I stay informed about the evolving needs and preferences of my UHNWI clients largely through communication. Sharing insights, market intelligence, property details, and client briefs on a daily basis goes a long way toward establishing a deep understanding of UHNWI preferences and activity across the city…”
Ben Davies, Ben Davies Property
Ben Davies has been an agent in the London market for over twenty years, beginning in 2003. Throughout his career, Ben has specialised in the areas of Notting Hill, Kensington, and Holland Park, working at both smaller boutique agencies and a large international firm. Ben Davies Property was launched in 2020, and with his own company, Ben has continued to build on his expertise in these prime districts while also expanding his coverage into the broader Royal Borough of Kensington and Chelsea. Most transactions at Ben Davies Property have involved family houses and large flats; however, Ben possesses extensive experience across the residential sector and deals in properties of all shapes and sizes. Here, we discuss why Ben Davies Property is one of the most sought after agents in south west London…
C&B: “Ben, congratulations on the success of your comparatively new business; which strategies do you employ to attract ultra-high-net-worth individuals to the properties you represent?”
BD: “Two of the most vital components needed to be able to reach the most suitable and highest quality buyers, are contacts and communication. Over the past two decades, I’ve nurtured and maintained an extensive network of contacts across the London market and wider property industry. Communicating with this network is often how the best buyers can be found – particularly for the higher value and more exclusive homes. Alongside this though, no two clients and properties are the same so, for each one I’ve devise a tailored promotion strategy that takes into account the property type and value along with a client’s circumstances, objectives and target timescale. These campaigns vary in scale from discrete, highly targeted off-market ‘placing’ of a property, to full-scale open marketing with online advertising and social media exposure…”
C&B: “On the subject of bespoke tailoring for each UHNW client, how do you specifically assess their unique needs when sourcing properties for them?”
BD: “Again, communication is key not only at the outset when establishing their brief but throughout the process so that I can adapt swiftly should preferences and criteria change during the search – which they sometimes do!”
C&B: “Can you describe your approach to pricing luxury properties, and how do you ensure they’re positioned competitively in the market?”
BD: “The starting point for pricing is always my own personal knowledge and experience of a property type and its neighbourhood. This is then supported by detailed research of data for historical transactions and ‘live’ competing listings. Lastly, keeping informed of market trends, forecasts and analysis helps, not only with the initial recommended price but with ongoing advice through the campaign to ensure that momentum and engagement remain strong…”
Recently, I managed the off-market sale of a house in Kensington. Through a carefully considered and limited circulation of the property details, a sale was successfully concluded at the full asking price to a cash buyer, who was identified within three weeks…”
Ben Davies, Ben Davies Property
C&B: “Yes, your thorough knowledge of the area must be a huge advantage in what is a very competitive business. Can you specify the marketing tactics you use to promote high-priced properties to your global network?”
BD: “Whether based in the UK or internationally, many buyers of high-value properties in prime central London are represented by a buying agent. Therefore, promoting a property to this group is a crucial component of the initial marketing phases. In addition, extensive online advertising across property portals and social media, utilising high-quality materials – such as photography, digital brochures, and virtual tours – are employed to reach the widest audience possible…”
London’s appeal as a centre for finance, technology and education with world-class cultural venues and events is undiminished and we are optimistic for healthy trading in 2025…”
Ben Davies, Ben Davies Property
C&B: “Maintaining discretion is key to the success of a high level transaction; how do you maintain confidentiality when dealing with high-profile clients in the buying and selling process?”
BD: “With great care and diligence; throughout my long career, during which I’ve covered some of the most desirable and fashionable areas of the city, I’ve often represented high-profile clients and those in the public eye. It’s an important aspect of our service that we commit to operating with complete discretion for our clients. Having established long-standing and close relationships across the London property scene in various sectors – including search agents, solicitors, surveyors, and financial advisors – enables us to assist our clients through every facet of their property journey with experts in their respective fields who share our values.”
C&B: “Could you share some insights into the current trends in the luxury real estate market in London, particularly in relation to your discerning client base?”
