Why Setting the Right Asking Price Matters More Than Ever in Today’s Property Market
It’s understandable to want to test the market or leave room for negotiation. However, current market evidence suggests that pricing too high at the outset can significantly reduce interest, prolong the selling process and, in many cases, lead to a lower eventual sale price.
In today’s market, the right asking price isn’t about selling for less – it’s about giving your property the best opportunity to achieve its full value.
The First Few Weeks Are Crucial
The first few weeks after your property goes live are when it will receive the greatest level of attention.
Buyers who have been actively searching are notified immediately when a new property matching their criteria comes onto the market. This is when excitement is at its highest and your home has the greatest opportunity to generate multiple viewings and competitive offers.
If interest is limited during this initial period, buyers often begin to wonder why.
Has it been overpriced?
Is something wrong with it?
Has everyone else already viewed it and decided against it?
Once those questions begin to circulate, it can become much harder to regain momentum.
The Latest Research Tells a Clear Story
Recent research across the UK property market highlights just how important accurate pricing has become.
According to Savills, homes marketed at the correct price agree a sale in around 28 days on average. Properties that require a price reduction can take more than 100 days to secure a buyer, while homes needing multiple reductions may remain on the market for over five months.
Meanwhile, Zoopla found that almost 44% of homes listed over the past three years failed to sell, with unrealistic pricing being one of the most common contributing factors.
Further analysis published in July 2026, based on Connells‘ sales data, found that properties which didn’t require a price reduction were 27% more likely to receive an offer than those that did.
The message from all three studies is remarkably consistent: pricing correctly from the outset gives sellers the strongest chance of attracting buyers quickly and achieving the best possible result.
Pricing Correctly Doesn’t Mean Selling Cheaply
One of the biggest misconceptions is that a lower asking price automatically means accepting less money.
In reality, accurately priced homes often generate more enquiries, more viewings and, where demand is strong, greater competition between buyers.
Properties that remain on the market for several months, on the other hand, often lose momentum. By the time the price is reduced, many buyers have already dismissed the property or assume the seller may become increasingly willing to negotiate.
Every Property Is Different
There is no universal pricing formula.
The right asking price depends on factors including:
- The location.
- The type and style of property.
- The level of current buyer demand.
- Competing homes already on the market.
- Recent agreed sales nearby.
This is why local market knowledge remains so valuable. An asking price should reflect both the evidence and the current market conditions, rather than simply aiming for the highest possible figure.
The Bottom Line
The asking price you choose on launch day can have a greater influence on the success of your sale than almost any other decision you make.
In today’s market, where buyers have more choice and are carefully comparing properties, getting that initial pricing right is often the difference between generating immediate interest and watching your property sit on the market.
If you’re thinking about selling and would like an honest, evidence-based opinion on where your home sits in today’s market, we’d be happy to help.
Sources
The Times (July 2026) – Connells market analysis: https://www.thetimes.com/life-style/property-home/article/where-the-deals-are-being-done-places-the-market-is-still-moving-pdmzvdj02
Savills – UK residential market pricing research (reported July 2026): https://www.business-news.org.uk/top-end-priced-uk-properties-may-take-four-times-longer-to-leave-market/
Zoopla – Half of UK homes listed never sell – but sellers can change the odds: https://www.zoopla.co.uk/discover/property-news/half-of-homes-listed-never-sell/
At Hockeys, we combine local market knowledge with current buyer demand and comparable sales evidence to recommend an asking price that gives your property the best possible chance of achieving an excellent result.