London Daily

Focus on the big picture.
Thursday, Jul 02, 2026

Rich homebuyers shift searches to south and east London areas

Rich homebuyers shift searches to south and east London areas

London’s cheapest property hotspots, in particular those south and east of the capital, have seen the largest increase in residents with high-earning jobs
Wealthy London buyers may have once confined their house hunt to popular urban villages in Zones 1 and 2, but rising prices are even pushing those with higher-than-average salaries — and therefore more borrowing power — out to the south and east of the capital.

Dartford in Kent, its neighbouring London borough of Bexley and Newham in the east all recorded 34 per cent growth in the number of high-earning people living there in the decade leading to the 2021 Census, according to exclusive data from estate agent Savills.

People with high-earning occupations — ‘wealth drivers’ — are categorised as managers, directors, senior officials and those that have professional roles in the Savills research.

Bexley and Newham, consistently among London’s cheapest areas to buy a home, along with Dartford all have average property prices well below the wider London figure of £542,000.

“London house prices are such that if people want to meet requirements for space, they will be pushed into areas where they can stretch their savings and borrowing potential further,” says Lucian Cook, head of residential research at Savills.

“This has been particularly apparent over the past three years when the demand for homes with coveted private outdoor space, as well as a place for a home office has spiralled.”

Prices in the Olympic borough of Newham more than doubled to hit £440,000, having seen price growth of 103 per cent since 2011.

In Bexley, property prices rose 84 per cent to £420,000, while in Dartford prices rose 75 per cent to £365,000.

Table: London and surrounding areas with the largest 10-year growth in high-earning residents

Some of London’s most expensive boroughs are home to the greatest number of high-earning occupations. The City of London, Richmond upon Thames and Kensington & Chelsea have more than 54 per cent ‘wealth driver’ roles.

In the City, where 65 per cent of residents have high-earning jobs, the average property price is now £828,112. Although, with a small sample size of just over one square mile, property prices in the area are often skewed by limited stock or high-value listings.

Named London’s happiest place to live for the eighth consecutive year in December, Richmond upon Thames has an average property price of £976,160 and more than half of residents there (55 per cent) work in high-earning roles.

The ultra-exclusive Kensington & Chelsea borough, which has an average house price of £2,409,454, comes in third place for high-earning occupations with 54 per cent of residents in manager or senior official roles.
Newsletter

Related Articles

0:00
0:00
Close
UK DEFENCE AND TECHNOLOGY STRATEGY TILTS TOWARD SOVEREIGN CAPABILITY AND INDUSTRIAL INVESTMENT
UK ECONOMIC POLICY OUTLOOK SHAPED BY LEADERSHIP TRANSITION AND FISCAL SIGNALS
STERLING STRENGTHENS AMID SHIFTING MONETARY OUTLOOK AND GLOBAL LABOUR MARKET SIGNALS
UK HPV VACCINATION PROGRAM NEARLY ELIMINATES CERVICAL CANCER DEATH RISK IN YOUNG WOMEN
UK EXPANDS PRISON SAFETY REVIEW AS GOVERNMENT SEEKS WIDER SYSTEM REFORM
UK DRIVES DIGITAL ASSETS STRATEGY WITH NEW STABLECOIN REGULATORY MODEL
UK TO EXPAND AI INFRASTRUCTURE THROUGH NEW EUROPEAN TECHNOLOGY PARTNERSHIP
UK LAUNCHES £15 BILLION DEFENCE TECH SHIFT TOWARD ADVANCED MILITARY SYSTEMS
CIVIL SERVICE FACES SHIFT IN POWER STRUCTURE AS REGIONAL GOVERNANCE PLANS EXPAND
WHITEHALL CONSIDERS MAJOR DECENTRALISATION PLAN WITH SECOND GOVERNMENT HUB IN MANCHESTER
UK TARGETS SERVICES EXPORT GROWTH IN TRADE TALKS WITH CHINA AMID GEOPOLITICAL TENSIONS
POLICE WATCHDOG PROBES OFFICERS OVER HANDCUFFING OF DYING TEENAGER IN HAMPSHIRE CASE
UK REGULATORS UNVEIL DUAL OVERSIGHT FRAMEWORK FOR STABLECOINS AND DIGITAL ASSETS
KEIR STARMER ANNOUNCES £15 BILLION DEFENCE TECHNOLOGY BOOST IN FINAL MAJOR POLICY MOVE
ANDY BURNHAM SIGNALS STRICT FISCAL RULES AS LABOUR LEADERSHIP RACE SHAPES MARKET OUTLOOK
POUND STERLING HITS ONE-YEAR HIGH AS BANK OF ENGLAND SIGNALS NO IMMINENT RATE CUTS
UK Government Confirms Rejected Asylum Seekers to Remain Amid Enforcement Challenges
UK-China Economic Talks Focus on Services Trade and High-Value Sectors
Buckingham Palace Revamp Plans Unveiled to Modernise Royal and Public Facilities
Two Dead After Light Aircraft Crash in Essex Field, Investigation Underway
Princess Diana Marked at 65 With UK Tributes Reflecting on Her Public Legacy
England Teachers Face New Pay Cap Rules for Academy School Leaders Under Education Reform
Dublin Security Alert Escalates After Stabbing and Reports of Transport Disruption
UK Government Faces Scrutiny Over £10,000 Asylum Living Cost Contribution Requirement
England Prepares World Cup Knockout Match Against Democratic Republic of Congo
Northern Rail Project Warned of HS2-Style Cost Risks by UK Parliamentary Committee
UK Tightens Asylum Rules as Most Rejected Applicants Expected to Remain in Country
UK Heat Health Alert Issued as Temperatures Expected to Exceed 30°C Across England
Halifax Brand to Disappear From UK High Streets in Lloyds Banking Group Restructuring
England Teachers Receive 6.6 Percent Pay Rise Over Two Years as Schools Warn of Budget Strain
UK Defence Spending Plan Sparks Budget Clash as Regional Infrastructure Projects Face Pressure
Inquest Continues in Northern Ireland into Death of Noah Donohoe in Belfast
UK Travel Industry Calls for Suspension of New EU Border System During Peak Holiday Season
Telegraph Media Group Acquired by German Media Firm in £575 Million Deal Completion
House of Commons Warns Northern Rail Upgrade Risks Repeating High-Speed 2 Cost Overruns
UK Transport Unions Warn of Summer Strike Action Over Pay Disputes
UK Health Secretary Calls Maternity Care Review a “Watershed Moment” for NHS Reform
Nigel Farage Faces Questions Over £270,000 Payment Linked to Gold Marketing Firm
Labour Government Faces Internal Division Over North Sea Oil and Gas Policy Direction
National Screening Committee Invites New Proposals for UK Health Screening Programmes
UK and China Hold Industrial Strategy Talks on Trade and Export Growth Opportunities
UK Defence Funding Gap Widens as £4.7 Billion Shortfall Puts Pressure on Spending Priorities
United Kingdom Faces Historic Demographic Shift as Deaths Forecast to Exceed Births in England and Wales
United Kingdom Introduces Major Motability Scheme Reforms Targeting £1 Billion in Long-Term Savings
Global Billionaire Numbers Rise 13 Percent Amid Artificial Intelligence Stock Boom
Body of Fifteen-Year-Old Boy Recovered from Manchester Reservoir
Major Rail Disruption in UK After Cows Stray Onto Intercity Tracks
UK Launches National Campaign to Reduce Water Consumption After Heatwave
Foreign Secretary David Lammy Raises Case of UK Woman Death with US Authorities
Shetland Islands Council Approves Subsea Tunnel Plans Linking Major Islands
×