Thinking about selling your home? In today's property market, getting the asking price right from the outset could make a significant difference to how quickly you find a buyer.
Thinking about selling your home? In today's property market, getting the asking price right from the outset could make a significant difference to how quickly you find a buyer.
After a slower summer for the UK housing market, there are signs that buyer activity is beginning to pick up as we head into autumn. However, buyers still have plenty of choice and affordability remains an important consideration for anyone looking to move home.
So, if you're thinking about putting your property on the market, how do you make sure you're pricing it realistically?
What is happening in the UK housing market?
The property market has experienced a slower period over the summer, with higher mortgage rates and affordability pressures affecting buyer activity.
According to Zoopla's latest August 2026 data, the number of agreed sales was 6% lower than the previous year. However, there are some more positive signs for the months ahead: searches from people looking to buy a home were 7% higher year-on-year, their strongest annual increase for 12 months.
There is also more choice for buyers. The number of homes available for sale is around 5% higher than a year ago, giving buyers greater choice and in many areas, more room to negotiate.
For sellers, this means that simply putting your property on the market at the highest possible price may not be the best strategy.
Why does your asking price matter?
It can be tempting to start with a higher asking price with the intention of reducing it later if you don't receive any offers.
However, an ambitious price can mean your property sits on the market for longer, potentially causing buyers to overlook it in favour of similarly priced homes that offer better value. With more properties available, buyers can afford to be selective.
Zoopla's July 2026 data showed that almost 30% of homes listed since the second quarter remained unsold without a price reduction, highlighting the importance of realistic pricing in the current market.
Getting your asking price right from the beginning can therefore help your property attract attention from serious buyers while it is still fresh to the market.
Don't rely on asking prices alone
One of the most important things to remember when deciding how much your home is worth is that asking prices aren't necessarily the same as achieved sale prices.
A property may be advertised for £300,000, for example, but that doesn't mean it will ultimately sell for that amount.
When considering your own asking price, look at:
- Recent sold prices for similar properties in your area.
- The type, size and condition of your property.
- How much similar homes are currently being marketed for.
- How long comparable properties have been on the market.
- Whether properties are achieving their asking prices.
- Current demand from buyers in your local area.
Your estate agent should be able to provide local market information and explain how they have arrived at their recommended asking price.
Your local property market matters
National housing market statistics can give you a useful overview, but they don't tell the whole story.
Property markets can vary considerably between regions, towns and even individual neighbourhoods.
Zoopla's latest research highlights this difference, with house price growth and sales activity varying significantly across the UK. In July 2026, for example, annual house price growth was 3.1% in the North West, compared with a 1.0% fall in London.
This is why understanding what's happening in your own local property market is so important.
If you're selling a property in Derby, Nottingham, Leicester, Birmingham or elsewhere across the Midlands, for example, the level of buyer demand and competition you're facing may be very different from what you're reading about in the national headlines.
Before deciding on an asking price, it can be worthwhile speaking to several local estate agents and comparing their advice. Ask them to explain what similar properties have actually sold for and what they believe buyers are currently willing to pay.
What does this mean if you're planning to move?
If you're selling your existing home so that you can buy another property, the price you achieve can have a direct impact on your next move. Understanding your likely sale price alongside your mortgage affordability can help you work out what budget you may have available for your next home.
This is where speaking to a mortgage adviser before you start seriously searching for your next property can be useful. We can help you understand your potential borrowing and what you could reasonably afford, taking your existing mortgage and wider circumstances into account.
That means that you can approach your next move with a clearer idea of your budget, rather than finding your dream home first and worrying about the finances afterwards.
Thinking about moving home?
If you're considering selling your home and moving this autumn, we'd be happy to help you understand your mortgage options.
At Crystal Clear Financial Planning, we provide mortgage advice to help home movers understand their borrowing options and find a mortgage that suits their circumstances.
Whether you're moving to a bigger family home, downsizing, relocating or simply looking for a change, getting your finances in order early can make the moving process a little easier.
Get in touch with our team today to discuss your mortgage options and find out what you could potentially afford for your next home.
Your home may be repossessed if you do not keep up repayments on your mortgage. The information in this article is based on housing market data available at the time of publication and is intended for general information only. Property prices and mortgage rates can change, and local market conditions can vary significantly.
Sources:
https://www.zoopla.co.uk/discover/property-news/house-price-index/
https://www.ft.com/content/24a8adf9-8103-44b3-92e8-350ef897dc2a?syn-25a6b1a6=1
