Case Study – Westminster

Our client was London-based and working in the finance sector, while his partner was relocating from Europe to join him in the UK. Together, they had been searching for a suitable home in central London for some time and had developed a specific property brief.

They were looking for either a large period maisonette with private outside space or, potentially, a townhouse. It was important to be within easy reach of Mayfair, while also considering surrounding areas including Westminster, Marylebone and Paddington.

The property needed to provide an efficient and practical layout, generous ceiling heights, excellent natural light and a position on a quiet residential road. They required at least 1,400 sq. ft. and had a maximum budget of around £1.2 million.

This combination of size, location and budget created a genuine challenge, particularly while maintaining the required quality of both the property and its immediate surroundings.

Although the clients had already been searching independently, the London apartment market had become increasingly fragmented. There was a considerable range of pricing and, in some cases, significant disparities between seemingly comparable properties.

Our clients wanted to ensure they were not only purchasing a fantastic home that met their lifestyle requirements but also securing true value for money in what was widely regarded as a ‘buyer’s market’ across London in 2026.

It was a challenging brief, but one we were extremely keen to assist them with.

Following our instruction and a detailed consultation to agree the search brief, we carried out a proactive review of all suitable opportunities across the market. This included publicly available listings, off-market properties and homes that had been available for some time, where changing vendor circumstances might create greater flexibility during negotiations.

Through a longstanding relationship with a selling agent with whom we had transacted previously, we became aware of a fantastic period maisonette in Westminster. Although the property was being openly advertised, we understood that there could be an opportunity to purchase it at a considerably lower level than the stated guide price.

The sellers had identified another property that they wanted to buy and, having been on the market for some time, were keen to secure a committed purchaser. Our clients’ chain-free position and motivation to proceed made them particularly attractive buyers.

After previewing the property, it quickly became clear that it represented an excellent match for the brief. Our clients both travelled to view the home and were extremely interested. It was an opportunity on which we wanted to act almost immediately.

The negotiations were extensive but conducted professionally throughout. Alongside the discussions, we undertook detailed due diligence, statistical pricing analysis and a careful review of relevant local comparable evidence.

It was vital to maintain a strong rapport between our clients, ourselves, the selling agent and the sellers. Negotiations of this nature can easily break down where there are major differences of opinion, so maintaining constructive communication and trust between all parties was a key part of our strategy.

We were ultimately able to secure a fantastic result for our clients, agreeing the purchase at a price 16% below the guide price and within their £1.2 million budget.

The agreed figure was equivalent to approximately £850 per sq. ft., representing exceptional value for a substantial property in a prime Westminster location. The outcome was so strong that the selling agents at Savills were themselves surprised that the transaction could be agreed at this level.

Having secured the property within two weeks of our instruction, we then guided the purchase through the full transaction process. We worked closely with the solicitors, surveyor, selling agents and both sides of the transaction to ensure the matter progressed safely through to exchange of contracts and completion.

Our clients have now moved into their new Westminster home and could not be happier with the result. They secured a substantial period property that met their highly specific brief, while also achieving genuine value for money in one of central London’s most desirable locations.

‘We would wholeheartedly recommend Alex and Ridgestone Property to anyone looking to buy a home in London.

As first-time buyers, we couldn’t have asked for a better buying agent. Alex took the time to really understand what we were looking for and helped us find a fantastic home that is exactly right for us and that we could not have sourced ourselves via usual methods / platforms.

He clearly explained what to expect at every stage of the process. Especially with one of us based outside the UK throughout much of the search and purchase process, his support, responsiveness and advice were invaluable and helped us complete smoothly, efficiently and at a great price.

We’re so grateful for all of Alex’s support and couldn’t be happier with our experience.’

A. Keller