Over a third of failed sellers admit their asking price was too high, Zoopla research finds
Nearly half (44%) of UK homes listed on the property market over the past three years did not sell, according to analysis by property listing platform Zoopla.
The findings, drawn from a survey of more than 2,000 UK adults who listed their home during that period, point to pricing as the central issue. Among those who failed to sell, 34% acknowledged in hindsight that their asking price had been too high. Among those who did sell, 53% had reduced their asking price before finding a buyer.
Separate Zoopla data shows that the average home sold for 3.5% below its asking price in Q1 2026, equivalent to £18,800 below the original figure. Analysis of recent listings found that for every 5% a home is priced above the local market average for that size and type, the probability of selling falls by around 5%. A 10% premium above the average reduces the odds by approximately 10%.
The research also identified a sequencing problem. More than six in 10 sellers (61%) viewed other properties before obtaining a valuation of their own home, and nearly a third (32%) made an offer on another property before establishing what their current home was worth. As a result, 21% admitted they set their asking price based on what they required for their next purchase rather than the open market value of their existing property.
Just over half (52%) of sellers aged under 35 completed a sale, compared with 63% of those aged 65 and over. Among under-35s, the primary motivation for selling was trading up to a larger home (44%), while for sellers aged 65 and over, downsizing was the main driver (34%).
Among under-35 non-sellers, 20% acknowledged they had knowingly overpriced their home. Older sellers, who typically hold greater equity and face less financial pressure from their onward purchase, were more likely to price in line with the market.
"Almost half of homes listed never sell," said Richard Donnell (pictured right), executive director at Zoopla. "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.
"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."
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