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New research has revealed it is cheaper to buy a home in every UK region than it is to rent one, with first-time buyers in London outdoing the rest of the country, being £3,468 better off each year[1]. Eager buyers wanting to make the well-connected north-west London area of Willesden Green their home, should look to Notting Hill Genesis’ new development, BEAT NW10. With the average rent in the area currently at £1,686 per month[2], this exclusive collection of Shared Ownership apartments offers the ideal opportunity for first time buyers to own a home as well as saving themselves £2,652 per year.

BEAT NW10 is set on the border of one of the UK’s largest regeneration projects, Old Oak and Park Royal.

Creating a thriving, new destination where people will aspire to live, work and play, the development itself occupies the former Willesden Reservoir site, nestled in the neighbourhood of Harlesden. The 16 contemporary one, two and three-bedroom apartments are a few minutes’ walk from the lively Willesden High Road and commuters are spoilt for choice, with four underground stations nearby, providing fast and easy access into central London. With Brent being crowned The London Borough of Culture 2020, the homes at BEAT NW10 will have strong long-term potential to grow in value, benefitting those purchasers who get in quickly and buy a home in the early phases of the scheme.

Jenny Murphy, Head of Sales and Marketing at Notting Hill Genesis, comments: “Many first-time buyers work hard towards getting their deposits together and often assume buying a property in London will mean having to compromise on their lifestyle. With this in mind, lots of potential buyers are left feeling that renting is their best option to be able to live in their chosen location. This is a great opportunity for first-time buyers to look at re-evaluating their situation and find out if they could afford to buy a property and also be able to reduce their monthly outgoings. Purchasers at BEAT NW10 could potentially save themselves money in the long-term by taking the plunge and getting on the property ladder, as well as living in a fantastic location.”

The collection of apartments at BEAT NW10 have been designed to complement the local architecture and the variety of layouts will accommodate a wide range of buyers, from young professional city workers and couples or families keen to take advantage of a great selection of schools and parks. All of the homes enjoy their own outdoor space as well as a high-quality specification, designed to combine the perfect balance of comfort and contemporary style. Features include open-plan living and dining areas, fully fitted kitchens with a selection of integrated appliances and sleek, modern bathrooms, complete with white sanitaryware and chrome fixtures and fittings.

Commuters couldn’t be better placed with a choice of stations within close proximity. Located a mile away is Willesden Green underground station served by the Jubilee and Metropolitan lines. Harlesden station and Willesden Junction, both served by the Bakerloo line and the London Overground, are a little over a mile away, and Dollis Hill station is also nearby. Residents can enjoy journey times of just 15 minutes into the West End, Waterloo in 20 minutes and Canary Wharf in around half an hour. Crossrail services will be running from Old Oak Station from 2026, providing both connections to the Elizabeth Line, HS2 and National Rail services. The development is also served by a number of regular bus routes, meaning residents can easily travel around and across London with ease.

For those who like to get out and about, Willesden Green has recently undergone a number of improvements with a brand new state-of-the-art library, home to an art gallery, exhibition area and performing spaces. There is also a new Sainsbury’s superstore located a short drive away. Nearby is a wide selection of bars and restaurants that offer an excellent mix of cuisine options, including The Queensbury pub and more recently, The Social located on Willesden High Road, perfect for cocktails and tapas. The Willesden Charcoal Grill is a popular choice in the area, as is Haberanos burger restaurant. Roundwood Park, holder of the Green Flag Award is just a few minutes’ walk from home and has a café, wildlife area, playground and multi-use games area.

Prices for a one-bedroom Shared Ownership apartment start from £160,000 based on a 40% share of the full market value of £400,000. For more information, or to register your interest, please contact Notting Hill Genesis on 020 3815 1234, or visit the website:

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