Almost half of all homes listed for sale across the UK over the last three years failed to sell according to new research from Zoopla, with unrealistic pricing expectations emerging as the biggest reason transactions fall through before they even begin.
The property portal found that 44% of homes listed during the period never completed a sale, with many sellers overestimating the value of their property and pricing based on what they need for their next move rather than current market conditions.
Zoopla’s analysis found that every 5% a property is priced above the local market average for that type and size of home reduces the likelihood of selling by around 5%, while pricing 10% above market value cuts the odds of securing a buyer by roughly 10%.
The research, based on a survey of more than 2,000 UK adults who had listed a home in the last three years, found that among sellers who failed to complete a sale, more than a third (34%) admitted their asking price had been too high in hindsight. Even among those who successfully sold, 53% had to reduce their asking price in order to attract a buyer.
BELOW ASKING PRICE
Separate Zoopla data shows the average home sold for 3.5% below asking price during the first quarter of 2026, equating to an average reduction of £18,800 from the original listing price.
The research also highlights how many sellers begin searching for their next property before properly understanding the value of their current home.
More than six in 10 sellers (61%) viewed homes before obtaining a valuation, while nearly a third (32%) made an offer on another property before understanding what their own home could realistically achieve on the open market.
As a result, one in five sellers (21%) admitted they priced their home based on what they needed to fund their onward move rather than market value.
Zoopla also found differing success rates between age groups. Just 52% of sellers aged under 35 successfully sold their home, compared with 63% of those aged 65 and above. Younger sellers were more likely to be upsizing and therefore under greater pressure to achieve ambitious sale prices in order to finance their next purchase.
SELLERS NEED SPECIFICS
Richard Donnell, Executive Director at Zoopla, says: “Almost half of homes listed never sell.
“That isn’t down to luck or the market, it comes down to a few decisions, starting with understanding what your home is actually worth today.
“The average homeowner selling in 2025 had been in their home for nine years, meaning many owners are out of touch with what their home may be worth.
“Online tools are a great starting point for keeping track of what your home is worth. Over six million homeowners track their property value on Zoopla, which is free and updates with the local market each month.
“When it comes to actually selling, sellers need specifics – and that’s where speaking to several trusted local agents who know the area and the buyers actively looking can guide sellers on how to price and market their home for a sale.”
WHAT THE AGENTS SAY: SELLERS NEED TO BE REALISTIC
Verona Frankish, Chief Executive Officer at Yopa, says: “In the current market, it’s particularly important for sellers to be realistic when it comes to pricing, especially in more inflated regions such as the South East.
“It’s far better to adjust your expectations to current market conditions than hold out for a price you need in order to fund an onward purchase, as doing so is likely to leave your home sitting on the market for far longer than necessary.”
OVERSELL
Polly Ogden Duffy, Managing Director at John D Wood & Co, adds: “Sellers often worry about underselling, but in reality it’s far easier to oversell a property than undersell it.
“If a home is priced too high, buyers will simply move on – and more often than not, it will end up needing a reduction later.”
FIRST IMPRESSIONS MATTER
Mark Manning, Managing Director at Northern Estate Agencies Group, part of LRG, says: “If viewings aren’t converting, don’t ignore the signals.
“Act on feedback early, think carefully about how your property is presented both online and at the kerb – first impressions really do still matter – and be prepared to adapt your strategy if your initial approach hasn’t landed.
“The sellers who struggle are almost always the ones who simply wait and hope something changes.”
UNIQUE SELLING POINTS
And Adam Day, Head of eXp UK and Europe, adds: “On the ground, the market can be moving at very different speeds from one street, town or postcode to the next.
“This is why working with an experienced local agent is so important.
“They will not only help you price your property appropriately based on genuine local demand, but also identify the unique selling points of your home that are most likely to resonate with buyers in your area.”
