Estate agents are being urged to double down on pricing strategy and presentation as affordability pressures and rising competition shape the spring sales market.
Guidance from Propertymark highlights that while seasonal demand is picking up, cost-conscious buyers and increased stock levels mean agents need to work harder to secure instructions and see deals through to completion.
With households facing higher moving costs, including Stamp Duty and legal fees, the emphasis is shifting towards value-driven marketing and efficient transaction management.
For agents, accurate pricing is seen as critical. Overpricing risks limiting early interest, particularly in a more price-sensitive market where buyers are comparing more options.
KEY BATTLEGROUND
Presentation is also a key battleground. Simple, low-cost improvements such as decluttering, minor repairs and improved kerb appeal can materially impact viewing levels and conversion rates.
The guidance points to a growing need for agents to take a more hands-on role in preparing listings, ensuring properties are market-ready before going live to maximise early momentum.
Transaction management remains another pressure point. With fall-through risk still elevated and timelines extended, agents are being encouraged to stay closer to deals, maintain clear communication between parties and address issues early to avoid delays post-survey.
Preparation is also becoming more important, with upfront documentation such as EPCs, warranties and title information helping to streamline the process and reduce friction once a buyer is secured.
PROFESSIONAL SUPPORT
Mary-Lou Press (main picture, inset), President of NAEA Propertymark (National Association of Estate Agents), and partner at Northern Ireland agency Alexander Reid & Frazer, says: “Spring is a key time for the housing market, and there are a multitude of simple things that can be done to help secure a sale.
“Presentation, preparation and the right professional support can make all the difference.”
FIRST IMPRESSIONS
And she adds: “Simple, cost-effective improvements can help create a strong first impression and ultimately secure greater levels of interest and deliver a successful sale.
“One of the first steps is to ensure your property is competitively priced when placed on the market, and that any potential buyers see it in the best possible limelight via appealing descriptions and high quality imagery used throughout the marketing process.
“The objective is to help any prospective buyer see the full potential of the property and truly imagine themselves moving in.”
