Two Divisions, One Standard
Which Desk Is Yours — Buying Agent or Invest in London?
Two divisions serve private buyers, and both sit only on the buyer's side. Buying Agent handles ready property: sourcing a ready luxury home or apartment in Zone 1 -- a standalone property, or a resale unit from an Elite Developments or The Folio scheme, typically below the original launch price -- and buying it on the best possible terms. The second: bringing a Grade II listed building back to life, delivering a fully bespoke home significantly below market value.
Division 02 -- Buying Agent
Ready Properties: The Right Home, the Right Price
If you're looking for a ready luxury home or apartment in Zone 1 -- a standalone property, or a resale unit from Elite Developments or The Folio, typically below the original launch price -- we search, research and negotiate on your behalf. The biggest risk here is not knowing who is actually working for you.
“Estate agents are paid by the seller. The higher the sale price, the more they earn. Buying agents are paid by you -- their job is to find the right property at the lowest possible price.”
Side-by-Side Comparison
| Criterion | Estate Agent | Buying Agent (Brick & Fortune) |
|---|---|---|
| Who do they represent? | The seller | You (the buyer) |
| Who pays their fee? | Seller pays | Buyer pays -- fixed 3% |
| Conflict of interest? | Yes -- incentivised to maximise sale price | No -- incentivised to achieve lowest price for you |
| Off-market access | Their own portfolio only | All agents + off-market network |
| Negotiation strategy | Defends seller's price | Drives price down for you |
| Due diligence / risk analysis | Not provided | Comprehensive analysis included |
| Legal process oversight | Not provided | Step-by-step monitoring |
| Investor customisation | None | SDLT, SPV, non-dom analysis included |
| Independence | Tied (to seller) | Fully independent |
Real-World Scenarios
Scenario 1: Buying through an estate agent
A client flies from Istanbul to London and visits a Knightsbridge estate agent. The agent presents an enthusiastic pitch for a £2.3M apartment in their portfolio. The buyer, assuming the price is fair, proceeds. In reality, comparable properties in the same building changed hands at £2.05-2.1M. Difference: £200,000+.
Outcome: Overpaid at market, no SDLT optimisation, no due diligence.
Scenario 2: Buying through Brick & Fortune
The same client engages Brick & Fortune. Goals, budget, and tax position are established. Estate agent portfolios and off-market networks are searched. Three comparable properties are shortlisted. Negotiation achieves a £185,000 reduction. SPV structure is modelled to optimise SDLT. Every legal step is monitored through to completion.
Outcome: Below-market acquisition, optimised tax structure, zero surprises.
Division 01 -- Invest in London
A Home We Find, Then Rebuild For You
We source Grade II listed buildings with architectural and historic character in Zone 1, change use where needed, and rebuild from the ground up. The result: a fully bespoke, zero-luxury-standard home delivered 15-25% below market value.
15-25%
Below market value on delivery
01
Off-Market Sourcing
We find unlisted Grade II buildings in Zone 1 through solicitors, estate offices and private banks -- opportunities that never reach Rightmove.
02
Consent & Use Analysis
We assess planning permission, listed building consent and any required change of use before you commit.
03
Ground-Up Refurbishment
The building is rebuilt to zero-luxury standard -- historic facade preserved, modern comfort throughout.
04
Delivered Below Market
Result: a fully bespoke home delivered 15-25% below comparable new-build schemes.
Frequently Asked Questions
How much does a buying agent cost?
A fixed 3% of the purchase price, paid by the buyer -- we never take commission from the seller, under any circumstance. Skilled negotiation typically saves far more than the fee itself.
Can't an estate agent be 'buyer-friendly'?
Estate agents are legally obligated to represent the seller. They cannot act fully in the buyer's interests while being paid by the seller to achieve the highest possible price.
What is an off-market property?
A property not listed on Rightmove or Zoopla -- accessible only through buying agent networks. In prime London, approximately 25-30% of transactions occur off-market.
Why is a buying agent especially important for international investors?
If you are purchasing remotely, unfamiliar with the local market, navigating English legal processes for the first time, and want to optimise SDLT, SPV structure, or non-dom positioning -- a buying agent is essential.
What is a Grade II listed building?
A building officially protected in the UK for its architectural or historic significance. The exterior and certain interior features cannot be altered, but with the right consents the interior can be fully rebuilt and reconfigured for modern use.
How is 15-25% below market value possible?
Most buyers avoid these projects because the consent process is complex and capital-intensive. We absorb that risk through off-market sourcing, the right consent strategy and experienced refurbishment management -- the finished home is delivered well below comparable new-build schemes.
Ready-Made or Reborn -- We're By Your Side
Brick & Fortune represents buyers only. Whether you're searching for a ready property or envisioning a value-add transformation in Zone 1, we lead the process end to end.