Elias Raymond

Savills’ Primrose Hill office, which first opened its doors eight years ago, has been a trusted advisor in the area for over three decades. Having lived in north west London since my childhood, this part of the Capital has always felt like home. With its village-like charm and tight-knit community, this exclusive enclave has long been a sought-after location for individuals, couples, and families. Many residents choose to stay in the area long-term, seamlessly upsizing or downsizing in line with their property needs. While ever popular among family buyers, times are changing and it feels as though we’re now seeing the next Primrose Hill generation moving into the neighbourhood.

Having led the Savills‘s sales team for the past six years, I’ve seen how the demographic of buyers and sellers has shifted during this period. Historically, around 50 per cent of our clients sought spacious family homes, such as the iconic pastel-coloured Georgian houses on Chalcot Square. But this part of the market has been far more rarefied recently, with prime properties in sought after addresses coming to market less frequently. This is largely due to families holding onto their homes longer, having made strategic, future-proofing moves that will see children through their education and beyond.

What’s been clear this year is how Primrose Hill is attracting a younger pool of buyers, particularly individuals and couples in their twenties and thirties, drawn to the area’s charm. The neighbourhood boasts an abundance of green space – one of the key criteria for this new wave of buyers – but crucially, with excellent connectivity via four nearby stations, it also offers buyers that sweet spot between lifestyle and convenience.  The area’s vibrant community atmosphere, characterised by its bustling high street, appeals to these next-generation purchasers. In fact, around 70 per cent of our recent sales have been to younger individuals and couples who are forward planning, seeking flats and larger apartments with two or three bedrooms to accommodate any potential family needs in the future.

Primrose Hill’s enduring appeal ensures that demand remains strong and property prices resilient. I may be biased, but I truly feel that Primrose Hill has it all, and will continue to attract generations of buyers for years to come.