A Private Sale for London's Most Significant Homes
Aster & Row represents owners of prime London townhouses, penthouses and lateral apartments who would prefer to sell quietly. No portals, no signboards, no published address — only confidential introductions to vetted buyers.
Off-market or quiet-market
Choose a fully private sale, or a carefully limited approach to a wider group of qualified buyers.
No portals or signboards
The home is never advertised publicly, and photography is never licensed to third-party sites.
Vetted buyers only
Introductions are made to identified private buyers and family offices, with proof of means confirmed before viewings.
How a discreet sale works
- 01
Confidential conversation
A private discussion with a senior member of the team about the home, your priorities and your timetable.
- 02
Private appraisal
An inspection and considered view on value, based on comparable prime transactions — shared with you alone.
- 03
Positioning & presentation
Commissioned photography and a private brochure, prepared for introductions only and never published.
- 04
Vetted introductions
Your home is shown to a short list of qualified private buyers and family offices, by appointment.
- 05
Negotiation to completion
Terms negotiated on your behalf, with legal, survey and handover coordinated through to completion.
Prime central London residences
Townhouses, penthouses, lateral apartments and family houses in Knightsbridge, Belgravia, Mayfair, Chelsea, Kensington and St John's Wood. Exceptional homes elsewhere in London are considered on request.
Our commitments to you
- — A non-disclosure agreement is available on request
- — Your address is never published
- — Viewings by appointment only, accompanied
- — Your identity is shared only with your consent
Selling with residents in place
Homes can be sold while let or occupied by the family. Where we already provide private property management or residential lettings, the same team coordinates viewings and handover. For acquisitions, see sales & buying representation.
Selling a prime London home privately
How does an off-market property sale work in London?
An off-market sale is introduced privately to a small number of qualified buyers rather than advertised. Aster & Row prepares the home, agrees terms with the owner, and makes confidential introductions to vetted private buyers and family offices. Viewings take place only by appointment, and the address is never published.
How is a prime London home valued privately?
A private appraisal combines an inspection of the home with recent comparable prime transactions, the condition and rarity of the property, and current buyer demand in the area. The appraisal is shared with the owner in confidence and does not involve any public listing.
How long does a discreet sale take?
It depends on the home, the price and the owner's priorities. Some private sales agree terms quickly through existing introductions; others are planned over several months. We agree the timetable with the owner at the start.
Will my home appear on property portals?
No, not unless you ask for it. Discreet sales are handled without portals, signboards or open viewings, and photography is never licensed to third-party sites.
Can I sell while the home is let or occupied?
Yes. Homes can be sold with residents or tenants in place, and viewings are arranged around the household. Where we already manage the home, the handover is coordinated by the same team.
Which London areas do you cover?
We focus on prime central London — Knightsbridge, Belgravia, Mayfair, Chelsea, Kensington and St John's Wood — and consider exceptional homes elsewhere in London on request.
Request a confidential conversation
Tell us a little about the home. Every enquiry is read by a senior member of the team — or write to info@asterandrow.com.