Almost half of UK homes listed for sale in the past 3 years failed to find a buyer.
But it’s not down to bad luck or the state of the market. Sales numbers are actually rising, up 1% against this time last year.
So what makes the difference between selling and sitting?
4 estate agents reveal the secrets of successful sellers in 2026.
1. They’re realistic on price
A pricing problem is why 44% of homes have failed to sell in the last 3 years.
Successful sellers avoid overpricing. They know buyers are more likely to scroll past, or negotiate the price down if things get that far.
Realism is essential, as Verona Frankish, CEO of Yopa, explains:
“It’s particularly important for sellers to be realistic when it comes to pricing, especially in more inflated regions, such as the South East.
“It’s far better to adjust your expectations to current market conditions than hold out for a price you need to fund an onward purchase. Doing so is likely to leave your home sitting on the market for far longer than necessary.”
Find out what your home is worth to get an idea of your current market value.
The next step is to get a tailored valuation from a local estate agent. They’ll advise a price that’s informed by the current market and will encourage buyers to enquire, view and make an offer.
2. They resist testing the market
Successful sellers know the dangers of testing the market with an overestimated price. Pricing too high is a false economy and, in practice, buyers just move on.
Our data shows that sellers accepted £18,000 below their original advertised price on average in the first 3 months of 2026.
“Sellers often worry about underselling but, in reality, it’s far easier to oversell a property than undersell it,” says Polly Ogden Duffy, MD, John D Wood & Co.
“If a home is priced too high, buyers will simply move on. More often than not, an overpriced home will end up needing a reduction later.”
3. They use feedback to improve success
Sellers who use feedback to tweak their property’s price, marketing or presentation improve their chances of finding a buyer.
Feedback isn’t always easy to hear. What do you mean you don’t love my terracotta limewash walls that took 3 coats?
But you shouldn’t ignore comments from prospective buyers.
“If viewings aren’t converting into offers, don’t ignore the signals,” says Mark Manning, MD at Northern Estate Agencies Group (part of LRG).
“Sellers must act on feedback early. Sellers who struggle are almost always the ones who wait and hope something changes.
“Think carefully about how your property is presented both online and at the kerb – first impressions really do matter. Be prepared to adapt your strategy if your initial approach hasn’t generated interest.”
4. They know that today’s market is the only one that matters
Nosing on what the house down the road sold for in 2022 is useful context (and quite fun), but it won't sell your home in 2026.
Today’s successful sellers do not base their expectations on what a neighbour’s home sold for. Nor are they influenced by past property values.
They price for today’s market, taking into account street-level buyer demand and the condition of their property.
Adam Day, Head of eXp UK and Europe, says local knowledge is far more important than nationwide trends.
“The market can be moving at very different speeds from one street, town or postcode to the next. This is why working with an experienced local agent is so important.
“They will help price your property appropriately, based on genuine local demand. They'll also identify the unique selling points of your home - the one most likely to resonate with buyers in your area.”
Prepare for success long before you list
We have all the tools you need to get ready for a move, whether you're already planning or it's way off in the future.
Get an instant valuation to know what your home is worth today
Track your home to see how its value changes each month
See sold house prices right down to your street
Find estate agents who are actively selling in your area
And check out our guide to what matters when choosing a good estate agent to select the best agent for your home.
