London Daily

Focus on the big picture.
Monday, Jul 06, 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
Office for National Statistics Updates Historical Investment Data Review to Improve Accuracy
Department for Science, Innovation and Technology Highlights Economic Gains From Digital Inclusion
Debate Intensifies Over UK Defence Strategy and Domestic Security Priorities
Report Warns Full Transport Accessibility Could Add £176 Billion to UK Economy Annually
Medicines Regulator Approves First Targeted Treatment for Advanced Merkel Cell Skin Cancer
Government Commits £22 Million to Brighton Seafront Infrastructure Renewal and Transport Safety
National Security Bill Returns to House of Commons Amid Calls to Protect Humanitarian Work
Government Tightens Overseas Political Donation Rules to Strengthen Safeguards Against Foreign Influence
NHS Maternity Reform Expands Central Oversight After Critical National Review
Dover Border Warnings Highlight Post-Brexit Pressure on Cross-Channel Trade
Private Nuclear Consortium Advances £35 Billion Small Reactor Strategy in UK
UK Labour Leadership Signals Shift Toward Reindustrialisation and Regional Power
House of Lords Debates Rail Nationalisation Bill to Create Great British Railways
Scottish Affairs Committee Expands Inquiry Into SNP Financial Conduct
Evri Launches £1.2 Million Defamation Case Against BBC Over Panorama Investigation
Port of Dover Warns of Border Delays as EU Entry-Exit System Looms
Nigel Farage Referred to Standards Watchdog Over Alleged Undeclared Benefits
UK Government Faces Scrutiny Over Claimed AI Datacentre Investment After FOI Findings
UK and India Finalise Trade Agreement Rules Ahead of Mid-July Implementation
UK Government Establishes National Maternity Commissioner After Major Review of NHS Care Failures
Private Consortium Plans £35 Billion UK Nuclear Programme Targeting Small Modular Reactor Rollout
Andy Burnham Sets Out Ten-Year Reindustrialisation and Devolution Plan as Leadership Transition to UK Premiership Advances
Morocco and France Advance as 2026 FIFA World Cup Enters Quarterfinals.
Historic 2026 Tour de France Opens in Barcelona With Revamped Team Time Trial.
Global Mergers and Acquisitions Approach $4 Trillion Defying Geopolitical Tumult.
Negotiators Advance 20-Point Framework for Gaza Ceasefire and Demilitarization.
OECD Warns Middle East Conflict Will Depress Global Economic Growth.
Ukrainian Drones Strike Major Oil Terminal in St. Petersburg.
World Meteorological Organization Issues Urgent Alert Over Rapidly Intensifying El Niño.
United States Commemorates 250th Anniversary With Diplomatic Summits and Global Flotilla.
Iran Begins Days-Long Funeral for Supreme Leader Khamenei Amid Strait of Hormuz Standoff.
Technology giant reports surging carbon emissions driven by artificial intelligence infrastructure demands.
Artificial intelligence adoption accelerates workforce reductions across the technology and financial sectors.
Global technology and financial conglomerates collaborate to launch a new stablecoin standard.
United States regulators lift export restrictions on a major frontier artificial intelligence model.
Royal Society Exhibition Highlights Growing Focus on Public Trust in Science
Energy Costs and Supply Chain Risks Continue to Shape UK Business Strategy
Rapid Rise in Artificial Intelligence Adoption Reshapes UK Corporate Operations, ONS Says
UK Businesses Turn Defensive as Economic Outlook Weakens, Institute of Directors Data Shows
UK Government Faces Criticism Over Late Extension of Pub Hours for England Match
Inquest Continues Into Death of Noah Donohoe as Jury Deliberates Findings
Calls for Stronger Wildlife Attraction Safety Rules After Crocodile Enclosure Injury
City Fire Under Control After Major Blaze Sends Smoke Across Urban Area
Police Investigation Continues After Officer Killed During Road Closure Duties
Blackpool Hotel Fined £120,000 After Electric Shock Incident Involving Child
Whistleblowers Allege Delays in UK Special Educational Needs Support Services
Calls Grow for Improved Support for UK Armed Forces Personnel Facing Health Conditions
Rising UK Energy Price Cap Increase Prompts Wider Concerns Over Household Pressures
UK Businesses Remain Concerned Over Global Conflict Risks to Supply Chains, ONS Finds
Office for National Statistics Reports Rising Adoption of Artificial Intelligence Across UK Businesses
×