List Your London Home with Aster & Row

Marketing is handled with the same restraint a private agency would apply to a Belgravia sale. We do not publish exact addresses. Photography is commissioned for our own collection and is not licensed to listing platforms or third-party feeds. Most bookings come through a private list of repeat UHNW clients, family offices and a small group of private travel designers — not through public marketplaces.

Where we do appear publicly, we appear under the Aster & Row brand and within our own editorial — never as a unit on a third-party platform that competes on price. The result is a shorter list of higher-calibre enquiries, and homes that retain their value as private residences.

Every guest is vetted before a booking is confirmed. Identity verification, professional references, source-of- funds confirmation for higher-value stays, and a refundable security deposit held against the residence are standard. Group bookings are signed against a single named lead guest with full responsibility for the property.

Owners receive a brief on the lead guest before each booking is confirmed, and reserve the right to decline any stay that does not feel right for the home. The minority of speculative enquiries — large parties, event-style use, corporate filming — are politely declined at the front door so that they never reach an owner's inbox.

Our household team operates to a written specification per home. On-call maintenance partners cover plumbing, electrical and specialist fittings; a dedicated account manager is the single point of contact for the owner. Linen, consumables and floral supply are handled in-house. Every residency closes with a full condition inspection and report to the owner.

The same in-house concierge service we offer residents is what keeps the home cared for as a private household, rather than operated as a rental, for the duration of every residency.

Terms for each residence are agreed personally with the owner by an account director — never by an algorithm. The owner sets the parameters: who may reside, for how long, at which times of year, and which rooms or collections are excluded. Fewer, longer, carefully vetted residencies are always preferred over frequent change.

Owners receive transparent monthly reporting: gross bookings, occupancy, average daily rate, deductions, and net remittance. Funds are remitted on a fixed monthly cycle with no hidden fees. Every report is prepared for the owner or their family office in confidence.

We typically work with townhouses, mansions and lateral apartments in Fulham, Wimbledon, Knightsbridge, Chelsea, Kensington, St John's Wood and Mayfair, with a clear architectural identity and four bedrooms or more. Our flagships are a 7-bedroom Fulham townhouse and a private Wimbledon mansion. The full set sits in our curated private residence collection.