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Homeowners continue to reduce asking prices in effort to sell

10th February 2011

  • Average asking price reduction climbs 16.3% over last 3 months to £18,475
  • 37.4% of all properties on market today have been reduced at least once
  • Average discount to original price now at 6.9%, up from 6.1% 3 months ago

New research out today from leading property website Zoopla.co.uk reveals that both the total number of ‘price-reduced’ properties on the market in the UK and the average amount by which they have been reduced have climbed over the past 3 months.

According to the research, 37.4% of all properties listed for sale today have experienced at least one price reduction since coming to the market (up from 36.4% in November) and the average discount now stands at £18,475 or 6.9% off the original asking price (up from £15,879 or 6.1% in November). Zoopla.co.uk offers a unique feature on its website allowing users to sort search results by those that have been most reduced in price.

The figures provide a clear indication of sellers becoming more realistic in terms of their expectations and will be a welcome sign to buyers as the gap narrows between asking prices and what buyers are willing to pay. This is most evident at the top end of the market, for properties listed for sale over £1m, where the average discount has climbed to 10% off the original asking price, up from 8% in November.

Birmingham tops the list of areas with the highest proportion of properties that have been reduced in price, with almost half (48.4%) of all properties on the market for sale today having been discounted at least once from the original asking price. Swindon (46.8%), Norwich (46.6%), Coventry (46.4%) and Bournemouth (44.1%) round out the top five areas which currently have the highest proportion of price reduced properties in the market. In terms of areas with the highest average discount to the original asking price, Bolton top the list with an average discount of 8%, followed closely by Newcastle (8%), Rotherham (7.9%), Liverpool (7.9%) and Maidstone (7.9%).

At the other end of the scale, Chorley (24.1%) leads the places with the lowest proportion of price reduced homes and Chelmsford (5.3%) comes out on top as the place with the lowest average discount to the original asking price in Britain.

Nicholas Leeming of Zoopla.co.uk, commented: "As a result of weaker than expected demand in the last half of last year, sellers have progressively reduced asking prices to more realistic levels in order to achieve sales. The traditional influx of new properties on the market at the start of the year has created even more intense competition amongst sellers. Even the resilient £1m+ market is showing signs that it is not immune from the general economic pressures as reductions have jumped at that end of the market. The unique tool on our website that lets users sort results by those most-reduced in price is proving a real hit amongst property bargain-hunters.”

A list of 50 key British cities/towns with property price reductions

Top 10 Areas with Most House Price Reductions

Rank Area % of Homes on
Market Reduced
Avg. Price
Reduction (%)
Avg. Price
Reduction (£)
1 Birmingham 48.4% -7.1% -£11,547
2 Swindon 46.8% -6.6% -£13,330
3 Norwich 46.6% -6.7% -£15,198
4 Coventry 46.4% -7.6% -£11,825
5 Bournemouth 44.1% -6.8% -£17,425
6 Doncaster 44.0% -7.0% -£12,318
7 Wolverhampton 44.0% -6.5% -£9,366
8 Chesterfield 43.6% -6.3% -£8,927
9 Derby 42.7% -6.9% -£11,726
10 Poole 42.7% -6.6% -£26,498

Source: Zoopla.co.uk

Top 10 Areas with Highest Average Asking Price Reductions

Rank Location Avg. Price
Reduction (%)
Avg. Price
Reduction (£)
% of Homes on
Market Reduced
1 Bolton -8.0% -£11,287 38.6%
2 Newcastle -8.0% -£17,641 30.5%
3 Rotherham -7.9% -£10,457 39.8%
4 Liverpool -7.9% -£12,936 35.5%
5 Maidstone -7.8% -£18,116 42.0%
6 Ashford -7.7% -£18,104 39.2%
7 Warrington -7.7% -£15,086 38.5%
8 Glasgow -7.6% -£10,340 40.4%
9 Coventry -7.5% -£11,825 46.4%
10 Manchester -7.5% -£11,937 32.8%

Source: Zoopla.co.uk

Top 10 Areas with Least House Price Reductions

Rank Location % of Homes on
Market Reduced
Avg. Price
Reduction (%)
Avg. Price
Reduction (£)
1 Chorley 24.1% -6.7% -£15,028
2 Newcastle 30.5% -8.0% -£17,641
3 York 31.5% -6.1% -£21,422
4 London 31.8% -6.6% -£45,664
5 Hull 32.5% -7.1% -£8,230
6 Manchester 32.8% -7.5% -£11,937
7 Stoke-on-Trent 33.2% -6.1% -£8,261
8 Wakefield 33.4% -6.4% -£12,809
9 Wigan 33.6% -6.7% -£8,853
10 Cardiff 34.1% -5.8% -£16,674

Source: Zoopla.co.uk

Top 10 Areas with Lowest Average Asking Price Reductions

Rank Location Avg. Price
Reduction (%)
Avg. Price
Reduction (£)
% of Homes on
Market Reduced
1 Chelmsford -5.3% -£15,779 34.2%
2 Luton -5.7% -£11,238 40.7%
3 Cardiff -5.8% -£16,674 34.1%
4 York -6.1% -£21,422 31.5%
5 Stoke-on-Trent -6.1% -£8,261 33.2%
6 Northampton -6.1% -£11,377 41.7%
7 Leeds -6.3% -£12,074 35.6%
8 Chesterfield -6.3% -£8,927 43.6%
9 Wirral -6.3% -£11,600 42.1%
10 Brighton -6.3% -£21,716 38.1%

Source: Zoopla.co.uk

- Ends -

For further information, please contact Tim Vooght at pr@zoopla.co.uk or on 020 3872 5615.

Notes to editors

Zoopla is the UK's most comprehensive property website, focused on empowering users with the resources they need to make better-informed property decisions. We help consumers both find their next home and research the market by combining hundreds of thousands of property listings with market data, local information and community tools.

At Zoopla we are fans of transparency and everything we do is aimed at making the market more efficient for both property consumers and advertisers alike. Zoopla has rapidly become the UK’s leading online destination for property consumers to search for homes and do their market research and the favoured online marketing partner for UK estate agents, letting agents and property developers.

Launched in 2008, Zoopla has since been one of the fastest growing websites in the UK, now attracting over 40 million visits per month and we are proud to have collected numerous awards and accolades along the way, including being named one of the Top 10 UK Tech Companies (Guardian) and one of the Top 10 Most Innovative UK Companies (Smarta).

Zoopla is part of Zoopla Limited which was founded in 2007.

Zoopla Limited, The Cooperage, 5 Copper Row, London, SE1 2LH
Registered in England and Wales with Company No. 09005884
VAT Registration number: 191 2231 33
Data Protection number: Z9972266

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