Homes requiring repeated price reductions can take an additional 10 weeks to sell, highlighting the importance of agents getting asking prices right from the outset.
Research from We Buy Any Home, using data powered by property intelligence specialist Tytl, found 36.2% of completed sales in 2025 required at least one reduction from their original asking price.
That compares with 8.1% in 2023, according to its Property Markdown Index 2026, which analysed 887,882 completed sales across England and Wales between 2023 and 2025.
Properties reduced three or more times took up to an additional 10 weeks to sell.
PRICING PRESSURE
The research calculated an average £33,597 difference associated with getting the initial asking price wrong, based on its national median property value of £298,500.
Each additional reduction was associated with around £12,000 being knocked off the eventual sale price.
Separate Rightmove research has also highlighted the impact of initial pricing, finding earlier this year that properties requiring a reduction took an average 127 days to sell compared with 36 days for those that did not.
Elliot Castle (main picture, inset), Chief Executive Officer of We Buy Any Home, says: “The first three weeks on the market are crucial. That’s when a listing gets the most attention and buyers are ready to act.
“If you price too high you miss that window, and every reduction after that tells buyers there’s room to haggle.”
REGIONAL DIVIDE
Wales recorded the largest average gap between initial asking and final sale prices in the We Buy Any Home analysis at 5.2%, with properties taking an average 194 days to sell.
In London, 39% of properties were reduced during 2025, with an average 5% gap between the original asking price and eventual sale price.
