We look at why some homes are getting stuck without a buyer and the key things successful sellers are doing right in 2026.
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44% of UK homes listed for sale in the past 3 years failed to sell
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Overambitious and unrealistic pricing is the biggest reason homes remain unsold
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Under-35s are more likely to overprice in order to afford their next home
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Pricing in line with local property values improves the chances of selling
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Get an agent valuation for the most accurate price, tailored to your local market
Ever worried about taking the plunge and getting that ‘for sale’ sign up, only to find your home sits around and won’t sell?
It’s only natural to worry about what might happen once you’re on the market.
Our latest survey results show this worry isn’t unfounded, but you have more influence than you might think. In fact, successful sellers are doing a few key things differently to get a result.
Sellers admit they priced too high
A survey of over 2,000 UK sellers who put their home on the market for sale in the past 3 years we asked if they’d been successful. Almost half (44%) said their home failed to sell.
Price is the biggest sticking point, with overconfidence directly damaging success. Of the sellers who failed to find a buyer, 16.2% knew their home was overpriced from the outset.
More than a third (34%) realised, with hindsight, they’d set an unrealistically high asking price. At the time, these sellers thought they were asking a ‘fair price’.
What successful sellers are doing differently
Pricing realistically to avoid later reductions
Many sellers are discovering the hard way how important realistic pricing is.
For 53% of sellers, reducing their asking price was the only way to attract a buyer. Those that did drop their price did so by an average of 7%.
Data shows the average home sold for 3.5% below the asking price in the first 3 months of 2026. That’s equal to £18,000 below the original advertised figure.
Getting a valuation before any viewings
Approaching a move in the right order is pivotal to selling.
More than 6 in 10 sellers (61%) viewed other properties before getting their own home valued. Some 32% went as far as making an offer on a property before getting a valuation.
For 21%, their inflated asking price was based on the amount needed to buy a home they’d already found. Unsurprisingly, 21.7% looked back and said their sale failed because they couldn’t achieve the price required.
Pricing for the market – not their move
Age and the reason for moving is linked to sales success. Younger sellers are more likely to be trading up the ladder, creating financial pressure to set a price that is unachievable.
The main reason under-35s were trying to sell was to trade up to a larger property (44%), with every penny from their sale counting. The survey found only 52% of under-35s sold their home successfully, compared to 63% of those aged 65+.
Among under-35s, 26% looked back and realised they’d priced their home too high and 20% knowingly overpriced from day one.
On the other hand, the experience of older movers is clear.
As well as better completion rates, people aged 65+ in the survey were less likely to overprice their home at the start (6%). And they were less likely to look back and regret an inflated asking price (12%).
With 34% of those aged 65+ downsizing, they’re more likely to be moving to a less expensive property. It’s also likely that these older homeowners have built up more equity in their current home, reducing the pressure to achieve a higher price.
Using an estate agent to guide their success
Most people get estate agents to value their home as their first step of selling, and there’s an important link between taking pricing guidance from estate agents and getting a successful sale result.
Of the most successful sellers – the 55+ age group – 83% heavily relied on an agent’s pricing advice.
Conversely, far fewer under-35s (53%) were influenced by estate agents. The youngest sellers also took advice from family and friends.
Local knowledge is important, the market moves at very different speeds from one street, town or postcode to the next. This is why working with an experienced local agent is important. They will price your property appropriately, based on genuine local demand. They’ll also identify your home’s unique selling points – the ones most likely to resonate with buyers in your area.
Prioritising presentation and home maintenance
While the key takeaway for sellers is to price realistically using an estate agent’s advice, presentation matters.
Successful sales had one thing in common – appearance.
The home being sold was clean, the garden tidied and minor repairs had been made ahead of the sale.
First impressions matter, if viewings aren’t leading to offers, think carefully about how your property is presented, both online and at the curb. Act on feedback early as the sellers who struggle are almost always the ones who simply wait and hope something changes.
Monitoring your home’s value and local market
With 38.6% of sellers using online sources to help price their property, accurate monitoring is also vital.
Track your home for a real-time snapshot of what your home might sell for and what’s happening in your local market. Use this in tandem with estate agent valuations to get a realistic price for your property.
How your local market will influence your sale result
There’s one thing that’s less in your control when it comes to selling – and that’s the performance of your local market. Local levels of demand, supply and stock will influence your sale, even if you do everything right.
Monitoring your market long before you decide to sell is a great way to stay on top of this and price in line with buyer activity.
And speaking to a local estate agent is invaluable in uncovering the unique dynamics in your area, right down to your street.
Regions across the North of England have the highest sales success rates, with 3 out of 4 homes selling in Northern Ireland. More than two-thirds of sellers in Yorkshire and the Humber, the North East, the North West and Scotland successfully selling their home.
The market has been especially sluggish in London, where only 38% of properties listed for sale have reached completion. All other regions see at least half of all properties sell.
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UK region |
Sales success rate |
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Northern Ireland |
77% |
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Yorkshire |
69% |
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North East |
68% |
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North West |
68% |
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Scotland |
67% |
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East Midlands |
65% |
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South West |
60% |
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Wales |
56% |
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East England |
53% |
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South East |
52% |
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West Midlands |
50% |
|
London |
38% |
|
UK average |
56% |
