And What It Means for You!
New research from Zoopla has revealed a striking reality in today's property market: 44% of UK homes listed for sale in the past three years failed to sell. If you're thinking of putting your home on the market — or you've been wondering why your listing hasn't attracted the right buyer — the answer is likely simpler (and more fixable) than you think.
The Elephant in the Room: Pricing
The single biggest factor determining whether a home sells is the seller's approach to pricing. According to Zoopla's survey of over 2,000 recent sellers, more than one in five (20.9%) admitted with hindsight that their asking price was too high. As a result, over half (52.8%) had to reduce their price before finding a buyer.
The average home in early 2026 is selling for 3.5% below its asking price, that's around £18,800 less than the original advertised figure. And it gets worse: homes that require a price reduction take 2.4 times longer to sell than those priced correctly from day one. Time on market creates stigma, and stigma costs money.
"I Know It's Too High, But Let's Try Anyway"
Perhaps the most surprising finding is that overpricing isn't always accidental. Around 16% of sellers who failed to sell admitted they came to market knowing their home was overpriced. Among younger sellers (under-35s), that figure jumped to 20%.
The thinking is understandable, you want to leave room to negotiate, or you've seen a neighbour's sale price and want to aim high. But the data is unambiguous: for every 5% a home is priced above the local market average, the odds of selling fall by around 5%. Price 10% above the market, and you're cutting your chances of a sale by roughly 10%.
The Danger of Pricing Around Your Next Move
One of the most common traps sellers fall into is working backwards from their next purchase. Some 21% of sellers set their asking price based on what they needed for their onward move, not what the market would bear. Unsurprisingly, 21.7% later said their sale failed because they couldn't achieve that required price.
Compounding the problem, over 6 in 10 sellers (61%) were already viewing other properties before getting their own home valued and 32% had made an offer on a new property before even requesting a valuation on their existing one. Getting a realistic valuation first is the single most important step you can take before beginning your property search.
Expert Guidance Makes a Real Difference
The research confirms something we at RedRoots have always believed: professional estate agent guidance genuinely improves your chances of a successful sale.
Sellers aged 55 and over had the best completion rates (63%), and they were also the most likely to seek pricing advice from estate agents (83%). Younger sellers, who leaned more heavily on family, friends, and online tools, saw completion rates drop to just 52%.
Online valuation tools have their place, but they're not a substitute for a professional who knows your street, your property type, and the current mood of buyers in your area. The figures back this up.
What This Means If You're Thinking of Selling
The takeaway from all this data is straightforward:
A well-priced home sells. An overpriced home doesn't.
If you're considering selling, here's what we'd recommend:
- Get a professional valuation before you start browsing. Know your number before you fall in love with your next home.
- Be honest about your pricing expectations. If your asking price is driven by what you need rather than what the market supports, you may be setting yourself up for a long, frustrating campaign.
- Listen to your agent. The research shows that sellers who take professional pricing guidance consistently achieve better outcomes.
- Avoid the price-reduction trap. A home that launches at the right price attracts more interest, more quickly and ultimately achieves a better result than one that starts high and drags on the market.
The RedRoots Difference: Honest Pricing, Local Knowledge
This is exactly why we do things differently at RedRoots.
We'll always give you a realistic, evidence-based valuation, not the highest number we think you want to hear. It might not be what every agent tells you, but it's the approach that actually gets homes sold. Flattering you with an inflated figure only to watch your listing stagnate and require reductions down the line isn't good for you, and frankly it's not something we're willing to do.
More importantly, every RedRoots agent is a genuine local expert. They're not working from a postcode database or an algorithm. They know the roads, the schools, the quirks of the local market, and what buyers in your area are actually paying right now. That kind of on the ground knowledge is what allows us to price with confidence and back it up in conversation with every potential buyer we bring through your door.
When we recommend a price, it's because we believe it gives your home the best possible chance of selling at the best possible figure, in the best possible timeframe. That's the honest, straightforward service RedRoots was built on.
Sources: Zoopla research, May 2026, based on a survey of 2,000+ recent UK home sellers.
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