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    Home » Luxury Apartments vs. Period Townhouses: What Buyers Prefer in 2025
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    Luxury Apartments vs. Period Townhouses: What Buyers Prefer in 2025

    Lily JamesBy Lily JamesJune 20, 20254 Mins Read
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    Luxury Apartments vs. Period Townhouses: What Buyers Prefer in 2025
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    The London property market continues to evolve in 2025, with buyer preferences shaped by modern lifestyles, investment goals, and cultural trends. Nowhere is this more apparent than in prime residential districts like St John’s Wood, where discerning buyers are often faced with a choice between two distinct property types: sleek, modern luxury apartments and charming, historic period townhouses. Each offers unique advantages, but the question remains—what do buyers really prefer in 2025?

    According to leading estate agents in St John’s Wood, both property types have strong appeal, but the answer largely depends on the buyer’s lifestyle, long-term plans, and priorities. Let’s explore the key differences and why one may have the edge over the other in today’s market.


    Table of Contents

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    • The Allure of Luxury Apartments
    • The Enduring Charm of Period Townhouses
    • What Buyers Prefer in 2025: Trends and Insights
    • The Role of Estate Agents in the Decision

    The Allure of Luxury Apartments

    Modern luxury apartments have been gaining ground over the past few years. In 2025, their popularity remains high, especially among international buyers, young professionals, and downsizers. These properties often offer a combination of style, convenience, and security—features that align with the fast-paced, tech-driven lifestyles of today’s affluent buyers.

    Luxury apartments in St John’s Wood are typically located in secure, well-maintained developments with high-end amenities. Concierge services, underground parking, gyms, spas, and even private cinemas are now common expectations at the top end of the market. For buyers who value convenience and a “lock up and leave” lifestyle, this level of service is extremely attractive.

    Smart home technology is another key selling point. Automated lighting, heating, security, and entertainment systems make these properties appealing to tech-savvy professionals and those looking for a low-maintenance home.

    The interior design of modern apartments also aligns with contemporary tastes. Open-plan layouts, floor-to-ceiling windows, luxury finishes, and energy-efficient systems appeal to buyers who want a move-in-ready home with all the latest features.


    The Enduring Charm of Period Townhouses

    Despite the rise in modern apartment living, period townhouses still hold strong appeal, particularly among families, heritage lovers, and buyers seeking long-term residences. St John’s Wood is renowned for its leafy streets lined with elegant Georgian and Victorian homes, and these character-filled properties continue to be in demand.

    What makes period townhouses so desirable is their architectural beauty and spaciousness. High ceilings, original fireplaces, sash windows, and ornate cornices give these homes a sense of grandeur and permanence that new builds often lack. Many have private gardens—something increasingly valued in a post-pandemic world.

    For families, the layout of a townhouse can be ideal, offering multiple levels of living space, generous bedrooms, and often separate reception rooms, which allow for more defined family living zones.

    Buyers looking for a project also tend to favour period homes. These properties offer the opportunity to renovate or extend, adding significant value over time. With the guidance of experienced estate agents in St John’s Wood, such properties can represent excellent long-term investments.


    What Buyers Prefer in 2025: Trends and Insights

    In 2025, buyer preferences in St John’s Wood are influenced by a variety of lifestyle and financial considerations:

    • International buyers and second-home owners tend to favour luxury apartments due to their security, ease of management, and contemporary design.
    • Young professionals and couples are often drawn to apartments for their modern feel and smart layouts.
    • Local families and long-term residents still prefer period townhouses for their character, space, and potential to grow into.
    • Eco-conscious buyers are increasingly factoring sustainability into their decisions. While modern apartments typically come with energy-efficient systems and smart technologies, period homes are being retrofitted with green solutions, narrowing the gap.

    Interestingly, hybrid preferences are emerging. Some buyers are now looking for period townhouses that have been renovated to include the smart features and open-plan layouts typically found in new developments. This blending of old and new is a trend that estate agents in St John’s Wood say is on the rise.


    The Role of Estate Agents in the Decision

    Whether a buyer is leaning towards a luxury apartment or a period townhouse, experienced local estate agents are instrumental in helping them navigate the market. St John’s Wood has a diverse property stock, and expert guidance is essential in matching buyers with homes that suit both their lifestyle and financial goals.

    Estate agents in St John’s Wood also understand the micro-markets within the neighbourhood—from the prestigious avenues to quiet residential enclaves. Their insights can help buyers find hidden gems or investment opportunities, whether in a new-build development or a Grade II-listed townhouse.

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