One third of properties need price reductions: How to avoid joining them
January 2026 brought a strong start to the property market.
The average new seller asking price jumped 2.8% month-on-month to £368,031, the largest January increase on record and the biggest monthly rise for any month since June 2015. Buyer demand surged 57% in the two weeks after Christmas. New listings rose 81% in the same period, with the total number of homes available for sale reaching its highest level since 2014.
Alongside these positives, Rightmove’s data also noted that a third of all properties currently listed for sale had already reduced their original asking price. In a market with record listing activity and buyers enjoying their widest choice in over a decade, that figure reflects the importance of accurate pricing from the outset.
Why pricing accurately matters
Setting an asking price is one of the most consequential decisions in a property sale. A home carries both financial and personal significance, and it is entirely natural for sellers to have strong views on what it should achieve. The challenge is that buyer sentiment and local market data are the most reliable guide to what a property will realistically sell for at any given moment.
Properties priced in line with recent comparable sales tend to generate the strongest early interest. The first two to three weeks of a listing are typically its most active period. Buyers with alerts set up see new properties immediately, agents contact their registered applicants, and the listing appears prominently across portals. Accurate pricing ensures that initial energy converts into viewings and, ultimately, offers.
What the data shows about buyer behaviour
Rightmove’s January 2026 data is clear on this point: properties attracting the strongest interest were those priced in line with current market evidence. The average two-year fixed rate stood at 4.29% in January 2026, down from 5.03% a year earlier. That improvement in affordability followed the period of elevated rates that began in late 2022 when an emergency budget triggered a sharp and rapid rise in mortgage costs across the market. By January 2026, buyers were in a materially better financial position and actively looking for properties that reflected fair value.
When a property is priced above what comparable homes are achieving, buyers with options will typically view alternatives first. A listing that accumulates time on the market without an offer tends to attract more cautious enquiries thereafter, with buyers naturally factoring in that the property has been available for some time. Where a price reduction does follow, it tends to bring the figure closer to where an accurate opening price would have been, though often after a longer and more drawn-out process.
What accurate pricing looks like
A realistic asking price is one that reflects recent comparable sold prices in the immediate area, adjusted for the specific condition, size, and position of the property. Asking prices visible on portals are not the same as sold prices, and in a market where stock is at its highest since 2014, buyers have enough choice to make informed comparisons.
The most reliable way to arrive at the right figure is through a professional valuation from an agent actively selling in your area, supported by specific evidence from comparable sales in the past three months. That evidence-based approach gives you a price you can be confident in and that buyers will recognise as well-grounded.
A market that rewards preparation
The broader January 2026 picture is an encouraging one for sellers who prepare well. Buyer demand is strong, mortgage affordability is significantly improved from its recent peak, and the spring market offers a well-defined window of heightened activity. Sellers who enter that window with accurate pricing, strong presentation, and a clear understanding of current market conditions are well placed to achieve a positive outcome. The one-third figure in Rightmove’s data is not a reflection of a difficult market. It is a reminder that pricing strategy is the single most controllable factor in a successful sale.
Contact us for an honest, evidence-based valuation
This article was originally published by BriefYourMarket and is reproduced here with their permission.
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