Prime Central London Property with Buying Agent Cliff Gardener

Q&A with Cliff Gardener

Sean: Cliff, welcome to Sun, Sea & Second Homes. For those who don’t know you, can you give a quick overview of your background?

Cliff:

Thanks, Sean. I’ve been an estate agent in Central London for over 30 years. I started in 1989 as a traditional selling agent, and about 23 years ago I switched sides—from poacher to gamekeeper—and became a buying agent.

Now I work exclusively for buyers. I don’t sell property; I source the best homes in Central London, particularly off-market opportunities, for international clients. I founded my own buying agency, CGP, in 2012 and have been independent ever since.

Sean: I’ve seen your career up close, and you’re being modest—buyers chase you, not the other way around. What’s the current state of the London market from where you sit?

Cliff:

London remains fascinating for international buyers. But the recent change in government and shifts in taxation have created uncertainty, so clients want honest, transparent advice—beyond the headlines.

People seek out buying agents like me because we aren’t pushing for a quick sale. We act solely for the buyer, and our job is to tell them the truth about the market, not what’s convenient.

Sean: And just to clarify—you’re paid by the buyer, correct?

Cliff:

Yes. Clients retain me exclusively. They pay a small retaining fee and sign a contract so that I’m working solely for them. It lets me approach the market with credibility: selling agents know the buyer is serious and properly advised, making off-market access much easier.

Sean: You work with high-net-worth and ultra-high-net-worth clients. What sets them apart from the average buyer?

Cliff:

They’re global. They own homes around the world, have exceptional lawyers and bankers, and value their time above all else. They expect efficiency, accuracy and honesty.

Most importantly—they’re used to paying for professional advice. They expect expertise, not salesmanship, and they want the best properties presented quickly and clearly.

Sean: After 30+ years in Prime Central London, what’s the biggest lesson you’ve learned about representing buyers at the top of the market?

Cliff:

Tell the truth, even if it costs you a deal.

Clients often send me properties they’ve seen online. More often than not, my answer is “no”—it isn’t good enough. When you’ve spent decades studying top-tier properties, you know what true quality looks like.

And importantly, what’s online is not representative of the real market. The best homes are off-market, shared quietly among agents with strong relationships.

Sean: Walk us through how you work with a new client.

Cliff:

It depends on their familiarity with London.

• If they already understand the city, I simply get them into the best options on and off the market.

• If they’re new, I take them through an education process: different areas, different property types, price drivers, and value indicators. That might take weeks or months.

Recently, a client wanted a very specific terrace in Chelsea. Nothing was on the market. I literally knocked on doors—20 houses—and ultimately got her into five. She could never have done that herself.

Sean: If the property isn’t being openly marketed, how does negotiation work?

Cliff:

Sometimes sellers are completely unrealistic because they haven’t had the market feedback that public listings provide. My job is to present comparable sales and market logic so they understand the offer.

We’re not trying to “steal” a property—we’ll pay fair market value and even a premium for the right one—but the seller needs to see the reasoning behind the price.

Sean: Much of your business comes from referrals. What makes your approach stand out?

Cliff:

Effectiveness. Tenacity. And honesty.

When clients fly into London for a short window, I clear my diary and work with them intensively. They leave with a complete understanding of the market and are ready to make a confident decision. I love what I do—every viewing is an opportunity to find something exceptional.

Sean: In your experience, what defines “prime” in London?

Cliff:

Rarity.

Prime London isn’t about generic units in big developments. It’s about one-off houses, exceptional flats, first-floor or penthouse levels, the best addresses, and the best outlooks.

Most properties are commoditized—easy to find, endlessly repeated. Prime is the opposite: scarce, special, and usually off-market.

Sean: What are the biggest challenges high-net-worth buyers face, and how do you help them?

Cliff:

Confidence.

The press paints a dark picture of the UK economy and housing market. But Prime Central London operates in its own micro-market: limited supply, global demand, and strong long-term value.

I help clients understand why certain properties justify their prices—and why others don’t—based on decades of real, on-the-ground experience.

Connecting London to Barbados

Sean: You’ve visited Barbados several times. What resonates most with your London clients?

Cliff:

Quality.

London buyers recognise craftsmanship, exceptional plots, stunning views and strong architectural design. In Barbados—particularly on the West Coast—some properties genuinely make your heart sing. I look at houses every day; only about one in thirty moves me. Barbados has several that do.

Sean: Do you see parallels between prime London and prime Barbados?

Cliff:

Absolutely.

Both markets are small, with limited stock and long-term owners. Access is everything—buyers need knowledgeable local representation to get into the best opportunities. If it were easy, people wouldn’t need experts like you in Barbados.

Sean: For globally mobile buyers with multiple homes, where does Barbados fit in?

Cliff:

For Europeans and North Americans, Barbados is a dream destination. Sun, sea, boating, golf, outstanding restaurants—it has everything.

Middle Eastern clients may not be looking for more sunshine, but for many demographics, Barbados fits perfectly into a portfolio of global lifestyle properties.

Sean: How would you describe the West Coast of Barbados to someone who’s only ever lived in London?

Cliff:

Relaxed but vibrant.

There’s always something to do: great cafés, restaurants, hotels, golf, shopping—plus that unbeatable climate. It offers a pace of life most Londoners fantasize about.

Sean: What’s happening in Prime Central London right now?

Cliff:

The last few months have been very active. Buyers who sat on the sidelines are re-emerging. Despite geopolitical uncertainty and tax changes, I think this is the best time to buy in years.

Sellers are receptive. They’ve felt the slowdown and they’re listening to sensible offers. Off-market options are available at realistic prices again. I’m optimistic about the rest of the year and into 2026.

Sean: Historically, we’ve both seen London markets where neither buyer nor seller would budge. Is that shifting?

Cliff:

Yes. The “discretionary seller” problem is easing. Sellers are more realistic, partly because some agents previously overpriced homes just to win instructions.

Now, sensible, well-qualified offers are being taken seriously. I’m not here to buy properties cheaply—my clients will pay a premium for a premium home—but the gap between buyer and seller expectations is finally narrowing.

Sean: If someone wants to reach you, where can they find you?

Cliff:

The easiest place is cliffgardener.com—that’s Gardener with an “e”. All my contact information is there. Anyone interested in understanding the London market or viewing property is welcome to get in touch.

Sean: Cliff, always a pleasure. Thank you for joining me—even if we couldn’t do this over a rum punch in Barbados or a pint in London.

Cliff:

Great to speak as always, Sean.