Almost half of UK homes listed for sale in the past three years failed to sell, new research from Zoopla shows, with unrealistic asking prices identified as the biggest reason.

The property portal found that 44% of homes listed during the period did not sell. Among sellers whose homes failed to sell, 34% admitted they had initially priced too high, despite believing the figure was fair at the time.

Zoopla’s analysis found that every 5% a property is priced above the local market average for its type and size cuts the chances of selling by around 5%. Pricing 10% above the market average reduces the odds by around 10%.

Price reductions

The research, based on a survey of more than 2,000 sellers, also found that 53% of homeowners who did achieve a sale had to reduce their asking price to secure a buyer.

Overall, homes sold for an average 3.5% below asking price in the first quarter of 2026, equivalent to £18,800 less than the original listing price.

More than one in five sellers – at 21% – admitted they priced their home according to what they needed to buy their next property rather than what buyers were willing to pay.

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.”

Zoopla found younger sellers trying to trade up were more likely to overprice, with only 52% of under-35s successfully selling their home compared with 63% of over-65s, who were more likely to be downsizing and releasing equity.

Richard Donnell (main picture), Executive Director at Zoopla, said: “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.”

When Zoopla asked four estate agency figures what successful sellers have in common, they said:

Verona Frankish, CEO of Yopa – Be realistic on price: “In the current market, 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 in order to fund an onward purchase, as doing so is likely to leave your home sitting on the market for far longer than necessary.”

Polly Ogden Duffy, MD, John D Wood & Co – Don’t ‘test the market’ with an inflated asking price: “Sellers often worry about underselling, but in reality it’s far easier to oversell a property than undersell it. If a home is priced too high, buyers will simply move on – and more often than not, it will end up needing a reduction later.”

Mark Manning, MD, Northern Estate Agencies Group, part of LRG – Act on the signals early: “If viewings aren’t converting, don’t ignore the signals. Act on feedback early, think carefully about how your property is presented both online and at the kerb – first impressions really do still matter – and be prepared to adapt your strategy if your initial approach hasn’t landed. The sellers who struggle are almost always the ones who simply wait and hope something changes.”

Adam Day, Head of eXp UK and Europe – Don’t underestimate the importance of local knowledge: “On the ground, 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 not only help you price your property appropriately based on genuine local demand, but also identify the unique selling points of your home that are most likely to resonate with buyers in your area.”