"Buying London" might be considered distasteful television, but it offers an unvarnished view of the capital's property market.

Despite its controversial nature, "Buying London" provides an honest depiction of the city's property market, shedding light on its intricacies and realities.

Netflix's contentious reality series serves as a critical reflection of individuals contributing to the challenges of urban living, highlighting their impact on accessibility and affordability for residents.

Upon my arrival in London seven years ago, I delighted in pausing outside estate agents’ offices to peruse their property listings displayed in the window. Despite their often exorbitant prices, there was a sense of amusement in comparing the offerings and contemplating the merits of various amenities. However, in light of London's housing crisis and its impact on individuals like myself, the allure of indulging in fantasy real estate has waned. 

Now, a flashy new reality TV series from Netflix, titled Buying London, offers a glimpse into the city's "super-prime" property market, akin to Selling Sunset's portrayal of high-end real estate in Los Angeles. Both shows blend property fascination with workplace drama, accompanied by pulsating pop music and dramatic camera work, making them a challenging watch for those with vertigo or beyond their thirties.

One might easily dismiss Buying London as trivial entertainment were it not for its focus on property. Yet, it evokes a sense of dissatisfaction, exposing the affluent influences deteriorating the city and the self-serving individuals enabling them. 

The clash between old and new wealth, institutional privilege versus global influence, and property acquisition versus daily living are starkly portrayed. Meanwhile, the housing crisis lurks just beyond the camera's view. In the inaugural episode, Buying London grapples with the paradox of "super-prime" properties in the city, which are surprisingly compact compared to counterparts in Beverly Hills or Sunset. Daniel Daggers, the show's prominent figure, attributes this to London's historical land division, boasting of the city's exorbitant square footage prices. 

Despite the challenges, Daggers, also known as "Mr. Prime," revels in the opportunity to cater to the affluent, likening himself to fellow "super agent" Daniel Craig. His persona is a peculiar mix of David Brent and Kendall Roy, offering a spectacle that defies belief, even if the show itself may not be recommended.

"At one point," Daggers articulates with exertion, "There's no 'i' in team, but there is one 'i' in 'super prime' – and that's me."

When not striving to portray himself as the relaxed entertainer of luxury real estate, Daggers positions his DDRE Global agency as a disruptive newcomer boldly challenging the conventional, old-fashioned giants of the London market. He implies that his clientele consists mostly of individuals with newfound wealth, many of whom are based abroad – in South Africa, Eastern Europe, or Dubai.

To justify his assertion of "revolutionizing" London's high-end property approach, Daggers relies solely on catering to this overlooked market segment and promoting properties through social media. He disparages traditional estate agents as representatives of "old-school money, attending prestigious universities...wearing jumpers draped over their shoulders." However, his credibility is undermined when he himself appears at a mixer event styled in a similar manner a few episodes later.

Daggers has hedged his bets by hiring Oli, alongside his numerous strikingly ambitious female agents. Oli describes himself as a "posho" with ties to high society and an extensive collection of suits.

Many of the showcased properties are snapped up by foreign buyers who have no plans to reside there or even visit frequently. For instance, an Eastern European family expresses interest in a three-bedroom townhouse in Belgravia, priced just under £8 million, solely for their daughter's occasional use. Meanwhile, agent Reme explores a £7.4 million property in Dubai on behalf of a buyer seeking to diversify their investment portfolio.

The excessive pull-zooms and focus on luxury in Buying London can be unsettling to watch, particularly for Londoners, who witness the city being tailored to and dominated by the wealthy elite at the expense of others. 

With an estimated £55.2 billion worth of foreign-owned property in London, including a significant portion in inner London and Westminster, the issue of empty properties amidst a housing crisis remains poignant. While a ban on foreign ownership has been proposed as a solution, foreign investment continues to drive sales and prop up the market. Even the agents at DDRE, despite their immersion in luxury, recognize the broader implications. Viewing a £26 million "mega-mansion" in Dubai, agent Rosi contrasts it with what one could acquire in London for the same price, drawing a wry response from Oli. 

This moment of reflection amidst the series' extravagance underscores its portrayal of a select group shaping the city, leaving a distasteful impression despite its glossy presentation. While Daggers and his team excel at selling houses, their understanding of the broader context appears lacking.

Source: theguardian