New homes · June 2026 · 5 min read
Buying a new-build in London: a clear-eyed guide
New developments offer warranties, incentives and a blank canvas — but the right home, floor and price still take judgement.
London’s regeneration neighbourhoods — the Royal Docks, Greenwich Peninsula, Kidbrooke and beyond — have produced some of the city’s most liveable new homes, often at more accessible prices than the resale market nearby.
The advantages
A new-build typically comes with a ten-year structural warranty, low running costs, modern amenity, and a chain-free purchase. Developers also offer incentives — from stamp-duty contributions to furniture packs — that are rarely advertised at their full extent.
Where judgement matters
Not all units in a development are equal. Aspect, floor level, outlook, layout and position within the phasing plan can materially affect both enjoyment and future value. Knowing which to choose — and which to avoid — is where good advice pays for itself.
On price and timing
Off-plan pricing, completion timelines and the developer's sales position all create room to negotiate. An adviser who knows the scheme and the developer can secure a better plot, a better price, or both.
Common questions
- Are new-build homes a good investment in London?
- They can be, particularly in well-connected regeneration areas — but value depends on the specific unit, price and developer. Independent advice helps separate a strong buy from an average one.
- Can you negotiate on a new-build?
- Yes. Developers negotiate on price, incentives, plot and terms, especially depending on their sales position and the completion timeline.
- What incentives do developers offer?
- Common incentives include stamp-duty contributions, deposit assistance, upgraded specifications and furniture packs — often not advertised, so it is worth asking or being represented.
Written by Cece Chau, The Address House.