The Mill Apartments, Lewisham SE13

 

 

 

Resale Strategy for a Former New-Build Conversion

 

 

 

 

Overview

 

 

The Mill Apartments in Lewisham — a luxury conversion of a former mill building by Barratt Homes.

 

The owners had purchased the property new from the developer. As is common with new-build apartments, an initial developer premium had been paid at purchase.

 

The objective on resale was to achieve a profit while maintaining momentum in the open market.

 

 

 

The Situation

 

 

When purchasing a newly built apartment from a developer, buyers often pay a premium for:

 

• Brand-new condition

• Developer incentives

• Warranty protection

• Marketing uplift

 

 

On resale, it can take several years for market values to align with that original premium.

 

This can make pricing conversations challenging. Vendors understandably anchor to their original purchase price — and expectations must be managed carefully and honestly.

 

 

 

The Challenge

 

 

• Former new-build resale

• Risk of overpricing due to original developer premium

• Need to protect early marketing momentum

• Balancing honesty with vendor confidence

 

 

Overpricing to “test the market” can quickly lead to stagnation — particularly in apartment blocks where buyers can compare multiple similar units.

 

The priority was to launch correctly from day one.

 

 

 

The Strategy

 

 

A transparent pricing discussion took place from the outset.

 

Rather than inflate the guide price to meet expectation, the property was positioned realistically in line with comparable resales in the area.

 

The focus was on:

 

• Condition and presentation

• Market alignment rather than developer headline pricing

• Generating early interest and credibility

• Avoiding prolonged exposure

 

 

By pricing honestly and competitively, the property entered the market with strength rather than resistance.

 

 

 

The Result

 

 

The property secured a buyer quickly and achieved a profitable outcome for the owners.

 

Importantly, the sale was completed without the need for price reductions or extended negotiation periods — preserving both value and confidence.

 

The vendors were pleased with the clarity of advice and the efficient execution of the sale.

 

 

 

Strategic Takeaway

 

 

Reselling former new-build apartments requires disciplined pricing and honest communication.

 

Matching the market — rather than chasing historic developer premiums — protects early momentum and ultimately delivers stronger outcomes.

 

Integrity in pricing builds trust and produces results.

 

 

 

Considering selling a Lewisham apartment?

 

 

If you purchased from a developer and are considering resale, realistic pricing and early positioning can materially influence outcome.

 

You are welcome to arrange a confidential discussion.

 

Arrange a confidential discussion