Almost half of UK homes listed in the past three years didn’t sell, with many homeowners failing to price them accurately, new research suggests.
A survey of 2,064 people by property portal Zoopla found 44% of homeowners listed their homes but couldn’t sell, of which a third (34%) said their property asking price was too high despite believing it was fairly valued beforehand.
Meanwhile, 53% of respondents who did sell in the last three years said they had to cut their asking price to attract a buyer.
Start your trial of MoneyWeek today
Get unparalleled financial insight, analysis and expert opinion you can profit from.
Start your trial
Sign up for MoneyWeek’s free twice-daily newsletter.
Join more than 165,000 subscribers and keep yourself informed with latest financial news, insights and expert analysis to help you understand what really matters when it comes to your finances.
Join more than 165,000 subscribers and keep yourself informed with latest financial news, insights and expert analysis to help you understand what really matters when it comes to your finances.
Separate data from Zoopla suggests the average home sold for 3.5% below asking price in the first three months of 2026 – equivalent to £18,800 less – as sellers repriced their homes to draw in offers.
Latest Videos FromMoneyWeek
Richard Donnell, executive director at Zoopla, said: “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.”
Have you experienced delays during the house-selling or house-buying process? Email editor@moneyweek.com to share your story.
Sellers feeling the property pressure
The survey by Zoopla found sellers are inaccurately valuing their homes because they’re rushing the process.
More than six in 10 (61%) of those who didn’t sell their homes in the last three years viewed other properties before getting a valuation of their own home, while nearly a third (32%) put in an offer on another home before knowing how much theirs was worth.
As a result, more than one in five (21%) said their asking price was influenced by what they needed for their next property rather than the true market value of their existing home.
Younger sellers keen to trade up were found to be more likely to try and test the market and get more for their home than it’s actually worth too.
Just over half (52%) of sellers under 35 managed to sell their home in the last three years, versus 63% of those aged 65 and over.
For under 35s, the main reason for selling was scaling up to a larger home (44%) while for sellers aged 65 and older the primary motivation was downsizing (34%).
This pressure to upsize among younger sellers showed in asking prices, with a fifth (20%) under 35 saying they had overpriced a property in the last three years.
We look at whether now is a good time to sell in another article.
How to price your home accurately to try and sell it quicker
Accurately valuing your home will ensure buyers are more likely to put in an offer rather than ignoring the property during their research.
A number of websites and property portals, such as Zoopla and Rightmove, have online valuation tools which are free to use.
Zoopla bases its estimates on data from HM Land Registry and Registers of Scotland, official survey records, live for sale and to rent property listings and Energy Performance Certificates (EPC).
Rightmove’s valuation tool also pools its estimates from HM Land Registry and Registers of Scotland data, as well as listings live on its website.
The Land Registry website tells you how much houses have sold for in your area.
Meanwhile, you could get a property valuation done by an estate agent who has knowledge of the local market, and many will do it for free.
When it comes to setting an asking price, it might be tempting to test the market with an inflated price, but this will likely delay the selling process.
Polly Ogden Duffy, managing director at estate agent John D Wood and Co., said: “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.”
Pay attention to buyer signals as well. If viewings aren’t converting to solid offers, it could be because you’ve overvalued your property, your listing features poor pictures or your home gives off a poor first impression.
Mark Manning, managing director of independent estate agent Northern Estate Agencies Group, said: “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.”
