London Property Guru

What London Property Guru does

London Property Guru Ltd is a private London-based real estate agency operating from a single office in Wandsworth, offering residential sales, lettings, and property management services focused on the luxury and new-build segments of the London market. The firm serves four primary customer groups: corporate tenants and relocating executives from multinational employers, property investors and landlords seeking premium yields, high-net-worth buyers of new-build and off-market properties, and international clients primarily from APAC and the Middle East. Its team of approximately 11 people includes multilingual advisors and a dedicated Head of APAC, supporting the firm's cross-border origination and tenant placement mandates.

The company runs a sales-led, relationship-driven go-to-market motion. Distribution is built on three pillars: portal listings on Rightmove, Zoopla, and Primelocation; long-standing corporate relationships with HSBC, Bank of China, Samsung, Sony, Toyota, Kia, Shell, BP, and Singapore Airlines for executive relocation business; and a social media presence of 1M+ Instagram followers that functions as a top-of-funnel brand channel. The underlying technology stack is conventional — a website, portal syndication, and third-party integrations including Let Alliance/Goodlord for tenant referencing (open banking, HMRC employment checks, AI-powered document fraud detection), In House Photography for marketing assets, and Laptopa IT for infrastructure. No proprietary platform or proprietary AI product is evidenced.

Revenue is generated through three streams: sales commission on property transactions, lettings commission on rental placements, and recurring property management fees for ongoing landlord services. Commission rates are not publicly disclosed and are negotiated individually. The firm markets its £5B+ cumulative sold volume and 2022 #1 Real Trends Team ranking in London as primary credibility signals. Operations are domestic to London with international service lines extending to Abu Dhabi, Dubai, Los Angeles, and Saudi Arabia for cross-border HNW clients.

Name

London Property Guru

Legal name

London Property Guru Ltd

Website

https://londonpropertyguru.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

London Property Guru is a London-based real estate agency specializing in luxury and new-build property sales, lettings, and management, serving corporate relocating executives, property investors, and international HNW clients from APAC and the Middle East.

Ownership category

akta.pro rank

Product category

Residential Real Estate Brokerage

NAICS

Real Estate Property Managers (53131)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Residential Investment Property Brokerage (SFR/Small Multifamily) (BPAJAAAE)

Keywords

• Residential property lettings
• Residential property sales
• Luxury real estate brokerage
• Property management services
• Tenant referencing services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure, Others

Revenue model

1. Sales Commission: Commission earned on property sales transactions, typically a percentage of the sale price. The company markets properties for vendors and facilitates sales to buyers.
2. Lettings Commission: Commission earned on rental transactions, typically a percentage of the annual rent. The company matches tenants with landlords and manages the tenancy process including referencing, viewings, and ongoing management services.
3. Property Management Services: Ongoing management services for landlords including regular property inspections, maintenance requests handling, and rent collection, generating recurring management fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

London Property Guru is a London-based real estate agency that sells and lets residential properties across all London postcodes, with additional international property coverage in Abu Dhabi, Dubai, Los Angeles, and Saudi Arabia. Core services comprise residential sales, residential lettings, and ongoing property management for landlords. The firm supports transactions with a comprehensive tenant referencing process and operates from a single unified office to provide city-wide coverage without territorial restrictions.

Product overview

London Property Guru operates as a unified lettings and sales agency covering London's property market. Their core services include residential lettings and sales, supported by property management, instant valuation tools, and international property services across Abu Dhabi, Dubai, Los Angeles, and Saudi Arabia. The company differentiates through a city-wide approach, multicultural team, and comprehensive tenant referencing processes.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Lettings Tenant placement and rental service connecting London landlords with tenants, supported by comprehensive tenant referencing, background checks, and viewings across all London postcodes. Targeted at landlords with premium London stock and at tenants seeking new-build or luxury rentals.
• Residential Sales Sales agency service for buying and selling residential properties in London, including access to new-build developments and exclusive off-market inventory. Targeted at vendors and buyers in the premium and new-build segments.
• Property Management Ongoing management service for landlords covering regular property inspections, maintenance request handling, and rent collection, generating recurring management fees.
• Instant Valuation Free online property valuation service intended to generate leads from landlords and vendors considering letting or selling their property.
• International Properties International property services covering Abu Dhabi, Dubai, Los Angeles, and Saudi Arabia, extending LPG's reach beyond London for HNW international clients.
• Tenant Referencing Comprehensive tenant screening service combining open banking verification, direct HMRC employment confirmation, and AI-powered fraud detection on documents. Targeted at landlords seeking to minimize tenant default risk.

