China, and the U.S.
🧊 A cooling in domestic demand, especially among first-time buyers, due to high interest rates and cost-of-living pressures
🔁 Longer days on market for properties priced above £3 million, indicating more cautious buyer sentiment
Why Selling Now Might Be a Smart Move
✅ Strong Buyer Demand in Prime Segments Luxury and ultra-prime buyers are still active. If you own a high-end property, from Belgravia luxury apartments for sale to period townhouses in Knightsbridge, you’re likely to attract serious international interest.
✅ Favourable Currency Play The weak pound continues to make London attractive to dollar- and euro-based investors. International buyers see opportunities across the Central London luxury property market, making now an ideal time to cash in.
✅ Capital Gains Tax Planning Changes to CGT thresholds expected in the next fiscal cycle may impact investor profits. Selling now could allow for better tax optimisation.
✅ Stale Listings Are Risky Properties that linger on the market often invite low offers. If your property is ready and staged professionally, selling sooner rather than later can help avoid pricing fatigue.
Why It Might Be Worth Waiting
🔻 Interest Rate Cuts Are Coming The Bank of England has hinted at a gradual interest rate reduction in late 2025. This could re-energise domestic demand and push prices slightly higher, especially in mid-tier markets.
🔍 Undersupply of New Builds A continued shortfall in luxury new developments in Central London, particularly in areas like Chelsea and Belgravia, means scarcity could drive up values for premium resale homes.
🔄 Seasonal Buyer Cycles Autumn often brings a second wave of serious buyers after the summer slowdown. Listing in late Q3 or early Q4 could yield better results than a rushed summer sale.
Who Should Consider Selling Now?
🏘️ Investors needing liquidity or looking to rebalance portfolios
🌍 Non-resident landlords who’ve benefited from capital growth and want to repatriate funds
👨👩👦 Families upsizing or relocating, particularly if they bought before the 2020 boom and have strong equity
Maximising Value: Tips Before You Sell
- Work with a local expert: Central London requires hyper-local knowledge.
- Stage and style your home: Presentation directly affects price perception.
- Get a valuation from multiple sources: Don’t rely on online tools alone.
- Understand your buyer: Is your ideal buyer domestic, international, or investor-focused? Tailor your marketing accordingly.
📊 Conclusion: Timing the Market vs. Timing Your Life
While market trends matter, your personal circumstances, financial goals, and long-term plans are equally if not more important.
The Central London luxury property market remains one of the most desirable globally. But with interest rate shifts, global buyer activity, and changing tax policies on the horizon, a proactive strategy is essential.
💬 What’s your property story? Are you thinking of selling in 2025, or do you believe the market still has room to grow? Share your thoughts, questions, or experience in the comments below. Let’s spark a meaningful discussion.
