New Build Investor Guide – Hammersmith & Fulham

Apr 2021

Buying a new build property off plan? Check out our Area Guide first

Are you considering purchasing a new build, off plan property in Brent? Want to get the latest information on house prices, demographics and other useful information before you commit to a deal?

Our Area Guides give you the latest relevant information from local governments, the Census and the Office of National Statistics (ONS) data. They’re designed for offshore, new build property investors to help you understand an area in detail so you can make informed investment decisions.

Read on for investor details specifically about Brent but if it’s more detail about the wider UK property market you need, you can download our latest report here. In our report we address two key questions:

1 Is investing in UK residential property still worth it?
2 If so, where are the best opportunities for property investors and why?

Hammersmith & Fulham

Compressed PropTech Pioneer New Build Investor Guide – Hammersmith & Fulham

Hammersmith & Fulham is one of 12 inner London boroughs and located in west London. Spanning approximately 6.3 miles², the London Borough of Hammersmith and Fulham lies immediately north of the River Thames. The borough borders Kensington and Chelsea, Brent, Ealing, Hounslow and the Thames and is where you’ll find the famous Kings Road and Chelsea Football club.


Hammersmith and Fulham’s population is forecast to grow by 26% by 2030

Population (2018) 185,426
Forecast Population 2030 234,251


Economically Active Population

A largely young, diverse, mobile population.

Age Range Percentage of population
16 – 64 72%
Under 15 18%
Over 65 11%
Martial Status:  
Single 56%


Average Life Expectancy

Average life expectancy for those born in Westminster between 2016 and 2018:

Males 80 years
Females 85 years


Population Density (2011)

Hammersmith and Fulham is the eighth most densely populated local authority in England, with 11,287 people per km2.


International Migration (2018-19)

6,000 new residents from overseas


Country of Birth

Location of Birth Proportion of Population
UK and Ireland 60%
EU 12%
Other countries 28%


Crime & Safety

Crime Numbers (to year end September 2020)  
The 10th lowest of all London boroughs and the 2nd lowest of the inner London borough




Primary Schools 60 (17 of which have an Ofsted rating of outstanding)
Secondary Schools      26 (7 of which have an Ofsted rating of outstanding)
Schools and Colleges (16-18 years) 21 (5 of which have an Ofsted rating of outstanding)



Home to three Imperial College London campuses:

Imperial College – Charring Cross Campus
Imperial College – White City Campus
Imperial College – Hammersmith Campus

Health Facilities


Hammersmith Hospital
Charing Cross Hospital
Queen Charlotte and Chelsea Hospital

Medical Facilities

Facilities in 2018:

Doctors Surgeries 30
Dental Surgeries 33

General Wellbeing

The proportion of people considering themselves in good or very good heath is the 4th highest in England.

Population considering themselves in good or very good health 84%
Population considering themselves in bad or very bad health 5%


Employment & Economy

66% of working aged people employed (compared to 75% across England 74% across London).

Top 4 Sectors of Employment

Finance, banking and insurance 31%
Public administration, education and health       25%
Distribution, hotels and restaurants 13%
Transport and communication 13%


Major Employers

Some of the largest employers in the borough include:

Employers Employees
The BBC 7,182
Omni Facilities Management 3,981
L’Oreal 3,568
Hammersmith Hospital 2,956
Walt Disney 1,597


Jobs and Job density

Aproximately 80m,000 workers commute to the borough every day and 60,000 residents work outside of the borough. The daytime population of Hammersmith and Fulham increases to 210,000. (source:

Median Gross Annual Pay for full-time employee jobs (2017) £31,365
Number of jobs in the borough (2019)            92,000
Jobs per resident        0.49 (London average 1.03 and UK average 0.87)

Source: and


Number of residential properties  in Hammersmith and Fulham 88,140


Property Ownership (2018)

own property outright (no mortgage) 23%
own property with mortgage 19%
rent from a Housing Authority or the Local Authority 29%
rent from a private landlord (representing approximately 24,215 private rentals) 30%


Household with no car or van (2011) 55%


Household Composition

One person households    37%
One family households     43%
Other  (sharers / students etc)   20%


Average House Prices

Hammersmith and Fulham has the fifth most expensive average house prices of all the 33 London local authorities.

Average achieved price January 2020 £722,760
Average achieved price January 2021 £745,509
Increase/Decrease  +3.1%


Volume of Sales

Despite the COVID pandemic, the number of property transactions fell by just 12.

