London’s luxury new-build property is in big trouble

“Buy one, get one free!”

It’s not the sort of sales pitch you associate with luxury brands. The acronym BOGOF might pass muster in the aisles of Tesco, but you won’t find it in Harrods, oh dearie me, no.

But if it’s luxury flats in London you’re after, it’s a different story.

It seems they’ve built so many of these chrome and glass white elephants that they can’t give the things away.

The one area of the housing market with too much supply

Ages ago in Money Morning, my colleague Dominic Frisby pointed out that new-build property in London – specifically at the luxury end – was almost certainly going to turn out to be an appalling investment idea.

He was quite right.

Judith Evans reports in the Financial Times, that in the second quarter of 2018, almost 40% of London new-build sales were to “bulk buyers”.

And of course, when you buy anything in bulk, you get a discount. Apparently (according to analysts at Molior London), 10%-15% off is  “quite normal” and 20%-30% is rare but achievable.

Why is this happening? There are lots of factors involved, but they all boil down to that old equation: supply and demand.

For a while, amid the turmoil of the credit crunch and its aftermath, luxury property in global cities practically became an asset class of its own. We could maybe call it the “bolthole” asset class.

Rich people, from all over the world, were looking for reasonably safe assets (with the bonus potential for a bit of yield), in jurisdictions where they could have a reasonable amount of faith that their property would not be confiscated.

The credit crunch is one thing, but the flight to global luxury property was driven more by the resultant political turmoil. Remember the Arab Spring? The eurozone crisis? Capital flight from both Russia and China? A lot of wealth was under threat. And as a result, a lot of that wealth found its way to London (and Manhattan and Toronto and the rest).

On top of that, there was plain old cheap-money-funded demand for property to flip. Plenty of Asian investors in particular liked the idea of paying a deposit on an off-plan, and then flipping the property at a later date, usually before it had even been built, to someone willing to pay a higher price. It’s almost like spread betting on residential flats.

OK. So we can see that there was a lot of added demand there. But we can probably also see that this demand had a certain lifespan to it.

Yet builders responded to it. The number of new luxury housing units under construction is, even now, at an all-time high.

And when they couldn’t build enough property in genuine prime locations, the builders started to move outwards. That’s why you’ll see these constant attempts to stretch the notion of “prime” to areas of London that even I, an almost entirely disinterested non-Londoner, could tell you are anything but.

So we’ve got supply booming in response to rising prices. It’s exactly the same story as your typical resources cycle. Prices rise, so producers start producing more.

But – as with mining – there’s a long lag between starting building and finishing, and during that time, things can change.

Which they did.

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