BD: “At the top end of the market, the best properties on the most sought-after streets still perform well and are almost immune to any adverse trends that might affect other price bands and property types. More generally, though, the prime London market has experienced a slightly more subdued period recently, impacted by rising interest rates, economic uncertainty, a General Election and a new government laying out its fiscal policies in the Budget (of October 2024). Pleasingly, this last event did not impact the property market as much as many feared but changes to capital gains tax, inheritance tax and an increase to the surcharge on stamp duty from 3% to 5% for those who already own a property, will be factors that UHNWIs, both at home and abroad, will have to factor into their calculations. Welcome consequences of these events now being in the past, are a slightly more balanced relationship between supply and demand and, more importantly, we now have certainty on all the tax implications associated with buying a property in London, which we expect will mean the return of a normal market as people get on with their moves. London’s appeal as a centre for finance, technology and education with world-class cultural venues and events is undiminished and we are optimistic for healthy trading in 2025…”
C&B: “Yes – here’s to a very successful 2025! There are often challenges, though, in any market. What obstacles do you find yourself facing when negotiating deals in the luxury market, and how do you overcome them?”
BD: “In markets where prices and sentiment fluctuate, the biggest challenge can be the negotiation itself, particularly when a vendor’s or buyer’s expectations are not aligned with where a property’s value is likely to lie. Again, information and data are key in this context, which should include detailed local market knowledge, historical transactional data, information on progressing sales, and wider market trends. All buyers and sellers want to achieve their goals at a price they feel is fair, and providing such context can go a long way in offering this comfort…”
C&B: “How do you leverage your network of contacts and resources built up over the years to maximise the benefit to your clients in their property transactions?'”
BD: “As mentioned above, this involves regular communication with contacts I have across the industry to ensure that I am always aware of live client searches they might have or available properties – especially those that may be offered discreetly and exclusively ‘off-market.’ For buyers, I have trusted professionals in various areas of the property sector, including conveyancing, surveying, finance, and interior design, who can provide valuable assistance and insight at different stages of a purchase and beyond. Furthermore, one of the most significant advantages of working independently in this industry, as opposed to being employed by a large firm, is the ability to deliver a highly focused service. With the absence of any broader company duties or responsibilities, all time and energy are devoted to the small number of clients I choose to work with at any one time…”
C&B: “Can you discuss any notable transactions you have facilitated that exemplify your expertise in the luxury real estate sector?”
BD: “The two most recent search and acquisition clients I’ve represented, each pursued highly desirable properties that were attractively priced. As a result, they found themselves in extremely competitive bidding processes – one involved seven other parties and the other, more than ten. By working with these clients and advising not only on price but how to put together the most compelling and impressive offer packages, they were both successful in securing their respective properties ahead of all other interested buyers. This highlights the value of having an experienced property agent acting on your behalf for without that these clients almost certainly would not have secured these places…”
C&B: “Last question, Ben – what advice would you give to prospective buyers or sellers of luxury properties in London to optimise their experience in 2025?”
BD: “The pace of residential property sales in the UK has dropped dramatically in recent years. So, first advice is to employ an experienced agent, such as my company Ben Davies Property, to represent you. Not only is this helpful in finding a buyer or property, but we’ll be able to provide valuable insight and guidance for navigating the sale process and minimising the risk of undue delays. Secondly, I’d suggest that both sellers and buyers have comprehensive paperwork in place to help ensure that a transaction can progress as swiftly and smoothly as possible. On the seller’s side, this will include guarantees and consents relating to works carried out at the property during ownership and, in the case of a flat/apartment, preparing the management company and freeholder to respond to any enquiries that come their way during the sale. Buyers will need to supply information regarding finances and the source of purchase funds. At the beginning both buyers and sellers will also be required to provide identification documentation. In the case of UHNWIs, a purchase can often involve trusts or corporate structures and these will require even more time and work in order to meet compliance obligations. Lastly, possibly the most important point is to appoint a good solicitor in whom you have full confidence that they will act efficiently and communicate regularly through the process…”
C&B: “Thank you for a very interesting and informed conversation; all the best to Ben Davies Property for 2025!”
CONTACT: http://www.bendaviesproperty.co.uk
