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Ross Ward’s company, a pioneer in property consultancy, is all about rock ’n’ roll. Pereds has helped the likes of the Beatles, Pink Floyd and Led Zeppelin (all friends of founder Perry Press) find and sell discreet homes. ‘ Our US P is us, really,’ Ward has said.
These days Ward deals mostly with entrepreneurs. He still helps rock stars, but not many display wealth the way the rock aristocracy did in the Sixties. ‘They’re just not rich enough!’ he laughs.
Finding ‘decent’ houses is increasingly difficult, he says – the stagnant market is ‘the new normal’. At the very top end, however, prices haven’t dropped much: ‘I don’t mind a larger gap forming between the very best and the rest.’