Alex Stroud - Spear's Magazine

Alex Stroud

Alex Stroud Property Search

Alex Stroud
The Spear’s Indices
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Top Ten London Buying

Alex Stroud is not here to report doom and gloom, despite describing the past two years as ‘incredibly testing’. Last year he enjoyed the second highest value of transactions, the highest having been 2014. A memorable moment came when a Kensington pied-à-terre was exchanged off-market after a year’s search ‘at five o’clock on Christmas Eve’. The purchase was agreed at £8.25 million, even though the asking price was £9.5 million. ‘I told my clients what it was worth, I stuck at it and stuck at it, and we got it at the right price,’ Stroud says. Besides ‘working incredibly hard’, Stroud’s success is driven by his belief that he’d only lead clients to property he himself would buy: ‘I’ve done 152 transactions in eight years now and I would have bought every single one of them.’ Stroud prides himself on his knowledge of London homes, particularly in the £2-10 million bracket. ‘I know the streets to buy on and the streets not to buy on, where the porters get drunk, where the lifts don’t work and where the tube runs underneath.’ However, he’s not interested in publicising his talents. ‘I’ve been doing this since I was 19 – I’ve never once advertised,’ he says. ‘All my work is word-of-mouth.’