Reviewing the Numbers with Toby
As we move further into 2026, the SW5 market continues to show that quality and pricing precision are everything. In the final quarter of 2025, achieved prices saw a modest uplift of 2.2% annual change in achieved price, yet transaction levels were notably lower, with a 36.1% annual decrease in transactions. What this tells us is not that demand has disappeared, but that buyers are more selective and negotiations more disciplined.
The data shows that the average achieved price per square foot was £1,146, with an average discount of 15.0% on initial asking price, reinforcing the importance of getting pricing right from day one. In comparison, tlc achieved an average of 96.32% of asking price on completed sales, demonstrating the value of accurate pricing strategy, careful negotiation, and experienced local representation. Flats have shown resilience, with achieved prices per square foot increasing by 3.9% over the last year, while houses saw a 13.8% decrease. Interestingly, average flat prices remain 6.0% lower than five years ago, with buyers paying £74 less per square foot than they did five years ago, which continues to influence buyer behaviour.
From a supply perspective, the market remains competitive. Currently, 80.3% of properties have been on the market for over three months, and 58.8% of properties on the market have been reduced in price, highlighting the consequences of overambitious pricing. Only 16.7% of available properties are currently under offer, and just 4.3% of properties sold within three months, compared to 17.6% across Central London. Additionally, 48.7% of properties on the market are priced at £1 million or higher, meaning the upper brackets remain particularly sensitive to correct positioning.
For landlords and investors, this environment reinforces a clear message. In a selective market, presentation, pricing strategy, and strong negotiation are what secure results. When properties are aligned with current market expectations, they do move. When they are not, they sit.
Overall, SW5 remains a premium micro market within Kensington and Chelsea, but success in 2026 will continue to favour those who approach the market with clarity, realism, and expert guidance.
In a market where pricing discipline is clearly influencing results, obtaining an accurate, data led valuation is essential. Are you ready to understand your properties vaule, book your free valuation today.
