Sellers returning to the market in 2026 are cutting their asking prices to attract buyers, with London properties seeing the steepest reductions, according to analysis from Property DriveBuy.
Across England, relisting homes are priced on average £5,322 lower than comparable properties in the same area.
In London, the average discount jumps to £27,192, while the North East and South West see smaller reductions of £3,781 and £3,319 respectively.
The South East has the highest share of relisted properties, accounting for 25% of England’s total, followed by the East of England (14%) and the South West (13%).
IMPROVED MARKET CONDITIONS
Many sellers are returning after failing to secure a buyer in 2025, taking advantage of improved market conditions following the end of Autumn Budget uncertainty, a December interest rate cut and the post-Christmas surge in activity.
Common reasons for relisting include fall-throughs, broken chains, mortgage issues or survey results, but Property DriveBuy says many sellers simply re-enter at a lower price to reignite interest after a slow initial campaign.
RE-ENERGISED LISTINGS
Steve Foreman (main picture, inset), Founder and CEO of Property DriveBuy, says: “It’s not unusual for sellers to step away from the market and come back at a later point.
“In some cases a sale may have fallen through, while in others personal circumstances may have forced a pause. But more often than not, sellers simply didn’t see the level of interest they were expecting the first time around.
“After sitting on the market for months with little movement, many relist at a lower asking price to try and re-energise their listing, or take a break altogether and return later at a reduced level in the hope of finally securing a buyer.”
MARKETING MATTERS
And he adds: “While 2025 was a quieter year overall, we’re already seeing momentum return in 2026, and with that a wave of sellers who were unsuccessful last year looking to move again.
“For those sellers, marketing really matters. It’s no longer enough to just list a property and wait. Good photography, clear floorplans and strong, informative listings all play a big role in driving interest.
“Zoopla and Rightmove are no longer the only route to market.”
“Equally important is making sure the property is actually being seen by the right buyers. The major portals like Zoopla and Rightmove remain important, but they’re no longer the only route to market. New technology is starting to change how buyers find homes, and Property DriveBuy is a good example of that.
“Our geolocation search app lets buyers see what’s for sale around them in real time, or along a walking or driving route. It’s a far more natural way to search and helps surface homes that traditional postcode-based searches can easily miss.”
