The current prime property market presents opportunities for buyers prepared to look carefully, understand value and take a longer-term view. But as Ashley Wilsdon and Ben Horne of Middleton Advisors explain in First In The Door’s Autumn 2026 industry perspective, a lower asking price does not necessarily make a property the right purchase.
Value is about more than the asking price
Ashley Wilsdon, who advises on Prime Central and North London, highlights the limited supply of best-in-class homes, despite the wider market being described as a buyers’ market.
“At the start of the year, we saw a lot of compromised homes hit the market, which resulted in commentators remarking that it was a ‘buyers’ market’. However, our clients appoint us to find best-in-class homes, and these properties remain in scarce supply.”
The distinction matters. A property may be available at a discount, but buyers still need to assess its condition, location and long-term suitability. As Ashley puts it, “It’s easy to buy a compromised home at a discount, but that will unlikely be the right long-term investment decision.”
Look beyond the purchase price
For buyers considering a property that needs refurbishment, Ben Horne emphasises the importance of understanding the likely costs before committing.
“The cost of doing work has gone through the roof. Getting the right advice before buying on what a project might actually cost, rather than an optimistic guess, has become so vital.”
Renovation can offer the opportunity to shape a home around specific requirements, but the financial case needs to be assessed realistically. Building work, ongoing ownership costs and the time required to complete a project should all form part of the decision from the outset.
A considered approach to buying
The wider industry perspective points to a market where conditions differ by property and price bracket. Buyers may have more room to negotiate, but the most suitable homes can still attract competition. Preparation, a clear understanding of local values and careful due diligence remain important.
Ashley and Ben’s advice is not to pursue a discount for its own sake. It is to identify the right property, understand what it is worth and make a decision based on the full picture.
