London's quick-sale market is dominated by something the rest of the country sees far less of: flats that cannot easily be sold on the open market. Short leases, cladding and EWS1 uncertainty, ground-rent traps and service-charge disputes leave thousands of London leaseholders effectively stuck, and "we buy any house" firms are built to target exactly that stuck stock. For some London sellers a guaranteed cash exit is genuinely the answer. For others it is an expensive way out of a problem that could be fixed. Here is how the sector actually operates in the capital.
The London quick-sale market
London is the largest and most crowded quick-sale market in the UK, and its economics are unlike anywhere else. Because the capital's values are so high, a 15% discount on a typical London home runs to tens or even hundreds of thousands of pounds, so the gap between a fair quick sale and a poor one is wider here than in any other city. A great deal of the demand is driven by leasehold flats the open market struggles to absorb: blocks awaiting cladding remediation, leases that have slipped below 80 years, and developments with disputed service charges. A firm that will "buy any house" is often really offering an exit to a leaseholder who has run out of other options.
London is also unusually thick with intermediaries. Many businesses advertising "we buy any house London" are lead-generators or brokers who never buy anything themselves; they package your details and sell them on. In a market with this many layers, establishing whether you are talking to the actual buyer, and whether that buyer has the funds, matters more than the headline percentage they quote.
How to tell a real buyer from a middleman in London
A genuine quick-sale firm buys directly with its own funds, usually at 75 to 85% of value, in exchange for certainty and speed. In London specifically, watch for three things: the cladding lowball, where an unsellable flat is valued as if it will never be remediated; the last-minute price drop, once you have turned down other interest; and the firm that cannot or will not show proof of funds because it is really a broker. Check for NAPB membership and TPO registration, insist on funds in writing, and use your own London-experienced conveyancer who understands leasehold. The national picture is in our guide to how 'we buy any house' firms really work.
The alternatives in London
Before accepting a deep discount, weigh London's other routes. If your flat is sellable, a price-reduced agent listing or the modern method of auction may net far more. If it is stuck for a specific reason, a short lease, a missing cladding certificate, a freeholder dispute, the better move is often to fix or evidence that issue first, with a lease extension, an EWS1 assessment or a managing-agent resolution, and then sell normally rather than hand the whole discount to a quick-sale firm. Specialist leasehold and cladding buyers will sometimes pay more than a generalist 'any house' firm precisely because they understand the asset.
Frequently asked questions
How much do 'we buy any house' companies pay in London?
Commonly 75 to 85% of value, but in London the figure is often lowest on exactly the stock these firms target: short-lease flats and blocks awaiting cladding work, which they price as though the problem will never be solved. Given London values, even a few percent is a large sum, so compare offers carefully.
Can I sell a flat with cladding or a short lease to a quick-sale firm in London?
Yes, and these flats are a large part of the London quick-sale market, but you will take a heavy discount. It is often worth getting an EWS1 assessment or a lease-extension quote first, because resolving the issue can unlock a normal sale at a much higher price.
Are 'we buy any house London' adverts always real buyers?
No. The London market is full of lead-generators and brokers who sell your details on rather than buy. Always confirm you are dealing with the principal buyer and ask for proof of funds before going further.
How fast can a genuine cash buyer complete in London?
Often a few weeks, since there is no chain or mortgage, but be wary of any firm promising speed while unable to show where the money is.