Thinking of Selling or Letting? How to Stand Out in Today’s Stagnant Central London Market

Central London’s property market has always had a mind of its own, but 2025 has brought a few new twists to the mix. With inner London prices actually falling by an average of 3.0% over the past year (while outer London has grown a healthy 4.4%), and some once-iconic addresses still sitting well below their historic peaks, it’s never been more important to stand out—whether you’re selling or letting.

So, what does it actually take to get noticed and get results in today’s slower, buyer- and renter-savvy market? Let’s break down some simple but game-changing strategies drawn from what’s really working right now across Central London.

The Power of Proper Pricing

Let’s start with the real dealbreaker: price. If you ask any agent worth their salt, they’ll tell you the same thing—overpricing is the number one reason homes sit on the market gathering dust (and a bit of side-eye from savvy buyers).

Right now, people are dealing with higher borrowing costs, uncertainty around taxes, and even things as niche as rising private school fees. All this makes every buyer and renter that much more sensitive to, well, value.

Here’s what you should do:

• Get Multiple Valuations: Ask at least three agents for pricing opinions. (Seriously, three. Not just the one who promises the moon.)
• Don’t Chase the Highest Offer: The agent who suggests the highest price may just be trying to win your business. Reality? Overpriced homes simply get ignored, especially now.
• Compare Actively: Look at comparable properties, both sold and currently listed. Make sure your price positions your property as better value—so it stands out right from the start.

If your home’s competitively priced, you’ll not only attract more viewers, but you’re also more likely to get strong offers and avoid letting your listing languish.

Make the Right First Impression (It’s Everything)

In a market where buyers and tenants are getting pickier, presentation is no longer optional. It’s a must. Every detail counts, because buyers have choices—and tenants have plenty of options, too.

Three ways to make your property pop:

1. Declutter & Deep Clean: Clear out anything that makes the space look crowded. Hire a pro cleaner—seriously, it’s worth every penny.
2. Stage for Success: Think fresh linens, cozy throws, and just enough styling to make people envision themselves living there. Neutral, clean, and welcoming wins the day.
3. Professional Photography: Mediocre photos are a deal-breaker. Invest in a professional shoot; it makes your marketing sing online and helps you stand out instantly.

Bonus tip: If your home has amazing light, original features, or a killer view, make sure those are front and center in photos and viewings.

Get Market-Ready Before the Competition

One big trend right now? There’s a noticeable lack of fresh stock, particularly in certain inner London hotspots. This can actually be an opportunity—properties that hit the market ahead of the next wave have much less competition, and that means more attention for you.

Timing tips:

• List Ahead of Seasonal Surges: Late summer and early spring are classic times when more properties pop up for sale or let. Try to get in just beforehand if you can.
• Be Flexible on Viewings: With fewer buyers and tenants to go around, you want to accommodate as many as possible, even at awkward times.
• Monitor Local Listings: Regularly check what’s coming on and off market in your postcode. Adapt fast if supply starts to ramp up.

Understand and Work Your Micro-Market

Not all of Central London is created equal right now. While Knightsbridge and Belgravia are still over 20% below their 2014 peak (potentially a bargain for cash-rich international buyers), places like King’s Cross and Islington are running hot and at peak pricing.

Your move?

• Find Your True Competition: Get granular. Who are you really up against? A similar flat a block away, or a whole different neighborhood?
• Tailor Your Targeting: If your property’s a family home near top schools, highlight that (even if school fees are rising, location never goes out of style). If it’s a penthouse in a tourist hub, play up those wow factors.
• Team Up with Local Experts: Agents with update-to-minute street-level intelligence (like the ones here at Procuro!) can help you position and market your property for what’s working right now, not what worked last year.

Flexibility: Your Secret Weapon

We get it—everyone wants to sell (or let) at the best possible price. But in this market, flexibility is often the key to doing a deal, full stop.

• For Sellers: Be ready for negotiations, and consider all offers seriously—even if they’re a little under your expectation. Sometimes speed beats price, especially if you’re up against slow-moving stock.
• For Landlords: Consider longer-term lets (two years and up are trending), which give tenants security and you stable income. If you get a great tenant at a slightly lower rent, that certainty can easily outweigh the “lost” income of waiting for someone to pay your dream price.

Marketing: Max Out Your Reach

In slower markets, you need more eyeballs on your property, not less. Here’s how:

• Multi-Channel Advertising: Don’t just list on one portal—spread your reach across the big property sites, your agent’s site, and on social (Instagram is surprisingly effective for London lets and sales!).
• Video & Virtual Tours: Especially popular post-pandemic, these tools let people view your property from anywhere, at any time.
• Compelling Descriptions: Make every word count. Highlight unique features, transport links, green spaces, and the “little extras” (concierge, gym, parking, you name it) that set your place apart.
• Prompt Responses: When people enquire, answer fast! In today’s market, rapid follow-ups convert interest into real viewings.

Don’t Go It Alone—Use the Right Agent

It’s tempting to go DIY when times are tough, but in a slow market, an experienced agent is worth their weight in gold. You want someone who:

• Knows Your Local Patch: Micro-markets can change street by street. Procuro’s local experts live and breathe Central London and have the intel you need.
• Negotiates Like a Pro: Skilled negotiators can save (or make) you thousands in the final deal.
• Handles the Legwork: Vetting tenants, chasing up inquiries, smoothing out bumps—it all adds up to a faster, smoother transaction.

If you’re thinking about making a move, have a look at what makes us different at Procuro.

The Bottom Line: Realism Wins in 2025

Standing out in the current Central London market isn’t about gimmicks or shortcuts—it’s about getting the basics right, pricing smart, looking pro, and working with the right partners.

The good news? Sellers and landlords who stay nimble stand the best chance of finding the right buyer or tenant, even when the market isn’t doing you any favors.

If you’re curious about how your property measures up or want advice tailored to your building, street, or neighborhood, drop us a line. The Procuro team is always here for an honest chat—no slick sales talk, just local know-how and real support.

Ready to get started? Visit theprocuro.com and let’s make your next move the smart one.