Ross Ward recalls pestering Pereds’ founder Perry Press — who can claim The Beatles, Pink Floyd and Led Zeppelin among his clients — for a job at the pioneering property consultancy Pereds. Perry was the go-to guy in the 60s and 70s, Ward says, for the cream of the rock aristocracy and creative types looking to settle down in discreet homes in London and the Home Counties. What has changed since then? ‘The creatives are generally not quite as rich as they used to be,’ says Ward. While he still maintains close relationships with rock stars and others in the world of the arts and entertainment, he now finds himself increasingly dealing with bankers, lawyers and a range of HNWs from other industries.‘Our USP is us, really,’ he says. ‘We have a good insight into what people actually want and we believe we have more knowledge than anyone — Perry has been actively buying and selling for clients for over 50 years now, can you believe that?’ Ward has seen a myriad of properties in his 15 years with the firm, from glorious country estates in rural seclusion to the most exquisite of urban townhouses. But one thing that remains consistent is the demand for ‘good family homes’, which has seen the firm continuing to acquire the best for appreciative private clients while also ‘selling quite a lot of houses, both openly and covertly — and achieving a record price per square foot for nearly every one of them’.
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