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Book launch: Former agent’s tome questions London’s insane prime market

Prime search agency owner James Macleod says his book looks critically at the 'insatiable' demand for the capital's homes among super rich.

Nigel Lewis

property book macleod keys

A former estate agent in London has written a tell-all book about the ‘darker side’ to the capital’s prime property market.

James Macleod, who has worked in the legal profession and also at Savills, Hamptons, Foxtons and search firm Property Vision, says The Keys to the Capital lifts the lid on the very top end of the property market and asks hard questions about the increasingly narrow band of buyers that are able to afford London’s prime central homes.

“The world’s wealthy have descended on the streets of London and bought up the bricks and mortar of the UK’s great capital,” the book’s cover blurb says.

keys to the capital property book james macleod“This insatiable demand for London property has driven house prices well beyond the reach of the ordinary buyer.”

Tackling this subject matter is a bold move for Macleod, who in 2007 established property search and acquisitions firm JM Chase to help wealthy buyers acquire property in London.

“I guess the main reason for writing the book was to see if could do it and write something someone might want to read,” Macleod tells The Negotiator.

“The content is what you would describe as a contextual read – it’s outlining some major issues that are present in the property world today and it is perhaps the precursor to another book to outline how we can fix these issues and change the market for the better.

“The reactions and comments I’ve received have been great and very positive and so it seems to have helped maintain and build my credibility in the property industry.”

His book is available via Amazon for £10.

 

May 31, 2021

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