The imminent opening of a new upmarket agent is causing ripples in the super-wealthy estate agency market.
The business, which opens on October 3, is being backed by an un-named ultra-rich former client and is offering 0% commission on the first 50 sales instructions.
Wilfords London will focus on the sales and lettings of luxury London homes, but also plush country houses and some international development.
The business is founded by Geoff Wilford who has worked for Foxtons, Hamptons and Knight Frank, whilst also having sold private Barbados residencies to high net worth individuals and celebrities such as Simon Cowell, Eddie Jordan and Lord Andrew Lloyd Webber.
One former client is said to have been so impressed with Wilford’s professional acumen and ambition that he became Wilfords London’s principal financial backer.
The lettings side will be managed by Simon Welfare, who was previously head of several lettings departments at Foxtons.
The firm also offers an architectural service via Bríd Carr Architecture, who are on hand to advise on alterations and planning, as well as available to manage projects on behalf of the buyer.
The Wilfords London portfolio already includes multi-million pound properties across Kensington and Chelsea.
The opening of the business comes after Savills reported that London is the fourth most expensive city in the world to buy a home.
For more information please visit www.wilfords.com