Fairview New Homes’ game-changing Save to Buy scheme is launching at Southall Grove in West London, giving first-time buyers a rare opportunity to build their deposit whilst living in their brand-new home in a vibrant area, removing the financial pressure of attempting to save while paying rent.
Fixed monthly payments are assessed by the area’s average monthly rent value and the buyer’s personal finances, with 100% of the payments going towards the buyer’s final deposit, meaning the buyer doesn’t spend a penny on rent. With Fairview topping up the deposit with 5%, those utilising Save to Buy will have a unique opportunity to afford a more attractive 85% loan-to-value mortgage with lower interest rates, having built up a 10% deposit themselves.
The scheme is designed to help first-time buyers who are struggling with record-high rental costs, with average rents in London hitting an all-time high of £2,736 pcm in Q3 of 2025 according to Rightmove.
The right time for Southall
Located moments from Southall town centre and within easy reach of Southall station on the Elizabeth line, Southall Grove is the most affordable new development in west London* with prices starting from £299,000, and offers a collection of contemporary one- and two-bedroom apartments designed for modern living, with excellent transport links into central London and Heathrow, as well as access to local shops, green spaces and schools.David Dee, Sales Manager at Fairview and Southall Grove, explains why the developer has decided to make the scheme available on select one- and two-bedroom apartments at the development:
“Southall has become an increasingly popular place to live, thanks to the Elizabeth line, ongoing regeneration and its strong sense of community. But with that popularity comes rising rental costs, which are making it harder for local people to save for a deposit.
Save to Buy at Southall Grove is about giving first-time buyers in the area a realistic route to home ownership — allowing them to stay local, move into a brand-new home and build their deposit without paying rent at the same time.”
To secure a mortgage using Save to Buy, buyers must lay down an initial minimum deposit of 1% and save a total deposit of 10% before officially completing. Fairview will contribute a further 5% through their Deposit Top Up incentive, to achieve the full 15% deposit required to secure the mortgage.
Save To Buy Success: “The feeling of pride and security has still not worn off”
Save to Buy was first launched by Fairview at Epping Gate in Loughton in January 2023 and 34-year old Eleonora D’Aietti was one of very first people to use the scheme to buy her new one-bedroom apartment at Epping Gate.
in June 2023 and officially completing in November 2023.
Thanks to Save to Buy, Eleonora was able to live in her new Fairview apartment for six months rent-free, with the entirety of her payments going towards her final deposit. Having completed in November 2023, Eleanora said: “It’s almost been two years since I officially became a homeowner, and the feeling of pride and security has still not worn off.
“I could never imagine going back to renting. My monthly repayments are fixed for the next three years so I know exactly what I will be paying, and the rental market is still so expensive. I still love knowing someone isn’t going to raise my rent or ask for the property back!
“I would have wasted thousands of pounds on rent in the last three years if it wasn’t for Save to Buy. Instead, I’ve invested in an asset and my future, which is a great feeling.”
As well as being able to build equity, Save to Buy gave Eleonora the opportunity to stay in the area she loves and has lived in since 2013.
“My life is here in Loughton and has been for many years now and I feel very much a part of the community. Without Save to Buy, I think I’d have had to have waited at least three more years to buy a home in Loughton, or compromise and buy somewhere else if I wanted to become a homeowner sooner.”
“It’s still crazy when I think about – at the start of the 2023, the dream of owning my own home seemed so far away, but here I am two years on!”
Eleonora’s advice to anyone thinking of using Save to Buy: “Schemes like this one can only be a good thing as the property market is such an unrealistic challenge for so many. I know at first it might seem like it’s too good to be true, but it really is exactly what it says it is.
“The whole process isn’t as daunting as it seems, so don’t be afraid to take the plunge! It has changed my life for the better and I couldn’t be happier with my new home.”