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 We do not publish exact addresses.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 housekeeping team is trained against five-star hotel standards and 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 stay finishes with a turnover inspection before the next guest arrives.

The same in-house concierge service we offer guests is what differentiates the operation: it is what allows us to charge premium rates against comparable market product, and it is what keeps the residence presented to a hotel standard for the duration of every stay.

Pricing is set per-residence by an account director, not by an algorithm. We use real-time benchmarking against comparable prime properties, demand-curve modelling around London's seasonal calendar (the Championships, Chelsea Flower Show, Frieze, the Boat Race, Christmas), and owner-set minimum-stay floors to optimise yield without wearing the home out.

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. Most homes in the collection sit inside a 60–80% peak-season occupancy range, with stays weighted towards seven-night-plus bookings rather than two-night turnover.

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 short-let portfolio.