The competitive world of London’s buying agents has been joined by a new player, former Goldman Sachs vice president and property developer Sandra Luehrmann (main image).

Her new firm, Properly Home, is to operate inside some of London’s most upmarket neighbourhoods including Belsize Park, Hampstead, St John’s Wood and Primrose Hill.

Luehrmann already has a considerable profile within the Capital as a developer including several appearances  the London Evening Standard and is well acquainted with upmarket properties after buying a £5.1 million five-bedroom home in Belsize Park recently for her family.

The 41-year old says she wants to provider buyers with “unparalleled expertise in navigating the competitive property landscape across North London”.

In addition, Properly Home will also help clients identify renovation opportunities and maximise the potential of their investments.

Goldman Sachs

After spending a decade managing complex financial projects at Goldman Sachs in Equity and Cross Asset Structuring, Luehrmann shifted her career towards property development in North London in 2011.

“North London is renowned for its vibrant communities, excellent schools, exceptional amenities and stunning architectural offerings,” she says.

“Having lived here for over fifteen years, starting Properly Home is a natural extension of my love for property and my desire to help clients find their perfect home on my own doorstep.

“Understanding the emotional and financial significance of buying your next home, I am very excited to embark on this new venture and look forward to building lasting relationships with clients and the local estate agents.”

Luehrmann, who studied engineering in France before moving to the UK, holds a Propertymark Level 3 qualification in Residential Sales and her firm makes clear it makes no revenue from estate agency referral fees, relying instead on its revenue from clients alone.