Prime London fringes dominate sales activity as high-end buyers prioritise space and lifestyle

The latest market analysis by prime London property brokerage, Jefferies James, has shown that it is the prime London fringes that continue to prove most popular among the capital's high-end homebuyers, with the top five performing prime postcodes based on sales activity all located on the outer edges of the prime market. Jefferies James analysed the latest figures on prime London property sales on a three-month rolling basis across each prime postcode, identifying which areas are proving most popular based on the average level of market activity seen over the period. The research shows that, on average, 358 homes have sold per month across prime London postcodes. The prime fringes continue to attract the greatest level of interest as high-end buyers prioritise a greater need for larger homes, outdoor space, and lifestyle-driven locations, as the SW11 postcode (Battersea) has seen the highest level of market activity, with an average of 43 homes sold per month - accounting for 12% of all prime postcode sales. Both SE1 (Borough and South Bank) and SW6 (Fulham) follow closely, each recording an average of 34 homes sold per month. SW4 (Clapham) ranks fourth with 26 monthly sales, while W4 (Chiswick) completes the top five at 21 sales per month. However, current market activity is not confined to the fringes alone, with the prime central London postcode of SW1 (Belgravia, Westminster and Victoria) averaging 19 sales per month, whilst this activity has been matched in the prime inner postcode of W2 (Paddington, Bayswater, Hyde Park). W9 (Maida Vale) also ranks within the top ten most active prime postcodes, further highlighting continued demand across well-connected, established prime neighbourhoods. Damien Jefferies, Founder of Jefferies London, commented: "When it comes to current market activity, it's the fringe postcodes of the prime London market that remain the most active. This is very much a continuation of the trend that emerged in the wake of the pandemic, as buyers placed greater importance on larger homes and access to outdoor space over central locations and exclusivity. While we expect these lifestyle-driven priorities to continue shaping the prime London market, it's important to note that a clear rebalancing has taken place in recent years. The enduring appeal of central prime London postcodes is evident, and we're now seeing a far more mixed landscape, where the traditional heartlands are once again supporting activity alongside the fringes."