Jeremy Day
The philosophy of local knowledge, valuation integrity and a personal touch continues to make Whitman & Co W4’s leading sales and lettings agent
‘We’re always looking at ways to refine our approach to reflect wider conditions,’ explains Chris Chalmers, the Sales Manager at Whitman & Co. ‘Naturally, activity in Spring was impacted to some extent by the election and speculation about interest and mortgage rates coming down, and so this Summer we focused more on an off-market strategy.
‘Hitherto, that’s been used predominantly for high-value homes, but we decided to broaden the scope. Off-market simply means that a property is not advertised openly, so there is no digital footprint on the usual portals; instead, we market for a set limited period solely through our extensive database. It’s a method that appeals to buyers – there’s an incentive to make an offer before anyone else – and also to vendors who wish to be discreet about their future plans.
‘The results were excellent. We agreed £20 million-plus of sales during the six-week school holidays and all but one of the off-market properties were sold. With people away, the number of viewings was quieter: however, those who were “looking” were very motivated, hence the figures achieved.’
Looking ahead to Autumn, Chris predicts a stable market with confidence high, in particular with regard to flats. ‘Prices there are returning to 2015/16 levels,’ he says. ‘With rents remaining high and mortgage rates reducing, and predicted to do so further, tenants are choosing to buy. While accepting a slightly higher rate now, when re-mortgaging in two years’ time they will have built up some equity and can then take advantage of lower rates.
‘In the rental sector, demand continues to outstrip supply. Prompted by tax changes, many landlords have been offloading their stock. That has limited what is available, hence we’re able to be more optimistic when valuing as prices will find their natural level.’
Notwithstanding wider economic pressures, W4’s commercial sector is also reflecting the more positive outlook. ‘Retail property has well and truly bounced back from its pre-pandemic malaise, with some rents matching the 2017/2018 peak and a long line of retailers seeking space in Chiswick,’ says Whitman & Co’s Commercial Director, Jeremy Day. ‘The High Road has seen new arrivals, for example, Pasta Evangelists as well as expansion by Greggs and – hot-off-the-press – Mint Velvet and Marks & Spencer happening soon..
‘We are also excited to have let the ex-Betty’s (the original Sam’s Brasserie) in Barley Mow Passage, where Lil’ Nashville has signed a long lease to open a large Broadway-style country music restaurant and venue. Market activity in the office sector remains mostly focused on Chiswick Business Park where 135,000 ft² of space was transacted in the first half of 2024, including new lettings to Dell and Pokemon, and we also have attractive spaces available to buy and to let in the centre of Chiswick.’
Thanks to its tried and tested model of focusing solely on W4 and its immediate surroundings with staff who know the area street-by-street, Whitman & Co is achieving 99% of the asking price on properties sold.
‘If you are thinking about buying, selling or letting a property, we would be delighted to help,’ says Chris. ‘Just pop in and see us – we look forward to working with you.’
Whitman & Co
5-7 Turnham Green Terrace
Chiswick W4 1RG
020 8747 8800 / sales@whitmanandco.com
lettings@whitmanandco.com
https://www.whitmanandco.com
https://www.whitmancommercial.co.uk