Joanna Cocking, head of private office at Hamptons, said: “The prime and super prime market has undoubtedly come under pressure over the past few years, and even homes in the most coveted postcodes have had to adapt to a more price sensitive, negotiation driven environment.
“What remains absolutely consistent, however, is the appetite among HNW buyers for truly best in class homes – “unicorn” houses that tick every box.
“Predominantly turn key, freehold, architecturally outstanding, positioned on the most desirable stretch of the best road.
“When these assets come to market at the right level, they continue to perform exceptionally well.
“It’s also notable to see the spread of high value transactions across both the traditional ultra prime districts and the newer, pockets of demand.
“This reflects a shift in buyer preferences – it’s increasingly more about the product than postcode – property first, location second.”
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