More than 160 people are forming a queue for new-build flats set to go on sale this afternoon at 5pm in Hounslow.
With flats starting from £199,000 and deposits from £1,000, the Trinity Square development has been specificially designed for the first-time buyer market.
Nine hopeful first-time buyers queued overnight to get first pick of the 228 studios and one-bedroom apartments that will be sold on a first-come first-served basis.
With average house prices in London now reaching £500,000, it's no surprise that demand is at an all-time high for homes priced well below this figure.
So far, the queue is more orderly than the crowds who camped out in the rain outside H&M in Oxford Circus - some for up to 48 hours - to be allowed into the store for six minutes this morning to snap up items from Olivier Rousteing's highly-anticipated Balmain collaboration with the high street chain. The store has now been forced to close for health and safety reasons.
Image gallery: Trinity Square Hounslow
Image gallery: Trinity Square Hounslow
1/6 What you need to know
> The 228 studio and one-bedroom apartments start from £199,000
> All the studio flats are priced below £300,000
> The one-bedroom apartments range from £310,000 to £315,000
2/6 Designer features
The apartments feature oak strip flooring, wall tiles in the bathrooms, designer kitchen units, bespoke shelving, fitted carpets and wardrobes.
3/6 Maximizing space
There are swivel television units and shelving which divides the open-plan living area and sleeping area in the studio flats and one-bedroom apartments.
4/6 Sky high
The centre of the building houses one of London's largest glass-roofed atriums, an open space that rises five-storeys.
5/6 Launch details
The sales launch event is taking place on November 5 - 7. Purchasers will have up to £1000 saving on legal costs and 0% lettings and management fee for the first year.
6/6 Designed with first-timers in mind
The new flats are located in the former American Airlines European headquarters building in central Hounslow and over 40% of the development is priced below £250,000
Last night's campers at Trinity Square were made up of a mixture of locals from the Hounslow area and buyers from overseas.
Grazyna Morawska, a mother in her sixties, was the first in the queue - from 9am yesterday. Morawska flew over from Poland with the aim of securing a flat each for her children, Radomir and Monika, both in their thirties, who joined their mother last night to take turns keeping their place in the queue.
Monika, 38, is an accountant who has rented in London for 15 years but would now like to buy a place of her own.
Another camper determined to buy his first home is 25-year-old business manager Ravinda Singh, who joined the queue yesterday evening. A Hounslow resident, Singh and his wife have been renting since they married in 2013 and are determined to get on the housing ladder by buying a studio.
Buyers at Trinity Square will be securing homes off-plan and sold at market value. Located in the American Airlines’ former European headquarters, they are expected to be completed early in 2017 - and to rise in value once built.
Prices have risen by 21 per cent in Hounslow over the past year, and buyers should benefit from a further boost once the high-speed Crossrail line opens at Heathrow Airport in 2018, which will link directly to Bond Street in about 25 minutes.
Appealing to the first-time buyer market is a business model that is proving very successful for Galliard Homes, now London's second-largest developer. Its recent launch of starter flats at Harbour Central in Canary Wharf sold out in just four hours, with queues forming for 48 hours before the homes went on sale.
Some people didn't go through with the purchase, which meant that those who missed out but were top of the reserve list got a second-chance to buy.
“Trinity Square is part of our ‘Get on the Ladder’ Campaign to provide hundreds of new homes priced below £300,000 in order to help Londoners get a foot on the housing ladder. We are proud to continue our role in providing much-needed housing and contributing to the regeneration of London,” says Stephen Conway, Chief Executive of Galliard Homes who are building the homes.
To register your interest and attend the sales event visit www.galliardhomes.com or contact Galliard Sales on 0203 740 4893. Trinity Square is located at 23-59 Staines Road in the centre of Hounslow.