Number of residential sales to year ending September 2019 1,797
Number of residential sales to year ending September 2020    1,785


Achieved Rents (January to December 2020)

Mean monthly average rents in the borough:

Studio     £1,100 per calendar month
1 bedroom £1,402 per calendar month
2 bedrooms £1,850 per calendar month
3 bedrooms £2,500 per calendar month


New Build Developments in Hammersmith and Fulham

Several large landmark developments have been developed in recent years in the borough and investors in Asia will be familiar with many of these as they have all been launched in region.

Chelsea Creek (St George)

Total Number of Apartments 1,366 Apartments (873 Private)
First Launched June 2010

Visit Website

Average Prices – Chelsea Creek (Final phase)

  Minimum Average Maximum
Price £710,000 £1,356,352 £4,900,000
Price per ft² £1,405 £1,571 £1,762
Area (ft²) 472 745 1,226

source: Molior

  Minimum Average Maximum
1 Bedroom £710,000 £873.091 £994,000
2 Bedroom £1,240,000 £1,411,852 £2,095,000
3 Bedroom £1,945,000 £3,183,000 £4,900,000

source: Molior

Lillie Square (Capital and Counties)

Total Number of Apartments 808 (608 private)
First Launched March 2014

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Average Prices – Lillie Square

  Minimum Average Maximum
Price £785,000 £1,269,333 £2,015,000
Price per ft² £1,370 £1,528 £1,820
Area (ft²) 485 901 1,354

Source: Molior

  Minimum Average Maximum
1 Bedroom £785,000 £816,666 £865,000
2 Bedroom £1,250,000 £1,394,167 £1,725,000
3 Bedroom £1,855,000 £,1925,000 £2,015,000

Source: Molior

White City Living – St James

Total Number of Apartments Aproximately 1,815 (1,465 Private)
First Launched 2017

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Average Prices – White City Living

  Minimum Average Maximum
Price £640,000 £1,235,852 £4,150,000
Price per ft² £443 £1,389 £2,750
Area (ft²) 351 906 2,055

Source: Molior

  Minimum Average Maximum
Studio £640,000 £653,333 £660,000
1 Bedroom £770,000 £843,964 £925,000
2 Bedroom £1,015,000 £1,183,474 £1,395,000
3 Bedroom £1,710,000 £2,318,313 £4,150,000

Source: Molior

Fulham Reach (St George)

Total Number of Apartments 744 Apartments (558 Private)
First Launched October 2011

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Average Prices – Fulham Reach

  Minimum Average Maximum
Price £749.950 £1,651,600 £4,999,950
Price per ft² £788 £1,314 £1,924
Area (ft²) 546 973 1,814

Source: Molior

  Minimum Average Maximum
1 Bedroom £759,950 £810,874 £860,000
2 Bedroom £ £1,320,861 £3,800,000
3 Bedroom £1,529,950 £2,581,750 £4,999,950

Source: Molior

Environment & Leisure

Leisure facilities include:

Queens Club and The Hurlingham
5 public libraries
Several museums
Fulham Palace
7.25km of Thames river frontage
Large Entertainment venues including: Eventim (Hammersmith) Apollo), Shepherd’s Bush Empire, Bush Theatre, Lyric Hammersmith
Olympia London – a major exhibition and conference centre
Three town centres: Hammersmith, Shepherd’s Bush, Fulham
Several shopping malls including Westfield at White City and the world famous Kings Road.


Hammersmith and Fulham’s overground and underground stations are in Zone 2.

Overground Stations

Charing Cross Station
Marylebone Station

Imperial Wharf Kensington Olympia
Shepherd’s Bush West Brompton

Underground Stations

Barons Court(District and Piccadilly lines) East Acton (Central Line)
Fulham Broadway (District line) Goldhawk Road (Circle and Hammersmith & City line)
Hammersmith (Circle, District, Piccadilly and Hammersmith & City lines) Parsons Green (District line)
Putney Bridge (District line) Ravenscourt Park (District line)
Shepherd’s Bush (Central line) Stamford Brook (District line)
West Brompton (District line) West Kensington (District line)
Willesdon Junction (Bakerloo line) White City (Central line)
Wood Lane (Circule and Hammersmith and City lines)  

Local Government

The Labour Party

UK market report 1536x768 2 PropTech Pioneer New Build Investor Guide – Hammersmith & Fulham