LONDON PROPERTY RESEARCH PRESS
Why Do Most London New-Build Flats Lose Value but Some Gain a Lot?
10,000 sales reveal the answer
Updated 2026 Edition
In short, it’s the price paid. Data shows most buyers overpay, while others pay less for the same kinds of flats. How do some buyers manage to get better pricing? And how much better is it?
This study empowers buyers with real world evidence to help them buy flats that increase in price and make a profit when they are resold. And surprisingly location or the state of the property market were shown to have a limited effect on resale profits.
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The study provides information which is useful to buyers because: 1) It matches buyer decisions made in the real world to actual profit outcomes 2) It shows how impactful those decisions are – some of them greatly increasing the chance of making a profit compared to most buyers and some of them leading to inevitable losses
Buyers assume new-build flats should rise in value over time
An analysis of 10,000 sales in the period 2015 to 2025 showed that profit outcomes diverged markedly when new-build flats were resold
What this means in real terms
Across all resales, profit outcomes ranged from -52% to 50% – most buyers lost money, some large chunks of their capital, but some made substantial gains
What you get
Same flat resale outcomes
Profit after Stamp Duty and adjusted for inflation
The reasons why profit outcomes diverged
Why profit drivers remained consistent over time and in different market conditions
Clear tables you can use
This is not a get-quick-rich guide to property investment but rather a clear, evidence-based examination of a market where expectations and reality often diverge
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About the author
This study was produced by Ramsey Sapper, an independent property researcher and investor. He has over 30 years’ investing experience in the London property market. Ramsey previously co-founded a company that provided technology based global marketing services to major UK residential developers. He has degrees in Computer Science and Management Science from Imperial College, London.
GET THE FULL STUDY– £19.99
Secure checkout and instant PDF download
Prefer a printed copy? Buy on Amazon
© 2026 London Property Research Press