New homes sales in London increased by 16.5% during the first half of 2025, compared to H1 2024, according to Foxtons.

First-time buyers were the most active within the capital’s new homes sector, accounting for 58.5% of all sales, whilst landlords accounted for 25.4% and home movers the remaining 16.1%. 

Joel Ellis-Duffy, New Homes Sales Director at Foxtons, said: “The London property market has continued to show why it is a great long-term investment over the first six months of the year.

“Looking forward, it’s reassuring to see that first-time buyers account for by far the largest proportion of our new homes activity and that a good proportion of homes are being sold off plan. 

“It’s a positive indication for H2 that, now London buyers are benefitting from improvements to the mortgage market landscape, they are pushing on with their plans to purchase. We expect this trend to continue, particularly as the government recently stated its intention to ease lending criteria further to support buyers”

Mortgage buyers were predictably the most prominent, accounting for 72.6%, but cash buyers still accounted for a significant 27.4% of new homes market activity.