Superprime London homebuyers have vanished – here’s where high-end demand remains

May 28, 2020

The latest research by London lettings and estate agent, Benham and Reeves, has found that demand for homes listed at £10m and above across London’s prime suburbs has tumbled to just 2%; with a number of areas seeing no demand for housing at all.

Benham and Reeves looked at prime London’s property hotspots and the demand for homes listed at £2-5m, £5-10m and £10m, to see how the current pandemic is impacting homeowner appetite for London’s priciest properties.

See the full data tables for each price threshold here.

The £2-5m market

At the lower end of the capital’s prime property market, demand remains fairly robust at 15% on average.

Richmond is the most in-demand of all prime London locations at this price bracket, with 40% of all homes listed still under offer or SSTC despite the spread of the Coronavirus.

Barnes (38%), Clapham (32%), Wimbledon (29%) and Chiswick (28%) are also amongst the most popular.

The £5-10m market

Moving up a price bracket, demand drops to 10%, however, there remain a number of areas where homebuyer activity remains robust.

Again, Barnes (56%), Wimbledon (33%) and Richmond (25%) remain popular, joined by Pimilcio (19%).

However, at this price bracket demand for housing is currently non-existent in Fitzrovia, Marylebone, Maida Vale, Regents Park, Canary Wharf, Battersea, Wandsworth and Chiswick.

The £10m+ market

It is the super-prime threshold that has seen homebuyer demand take the biggest hit.

With demand as a whole at just 2%, there are a total of 13 areas where demand sits at 0%, with a further seven areas where no homes are listed above this threshold.

Highgate is the most in-demand at 8%, along with Notting Hill (6%), Knightsbridge (5%), Mayfair (4%) and Chelsea (2%).

See the full data tables for each price threshold here.

Prime London property demand for properties listed between £2m-£5m
Area
Prime category
Demand
Belgravia
Prime C London
12%
Chelsea
Prime C London
13%
Fitzrovia
Prime C London
3%
Holland Park
Prime C London
16%
Kensington
Prime C London
16%
Knightsbridge
Prime C London
15%
Marylebone
Prime C London
4%
Mayfair
Prime C London
6%
Maida Vale
Prime C London
6%
Notting Hill
Prime C London
18%
Pimlico
Prime C London
5%
Regents Park
Prime C London
5%
St John’s Wood
Prime C London
6%
Victoria
Prime C London
12%
Hampstead Garden Suburb
Prime NW London
12%
Highgate
Prime NW London
17%
Islington
Prime N London
24%
Wapping
Prime E London
0%
Canary Wharf
Prime E London
3%
Battersea
Prime SW London
19%
Clapham
Prime SW London
32%
Wandsworth
Prime SW London
19%
Wimbledon
Prime SW London
29%
Putney
Prime SW London
12%
Fulham
Prime SW London
19%
Barnes
Prime SW London
38%
Chiswick
Prime SW London
28%
Richmond
Prime SW London
40%
Average
15%
Prime London property demand for properties listed between £5m-£10m
Area
Prime category
Demand
Barnes
Prime SW London
56%
Wimbledon
Prime SW London
33%
Richmond
Prime SW London
25%
Pimlico
Prime C London
19%
Putney
Prime SW London
19%
Knightsbridge
Prime C London
12%
Belgravia
Prime C London
12%
Kensington
Prime C London
11%
Victoria
Prime C London
11%
Chelsea
Prime C London
11%
Holland Park
Prime C London
10%
Fulham
Prime SW London
10%
Notting Hill
Prime C London
9%
Clapham
Prime SW London
8%
Mayfair
Prime C London
7%
Highgate
Prime NW London
6%
Hampstead Garden Suburb
Prime NW London
4%
St John’s Wood
Prime C London
4%
Islington
Prime N London
3%
Fitzrovia
Prime C London
0%
Marylebone
Prime C London
0%
Maida Vale
Prime C London
0%
Regents Park
Prime C London
0%
Canary Wharf
Prime E London
0%
Battersea
Prime SW London
0%
Wandsworth
Prime SW London
0%
Chiswick
Prime SW London
0%
Wapping
Prime E London
x
Average
15%
Super-prime London property demand for properties listed at £10m and over
Area
Prime category
Demand
Highgate
Prime NW London
8%
Notting Hill
Prime C London
6%
Knightsbridge
Prime C London
5%
Mayfair
Prime C London
4%
Chelsea
Prime C London
2%
Kensington
Prime C London
2%
St John’s Wood
Prime C London
2%
Marylebone
Prime C London
2%
Belgravia
Prime C London
0%
Fitzrovia
Prime C London
0%
Holland Park
Prime C London
0%
Maida Vale
Prime C London
0%
Pimlico
Prime C London
0%
Regents Park
Prime C London
0%
Victoria
Prime C London
0%
Hampstead Garden Suburb
Prime NW London
0%
Islington
Prime N London
0%
Battersea
Prime SW London
0%
Wimbledon
Prime SW London
0%
Fulham
Prime SW London
0%
Richmond
Prime SW London
0%
Wapping
Prime E London
x
Canary Wharf
Prime E London
x
Clapham
Prime SW London
x
Wandsworth
Prime SW London
x
Putney
Prime SW London
x
Barnes
Prime SW London
x
Chiswick
Prime SW London
x
Average
15%

Properganda PR

National and local media coverage for property businesses. Journo quotes delivered in minutes.

You May Also Enjoy

Estate Agent Talk

Castles, cottages, vineyards and barn conversions

The latest data from LandSale has revealed what buyers can expect to pay, and how much they can get for their money if they want to escape to the country, with castles, vineyards, barn conversions, and cottages currently offering very different routes to rural living. The analysis draws on LandSale’s internal listing data and examines…
Read More →
Breaking News

Poor property maintenance could wipe £59,000 in value

The latest research by property management specialist, Rushbrook, has revealed that landlords who fail to adequately maintain their rental properties could see as much as £30,172 wiped from the value of the average buy-to-let investment across England, with this potential loss climbing to almost £59,000 in London.   Rushbrook analysed landlord-specific property values across each…
Read More →
Breaking News

Breaking Property News 20/8/26

Daily bite-sized proptech and property news in partnership with Proptech-X.   Why Angela Rayner Housing Secretary is in the wrong job – again   A smile, bluster and vague soundbites will not solve the UK housing crisis  Thought Leadership by Andrew Stanton – CEO Proptech-PR  ‘I have been involved in the UK property industry since the mid 1980’s…
Read More →
Breaking News

Buyers Looking Beyond London

London new-build demand plummets behind commuter belt as buyers look beyond the capital   Demand for new-build homes in Essex more than three times higher than in London, while Hertfordshire faces supply squeeze amid growing buyer appetite   The latest research by UK Property Development has revealed a growing divide between London’s new-build market and…
Read More →
Finance

Top six tips for first-time buyers

Independent mortgage broker, Flagstone Financial, has outlined key advice for first-time buyers, pointing to flexible options as signs of an improving mortgage market.   With high loan-to-value lending (80–95%) becoming more widely available, the property ladder is more accessible than in recent years, and experts at Flagstone Financial, partner of the Beresfords Group, are advising…
Read More →
to let sign 2025
Breaking News

England’s rental stock surges by as much as 86.6% in a year

Rental listings have almost doubled in Tyne and Wear since August 2025, with Greater Manchester and a host of other markets also recording double-digit growth   The latest research from Propoly has revealed that England’s rental listings have climbed by an average of 7.4% in the past year, led by an 86.6% increase in Tyne and…
Read More →