Our Founder and CEO, Alisa Zotimova, was recently featured in the special print project “ZIMA. MIR” — a renowned publication dedicated to international lifestyle, culture, and business. In this engaging interview, Alisa reflects on her 18 years of living in London, shares her expert insights on the current trends in the UK premium real estate market, and offers highly practical advice for those planning to relocate and find their perfect home. Read the full text of the article below or follow the link to explore the complete interview.

Alisa Zotimova, founder and director of AZ Real Estate, shares her experience of living in London, her perspective on the property market, and her advice for those considering a move to the capital.

For me, London is more than just a place to live. It has been my home for 18 years — a place of power and inspiration. It uniquely combines the vibrant energy of a global metropolis with the intimacy of quiet streets, verdant parks, and tranquil squares. London truly has it all: world-class schools and universities, a stable legal system, a high quality of life, and incredible cultural diversity. People move here not only for education or business but for the quality of daily life itself. Among them are many families: some are enrolling their children in British schools, some are seeking future-proof investments, and others simply want to start a new chapter in a city that never fails to inspire.

When I founded AZ Real Estate in 2012, it was a small boutique operation where I worked alone. It seemed almost unbelievable back then that we would eventually grow into a recognized brand with a solid professional reputation. Today, we assist clients from all over the world in buying, selling, and investing in UK real estate, primarily in London. Our portfolio includes a wide range of projects: secondary market apartments, historic mansions, and modern new builds. Sometimes these are publicly listed properties; other times, they are those rare off-market gems known only to professionals, which our clients value so highly.

Over the years, I have watched the luxury real estate market evolve. For the last couple of years, it remained in a state of uncertainty, influenced by political and economic factors, high interest rates, and changes in the tax regime. However, since the beginning of 2025, the atmosphere has shifted: high-quality properties are once again moving quickly, buyers have become more decisive, and sellers more flexible. Russian-speaking clients continue to show strong interest in London, viewing it as a market that perfectly balances status and reliability.

Every story is unique. Sometimes a deal comes together almost like magic: for instance, we found a buyer for a stunning apartment in Kensington on the very first day after signing the contract, whereas other agents had struggled to sell it for six months. In another case, a family dreamed of a house on one specific street — more of a wish than a strict requirement — and that wish came true: we found them an off-market property exactly where they wanted. What’s more, we managed to exchange contracts in just two weeks, right at the start of the pandemic.

But sometimes, you have to start all over again. I recall a young couple who had a dog and were planning for a family. We found their perfect first home and were well into the transaction. However, during the due diligence stage, serious structural issues were uncovered — a rare situation in England. We had to pull out of the deal, which is always difficult for clients. But we didn’t stop there: we restarted the search and found an even better option for them. In the end, it was a very happy ending.

Such stories serve as a reminder: in real estate, it’s not just about the transactions, but about the trust and the connections they create. Clients often return to us or recommend us to friends, and I am particularly proud that 90% of our new business comes from referrals. It means we are doing things right, and with heart.

But London is about more than just work. I have my own “special” places where I can feel the true rhythm of the city. I love the intimate settings of the Donmar Warehouse and Almeida theatres, where you can catch incredible productions before they transfer to the West End. The new Sohoplace is also a favorite — spacious and modern with a very special atmosphere. I enjoy the quiet of Mount Street Gardens in the heart of Mayfair, tucked away among luxury mansions and parked Lamborghinis. And then there is Golders Hill Park with its free mini-zoo, home to deer and lemurs. These corners create the London I love: stylish, profound, and multi-layered, yet incredibly cozy.

To those just beginning their acquaintance with the city, I always say: come and simply live here for a while. Rent a place, explore different neighborhoods, and look for that specific high street that resonates with you — with the right pace, shops, and cafes. “Try London on for size,” and if you one day realize you’ve found your place, then go ahead and commit to a purchase. My team and I will always be here to support, guide, and help you.

This article was part of the major print project “ZIMA. MIR.” You can order the issue via the link.

AZ Real Estate is a London-based agency helping private clients from around the world buy, sell, and invest in UK property. The agency’s portfolio includes transactions totaling over £300 million.