Holland Park is a quintessentially English neighbourhood. Steeped in history and grounded by tradition, it is a community characterised by mature trees, green spaces and elegant Victorian architecture. By comparison, property auctions may be seen as a largely American phenomenon. A competitive, theatrical and time-limited transaction, they promise an experience as well as an outcome.
Over the past few years, property auctions have become more sophisticated, growing in popularity across the US and other global markets such as Australia. They have also quietly become a cornerstone of the UK property market. Concierge Auctions, of which Sotheby’s is a major shareholder, provides an alternative selling route for exceptional real estate. Predominently provided as a platform to other agents and brokers, United Kingdom Sotheby’s International Realty has now celebrated its first sale via Concierge Auctions.
A historical Holland Park home
Set in leafy Holland Park, the two-bedroom maisonette was listed with a guide price of £4.85M. Its classic exterior, with white stucco elevations and cast iron railings, belies the imaginative home within. This hive of unrestrained creativity draws together a textural, wood-wrapped entranceway, colourful bathrooms with mosaic tiling, and a contemporary kitchen featuring a soaring ceiling.
Playful interventions elevate the home’s original features, such as a curved archway that frames the reception room’s floor-to-ceiling bay window. This space is further enhanced by a stone fireplace and artful ceiling decor. The 2,778 sq ft property also benefits from an expansive principal bedroom and proximity to the Central line, which is within a four-minute walk.
The Concierge Auction
“Working closely with Concierge Auctions, we were able to achieve a quick resolution for our client,” explains Irina Gamagina, Director at United Kingdom Sotheby’s International Realty. “An auction is a great alternative method of selling a home and is one of several tools at our disposal. The sale of this property within a tight timeframe without compromise on the achieved sale price, underscores the unmatched expertise, network and professionalism of United Kingdom Sotheby’s International Realty.”
Concierge Auctions work only with the top five percent of properties to ensure their lots comprise a curated collection of prime and super-prime homes. Concierge Auctions also guarantees a sale within 60 days.
Requesting an efficient transaction, the client agreed to enter the maisonette into an auction. The property was submitted for consideration in December 2024. It was subsequently promoted by the auction house to HNWIs via a local and global campaign. United Kingdom Sotheby’s International Realty continued to market the property, directing prospective buyers to the auction, while also showing the home to new leads brought in via Concierge Auctions.
By February 2025, the Holland Park property was entered into an auction. A competitive process saw 17 bidders compete for the lot. Ultimately, the seller was delighted with the price achieved and the smoothness of the transaction.
An Evolving Landscape
Auctioning property was seen as a way of shifting homes that had been foreclosed or condemned. However, Concierge Auctions has transformed this perception and pioneered a new trend towards high-end property being sold in this way. With roots in Texas, the business has sold prime and super-prime homes across the US and beyond.
The company has set a number of records, including the largest private island for sale in the Caribbean, Little Ragged Island, in March 2021 and in June 2022. The business also holds the record for the most expensive home in the US sold at auction. The One, in Bel Air, Los Angeles, is a 120,000-square-foot mansion sold via a Concierge Auction to Richard Saghian of Fashion Nova. Concierge Auctions boasts an array of celebrity clients as well as entrepreneurs, investors and C-suite executives. The business has sold more than $3B of properties in 46 US states or territories and a further 30 countries.
An Alternative Pathway
Auctioning property is an increasingly popular pathway for shrewd sellers, offering a transparent process within a set timeframe where the buyer pays the fees. This method also drives interest from a broad audience and creates a competitive environment. Paired with a limited timeframe, the sense of exclusivity can lead to a tight bidding process.
Property auctions also provide unique opportunities to buyers, since there is potential to purchase properties at low prices and to discover and bid on lucrative investment properties without the need to negotiate.
“Whether sellers or buyers, HNWIs won’t always have the time or the patience to wait for a convoluted and sometimes hesitant market,” Irina Gamagina of United Kingdom Sotheby’s International Realty adds. “We empower our clients to choose a solution based on their preferences and a property auction offers a fast resolution.”
Ultimately, the traditional real estate model provides a linear solution to a dynamic problem. Sometimes though, agility and initiative are required to close a sale. In the case of the Holland Park property, expert connections were employed to ensure the transaction was completed within an impressive timeframe.
Consult our web pages for more information about selling or buying a property. Alternatively, contact Director Irina Gamagina directly.
