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The average discount on property asking prices is £23,860

27th December 2016

  • A third (33.43 per cent) of properties currently on the market have been discounted
  • Stockton-on-Tees, County Durham, has the largest share of reduced price properties (47.19 per cent)
  • Seven of the top 10 towns with the largest property discounts are in the North of England
  • Discounted properties in London have been marked down by an average of 7.61 per cent
  • The average reduction in property asking prices stands at £23,860, according to the latest figures from property website Zoopla. Currently, a third (33.43 per cent) of properties on the market have been marked down in price, with an average reduction of 7.76 per cent.

    Regionally, excluding London, eight of the top 10 areas* with the largest share of reduced properties are in the North of England, with almost half of all properties listed in Stockton-on-Tees (47.19 per cent), Penrith (46.01 per cent) and Middlesbrough (44.96 per cent) carrying discounted asking prices. Bognor Regis is the southernmost town to feature in the top 10 with 43.51 per cent of listings in the town for sale at a reduced price.

    The North of England is also home to the biggest discounts, as eight of the top 10 towns with the largest asking price reductions are located in the region. Lancashire’s Blackburn has the highest asking price reductions, with properties in the town marked down by 7.72 per cent. Pontefract and Haverfordwest in Wales come in joint fifth place, with reductions of 7.43 per cent, and the Isle of Man (7.40 per cent) and Walsall in the Midlands (7.39 per cent), complete the top 10.

    In London, 33.29 per cent of properties for sale have had their asking price reduced, with an average discount of £58,498 (7.61 per cent). The borough of Richmond upon Thames has the greatest proportion of reduced price listings (39.75 per cent) and the biggest price decreases can be found in the London boroughs of Kensington and Chelsea (7.97 per cent) and Westminster (7.42 per cent).

    At the other end of the table, asking prices in Northampton, Aylesbury and New Milton have been reduced the least, with discounts of 4.58, 4.60 and 4.65 per cent respectively. The most resilient London borough with the lowest proportion of reduced price properties is Newham, with only 23.44 per cent of listings for sale at a discounted rate. This is closely followed by Tower Hamlets (24.69 per cent) and Barking and Dagenham (25.24 per cent).

    Lawrence Hall, spokesperson for Zoopla comments: “There has been a lot of speculation over how the property market would perform in the face of the political and economic events that have made 2016 a milestone year. However, the proportion of reduced properties, and their average discount, have remained relatively consistent over the past 12 months. This is a reassuring sign that the market remains seemingly resilient, whilst also offering those looking to get onto the property ladder in 2017 a chance to find a bit of a bargain.”

    Top 10 areas of highest proportion of asking price reductions

    Rank Town Reduced properties on the market (%) Average price reduction (%) Average price reduction (£)
    1 Stockton-on-Tees 47.19% 7.08% £11,092
    2 Penrith 46.01% 6.44% £16,357
    3 Middlesbrough 44.96% 6.68% £9,937
    4 Wrexham 44.16% 6.22% £13,025
    5 Bognor Regis 43.51% 5.28% £14,453
    6 Darlington 42.76% 7.58% £12,092
    7 St. Helens 42.52% 7.24% £8,643
    8 Huddersfield 42.25% 6.25% £12,451
    9 Bishop Auckland 41.93% 7.32% £13,148
    10 South Shields 41.38% 7.67% £9,201
    Source: Zoopla, November 2016

    Top 10 areas with largest asking price reductions

    Rank Town Average price reduction (£) Reduced properties on the market (%) Average price reduction (%)
    1 Blackburn £10,347 38.10% 7.72%
    2 South Shields £9,201 41.38% 7.67%
    3 Darlington £12,092 42.76% 7.58%
    4 Halifax £13,187 39.94% 7.52%
    5 Pontefract £14,435 39.00% 7.43%
    6 Haverfordwest £20,393 38.76% 7.43%
    7 Hartlepool £13,322 37.18% 7.42%
    8 Sunderland £10,379 27.36% 7.42%
    9 Isle of Man £33,225 27.80% 7.40%
    10 Walsall £14,285 40.62% 7.39%
    Source: Zoopla, November 2016

    Top 10 London boroughs with highest proportion of asking price reductions

    Rank Borough Reduced properties on the market (%) Average price reduction (%) Average price reduction (£)
    1 Richmond upon Thames 39.75% 6.44% £54,378
    2 Hillingdon 38.82% 5.23% £34,874
    3 Hounslow 38.10% 6.03% £50,095
    4 Kingston upon Thames 37.97% 6.13% £57,418
    5 Merton 37.89% 6.04% £45,991
    6 Croydon 36.82% 5.79% £29,050
    7 Harrow 36.73% 5.32% £31,461
    8 Hammersmith and Fulham 36.41% 6.92% £76,130
    9 Bromley 36.26% 5.42% £38,164
    10 Ealing 35.93% 5.83% £46,365
    Source: Zoopla, November 2016

    Top 10 London boroughs with largest asking price reductions

    Rank Borough Average price reduction (£) Reduced properties on the market (%) Average price reduction (%)
    1 Kensington and Chelsea £149,153 35.11% 7.97%
    2 Westminster £133,303 32.58% 7.42%
    3 Hammersmith and Fulham £76,130 36.41% 6.92%
    4 Wandsworth £78,169 33.31% 6.57%
    5 Camden £84,817 33.32% 6.54%
    6 Lambeth £60,923 31.54% 6.50%
    7 Waltham Forest £35,185 32.14% 6.49%
    8 Richmond upon Thames £54,378 39.75% 6.44%
    9 Newham £28,849 23.44% 6.18%
    10 Barnet £69,098 33.26% 6.17%
    Source: Zoopla, November 2016

    - 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
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