"Affordability is a key driver, with many of the most in-demand locations offering better value than the London average. It’s a reminder that buyer interest doesn’t always follow the trend, it follows the opportunity"
- Colleen Babcock - Rightmove
The viral banana map, which outlines a curved corridor of sought-after areas stretching from South West to North East London, has been widely discussed in recent months. However, eight of the ten most in-demand neighbourhoods fall outside this shape.
Affordability drives demand
Affordability appears to be a central factor. Seven of the ten hotspots identified by Rightmove have average asking prices below the London average of £666,983, highlighting that buyers are placing value alongside location in their decision-making.
The only two areas within the banana zone to make the list are Islington in North London and Battersea in Wandsworth. Outside the zone, the top three locations are Docklands and Hackney in East London, followed by Sutton in South London.
Top 10 most in-demand locations for homebuyers in London
1: Docklands Tower Hamlets £551,551
2: Hackney Hackney £671,717
3: Islington Islington £818,293
4: Sutton Sutton £496,748
5: Walthamstow Walthamstow £534,159
6: Orpington Bromley £593,478
7: Romford Havering £424,076
8: Croydon Croydon £395,423
9: Bromley Bromley £575,922
10: Battersea Wandsworth £992,370
“While the viral banana map has captured imaginations, our recent data shows that buyers are drawn to areas outside its curve,” explained Colleen Babcock, property expert at Rightmove. “Affordability is a key driver, with many of the most in-demand locations offering better value than the London average. It’s a reminder that buyer interest doesn’t always follow the trend, it follows the opportunity.”
Economic pressures influence choices
Commenting on the findings, Mary-Lou Press, president of Naea PropertyMark (National Association of Estate Agents), said: “Affordability is a key driver for buyers, especially given the current economic climate, and with Stamp Duty having risen across England and Northern Ireland, this is testing even more people’s finances.
“Buyers are moving outside of busier towns and cities across many areas in the UK, and London is no different. However, its inflated house prices cause it to be more prevalent and amplify the need for buyers to offer more consideration and flexibility to their home moves in order to find a more affordable place to nest.”
