High earners (£100k–150k): where the smart money goes
At £100–150k combined household income, your London property ceiling is approximately £600k–900k with a standard mortgage, or up to £1.1m with a larger deposit. This is the bracket where the interesting decisions happen — you can afford the established addresses, but you might get more by looking slightly off-piste.
East Dulwich SE22 (£750–950k) gives the school corridor, Lordship Lane, and Zone 2/3 access as an alternative to Dulwich Village (20% more expensive). Herne Hill SE24 (£700–800k) gives Brockwell Park and Zone 2 as an alternative to Clapham (25% more expensive). Crouch End N8 (£800k–1m) gives the creative village, Outstanding schools, and the Parkland Walk as an alternative to Highgate (30% more expensive).
Very high earners (£150k–300k): the established addresses
South London: Dulwich, Clapham, Balham
Dulwich Village (SE21) is the default family destination for very high earners with children who want outstanding schools. The Dulwich Estate covenant, proximity to Dulwich College and JAGS, and the Victorian semi stock attract City workers, senior professionals, and anyone who has done serious school research. Properties at £1–1.5m for 4-beds. Clapham and Balham serve younger very high earners — the social infrastructure, the Northern line, and the established peer group make these areas sticky.
North London: Highgate, Hampstead, Islington
Highgate N6 is North London's most consistent high-earner destination — the village character, the Heath access, and the outstanding school corridor (Highgate School, Channing, North London Collegiate School's catchment) attract very high earners who want North London's character without Hampstead's price premium. 4-bed houses at £1.2–2m. Islington N1 attracts tech and media high earners who want Zone 1/2 convenience; Canonbury and Barnsbury have some of the finest Georgian terrace stock in London at £1.2–1.8m.
West London: Chiswick, Richmond, Kew
West London's very high earner corridor runs from Chiswick through Richmond to Kew. Chiswick (W4) is the most popular — the High Road, the riverside, and the District line attract finance and media professionals with families. 4-bed Victorian houses at £1.2–1.8m. Richmond's appeal is green space — the Park, the river, outstanding schools — at £1.1–1.8m for 4-beds.
Ultra-high earners (£300k+): the prime postcodes
Above £300k household income, the London property market's prime postcodes open up entirely. Mayfair and Belgravia (W1/SW1) are the most prestigious residential addresses — predominantly corporate wealth, hedge fund managers, private equity partners. Properties start at £2m for a 1-bed flat and extend to £30m+ for the finest houses. Notting Hill and Holland Park (W11/W14) attract media, creative, and entrepreneurial wealth — people who want prestige without Mayfair's formality. Properties at £2m–10m+.
The surprising choices
A significant proportion of very high earners make choices that surprise people. Several senior City figures live in Blackheath, Forest Hill, or Nunhead — outer South London areas that give them large Victorian houses with long gardens at a fraction of Dulwich prices, prioritising space and green access over postcode prestige. Others live in outer West London (Kew, Barnes, East Sheen) specifically because they can have 4–5 bedroom detached houses with proper gardens. The correlation between wealth and central London postcodes is real but far from absolute.