Stubborn UK homeowners are refusing to sell for realistic prices
Key Points
- UK homeowners who are looking to sell are listing at unrealistically high prices, leaving them stranded on the market for years.
- Almost half of all homes listed in the past three years failed to sell, mainly because they were priced too expensively.
- Under-35s are more likely to knowingly overprice their homes as they look to move up the property ladder and expand.
UK homeowners who are looking to sell are being hindered by their refusal to cut their asking price to a more realistic level.
According to the latest data from Zoopla, almost half of UK homes listed on the property market in the past three years failed to sell. The biggest factor that choked housing sales? Out-of-touch sellers asking for too much and refusing to drop their price.
34% of those whose house didn’t sell in the last three years admitted that their home was listed at a price that is too high, although they said they considered the price fair when they initially listed.
Of those who did manage to sell their house, 53% had to cut their initial asking price to find a buyer.
Of all the house sellers surveyed, 21% admitted that they set their asking price based on what they needed for their next home, not based on what the home they were selling was worth.
Younger sellers are more likely to knowingly try and overprice their home, with 20% of sellers under 35 admitting that they knowingly listed their home for more than it was worth. The main reason this age group is selling is to trade up to a larger home, while older sellers are more likely to be downsizing.
Zoopla’s analysis found that for every 5% a home is priced above the local market average, it cuts the odds of selling by around the same 5%.
The average home sold in the first quarter of 2026 was at 3.5%, or £18,800, below the asking price.
Property experts said that while overpricing your home might be a tempting move, especially if you need more for a larger home, buyers will just be more likely to move on and your house could be left sitting on the market for years.
“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,” said Zoopla executive director Richard Donnell.
“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.”
