The prime residential property market in the West Country has entered 2026 on a notably strong footing, building on positive momentum established throughout 2025. Despite a more measured and price-sensitive wider market, activity within the £1million-plus sector has demonstrated continued resilience, underpinned by consistent demand and a robust buyer base.
Stags has once again reinforced its market-leading position, successfully agreeing the highest number of prime property sales across the West Country, according to Rightmove data. This follows a strong performance throughout 2025, which saw a year-on-year increase in the number of £1million-plus properties Stags sold, reflecting both the depth of demand and the effectiveness of a targeted, data-led approach to marketing.
Buyer demographics remain a defining feature of the prime market. During 2025, there was an increase in purchasers relocating from London and the Home Counties compared to the previous year, continuing a trend of inward migration into the region. This supports the ongoing appeal of the West Country lifestyle, supported by the exposure provided through our connections with The London Office.
At the same time, local demand continues to play a significant role. A substantial proportion of prime buyers are already based within the West Country, demonstrating the strength and depth of the regional market. This balance between local and relocating purchasers has been instrumental in maintaining stability at the upper end of the market, even during periods of wider economic uncertainty.
Encouragingly, the first quarter of 2026 has started well. Pricing discipline remains key, with results showing an average of 96.23% of asking price achieved, reflecting both realistic vendor expectations and sustained buyer engagement.
The profile of prime buyers continues to evolve seeing an increase in local buyers to 61%. Reinforcing the importance of local knowledge and established networks in facilitating successful transactions. There has also been a notable increase in cash buyers, further strengthening the resilience of the prime sector.
Looking ahead, the outlook for the prime West Country property market remains positive. While economic factors will continue to influence the market, the combination of strong local demand, ongoing interest from outside the region, and a high proportion of cash-funded buyers provides a stable platform for continued activity.
For tailored advice on buying or selling prime property, contact your local Stags office.
Ben Stephens, Parnter at Stags, comments:
