Surveying giant’s research debunks popular property marketing myth
Property industry giant e.surv says its data crunching shows seasons shape activity but not prices, contrary to what many buyers believe.
A leading surveying firm has claimed that the common perception that there are times of the year when people can bag property bargains is ‘a myth’.
Property industry giant e.surv has made the claim in its new report on property pricing, which makes interesting reading for anyone buying or selling a home, and the estate agents involved.
The company’s research, which followed data revealing many buyers believe the myth’ chief Rob Owens (main picture) says that while seasonal patterns shape activity, they do not shape price.
HMLR data shows that 30% of home sales are completed between August and October each year, a swing of almost 40% in activity compared to the first three months of the year.
But HM Land Registry figures reveal that monthly average prices barely moved during this ‘high activity’ perdio: typically within plus or minus 2% of the annual average.
Perception
The report therefore claims that while the market “feels busier in spring and summer, buying in July versus November won’t materially change what you pay. The perception of seasonal bargains is a myth—driven by transaction spikes and headlines, not real price shifts”.
“The smartest strategy? Focus on affordability, negotiation, and readiness, not on chasing a “cheap month” that rarely exists,” it adds.
E.surv says its report was spurred on by a clear belief among many buyers that there is a ‘magic month’ to buy a home – for example during the ‘lulls’ in January and July/July – and that buying then can save them ‘thousands’.
Instead, the company says price is largely driven by supply and demand and affordability.
Owens adds: “I think part of the reason why many buyers believe that seasonality shapes prices is the annual research from the big portals about listings ‘splurges’ particularly after the Christmas/New Year holiday.
“But this conflates stock levels with price discounting, and this is the myth we’re trying to bust.
“But this conflates stock levels with price discounting, and this is the myth we’re trying to bust.
“I would say to buyers – don’t wait for a ‘cheaper month’ because holding off could mean losing your dream home to another buyer.
“From an agency perspective, it’s about getting the price right which helps drive interest and keeps the transaction on track.”