Quantifiable outcome

• £5B+ in property sales volume
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Rightmove Group LtdcoreChannel Partner/ Reseller/ DistributorMajor UK property portal partnership for marketing properties. London Property Guru lists all properties on Rightmove as a core distribution channel.
• ZPG Plc (Zoopla and Primelocation)coreChannel Partner/ Reseller/ DistributorProperty portal partnership covering Zoopla and Primelocation platforms for extended property marketing reach across the UK.
• The Property OmbudsmanminorStrategic or Co-development PartnerDispute resolution service for handling complaints and investigations, providing consumer protection and regulatory compliance for property transactions.
• Let Alliance Limited / GoodlordcoreTechnology or IntegrationThird-party tenant referencing company providing comprehensive background checks including AI-powered fraud detection, open banking verification, and direct HMRC employment confirmation.
• HSBCcoreGTM or Marketing PartnerCorporate partner providing employee relocation housing. One of many blue-chip corporate relationships spanning 27+ years of building international connections.
• Bank of ChinacoreGTM or Marketing PartnerCorporate partner for executive housing solutions, representing extensive APAC-focused international business relationships.
• ShellcoreGTM or Marketing PartnerCorporate partner for employee relocations and housing services, part of network of major international employers.
• BPcoreGTM or Marketing PartnerCorporate partner for energy sector executive relocations and housing accommodation needs.
• SonycoreGTM or Marketing PartnerCorporate partner for technology sector employee relocations, one of several Japanese and international corporate relationships.
• Singapore AirlinescoreGTM or Marketing PartnerCorporate partner providing crew housing and staff accommodation services, representing airline industry relationships.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Savills: International real estate firm with substantial London residential sales, lettings, and management operations. Savills competes directly with LPG for prime London listings, international (APAC/Middle East) buyers, and corporate relocation mandates.
• Foxtons: London-focused residential sales, lettings, and property management agency with a multi-branch network. Foxtons competes directly with LPG in central London prime and mid-market segments, with a similar transaction-fee revenue model and heavy reliance on Rightmove/Zoopla portals.
• Douglas & Gordon: Independent London estate agency focused on residential sales, lettings, and management. D&G is a direct competitor in central London prime residential with a comparable boutique service model and tenant/landlord relationship approach.
• Benham & Reeves: London-focused residential sales, lettings, and property management agency. Benham & Reeves is a direct competitor in central London prime residential, with similar exposure to corporate and international tenant demand.
• Winkworth: Franchised UK estate agency with significant London presence in sales and lettings. Winkworth is a comparable direct competitor in residential brokerage and property management across London postcodes.
• Knight Frank: Global real estate consultancy with a strong London residential sales and lettings franchise serving HNW and international buyers. Knight Frank is a direct competitor in the prime London and international relocation market LPG targets, with overlapping corporate client relationships.
• Chestertons: London-centric estate agency with international reach via affiliate network. Chestertons competes directly with LPG in central London sales and lettings and serves overlapping HNW/international client segments.
• Hamptons International: UK-focused residential sales, lettings, and property management brand with deep London coverage. Hamptons is a direct competitor in London prime and suburban markets with a similar mix of transaction commission and recurring management fees.

Broad incumbents

• Cushman & Wakefield: Global real estate services firm offering London residential services alongside dominant commercial brokerage. C&W is an incumbent competitor in prime London residential with broader corporate relocation capabilities overlapping LPG's pitch.
• JLL Residential: Global real estate services firm with a London residential sales and lettings arm. JLL is a broader incumbent serving the same HNW buyer/tenant pool as LPG but as part of a much wider commercial and capital markets portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/londonpropguru

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about London Property Guru