An interview with Will Watson, Head of The Buying Solution, the UK Property Buying Consultancy

Hi Will, thanks for joining us today. Please tell us a little about the business?

Thank you for having me. Our company provides top-tier service for individuals looking to purchase residential property in London and the English countryside. We cater exclusively to a select number of private clients in the high-net-worth and ultra-high-net-worth categories. By limiting the number of clients we take on at any given time, we are able to deliver an exceptionally high level of service. Our approach is to take a journey alongside our clients, recognising that the process of purchasing a home takes longer than ever before.

We understand the challenges of finding available properties and dealing with high moving costs, including stamp duty. However, we are committed to offering exceptional service and assisting our clients every step of the way. We have established long-term relationships with many clients who have trusted us, and our goal is to make this process as smooth and rewarding as possible.

When it comes to purchasing one of your most significant assets, why should people have to compromise? We act as advisors and don't sell anything, which is crucial. Our approach is to consider things from the client's point of view, and our focus is building trust. We provide a bespoke and highly personalised service, offering access to resources that buyers may not have on their own, primarily through our extensive private network of contacts within the property industry.

You mentioned positioning yourself as Buying Agents before. Why is that distinction important to you?

It's important to recognise that the property market has undergone significant changes in the last five years. Many traditional selling agents have transitioned to also become buying agents, sometimes involved in both selling and buying properties. This situation creates potential conflicts of interest. However, our team has remained unwavering in our commitment to exclusively representing buyers. While each team member has experience as a selling agent, we are dedicated to ensuring there are no conflicts of interest when it comes to representing buyers in the market.

The private market is obviously very attractive to people who want to explore these more exclusive opportunities. How do you have access to such a large portfolio of off-market properties in this space?

Our team has over 175 years of combined experience and an extensive network, including strong personal connections with various professionals such as selling agents, brokers, runners, developers, architects, interior designers, past clients, and local friends. Because of our solid track record and reputation, we have access to property opportunities before they are publicly available. We also live in the areas we cover, so vendors often approach us to find suitable clients for their properties. Selling agents know that we represent the best buyers in the market, and keep us informed of available opportunities.  

Our business prioritises discretion and privacy, which has earned us a strong reputation. Clients and contacts come to us because of our professionalism and established track record. In fact, over 60% of the properties we have bought for clients during the last 12 months were purchased before they even appeared on the open market. 

When we look at the the buying market through the lens of an international buyer, the UK market - in particular London - has always remained attractive. Why do you think it's remained so competitive and appealing for so long?

There are three main factors. The first is related to business. Many people come to London to set up offices because the UK time zone is strategically positioned between the Americas and Asia, making it a convenient gateway to Europe. As a result, numerous private equity firms, hedge funds, and tech companies have chosen to establish their offices in London for easier access to the global market compared to other locations.  

Education is a significant factor, and the UK is known for having one of the best school systems in the world. For ultra-high-net-worth and high-net-worth individuals, providing their children with top-quality education is a priority, and the UK offers just that.

Running closely behind is our culture and our history. The English speaking influence is massive and is hugely important for businesses and so many people who have English as a second language if not first. People also generally feel safe here compared to many other parts of the world. Even just the influence of our social calendars and sporting calendars - they do play a big part and we see a lot of very wealthy global families wanting to have a base here or live here.

So on that note, what would you say to someone who is actually already looking to buy, but is perhaps new to the UK market?

I would advise you to keep an open mind in the early stages of your search. Finding a good property is not as easy as you might think, especially in London. We are fortunate to work at the top end of the market, and from that perspective, I can tell you that even with a large budget, options for buying UK property are not unlimited. Good houses and apartments are rare and don't come up for sale often. Families often hold them for a generation or even longer. You will need to be patient and seize opportunities when they arise, such as when owners decide to upsize, downsize, move overseas, or relocate to the countryside.

It's also essential to keep an open mind about the location. For instance, London is divided into numerous small villages and neighborhoods, each with its own distinct vibe and atmosphere. What appeals to me may not appeal to you, and vice versa. Therefore, it's crucial to find a location that suits your preferences. It's not uncommon for people to start their search in Mayfair and ultimately purchase property in Chelsea or Wimbledon for various reasons.

Going back to that wealth of experience, I'm sure you're also very 'on the pulse' regarding the economic outlook within the buying and selling industry and how the economy impacts it. So, what's your current opinion on the UK outlook, and why do you think it's a good time to invest?

I am confident that the UK will thrive and continue to attract global wealth in the long term. Despite the current period of uncertainty and the potential change in government, I see it as an opportune time to consider potential buying opportunities, taking advantage of the market's current pause caused by the noise and uncertainty.

The market reacts very quickly, so suddenly there will be more confidence in the market again. Prices could stabilise or even start moving in certain areas, but this window of opportunity may be short. I believe there are some great opportunities right now, and I'm still very optimistic in the long term.

So with regards to our own Community, what would you say if a member was interested?

I highly recommend contacting us, and we will arrange a face-to-face meeting. This is an opportunity for us to understand your needs and hopes, as well as your must-haves and nice-to-haves. Using these insights, we'll create a bespoke action plan to shortlist the best properties – on and off market – tailored to your and your family's needs.  

We sell you nothing but tell you everything! Our impartial advice and intel allow you to make informed decisions – including when not to buy – from price, location, schools, planning history, renovation opportunities, running costs, and any other issues that may impact your future enjoyment of the property.    

It's crucial to ensure that you trust and feel comfortable with us. Finding the perfect home may not happen on the first attempt. Still, it is all about identifying what you like and dislike and then expanding on that knowledge promptly to establish a strong relationship based on that experience.

Will specialises in advising high-net-worth clients throughout their buying process for homes in London and the English countryside. If you’re interested in setting up a meeting, contact the MCC bookings team for an introduction.