Why Realistic Pricing Matters More Than Ever
The latest TwentyCi Property & Homemover Report for Q3 2026 points to a housing market where homes are still coming up for sale, but buyers are taking more time and making careful choices.
For sellers across Pinner, Eastcote, Harrow and the surrounding areas, the message is clear: strong marketing matters, but setting a realistic price from the outset is just as important.
More choice for buyers, fewer sales agreed
Across the UK, new property listings rose by 1.9% year to date compared with the same period in 2025. At the same time, the number of properties reaching sale agreed fell by 5.7%. In Q3 alone, sales agreed were down 6% year on year.
That means buyers have more properties to choose from and may be less inclined to make an offer on a home they feel is overpriced. Sellers need to consider how their property compares with similar homes currently available, as well as those that have recently sold.
Price reductions are increasingly common
The report found that 38.5% of concluded listings had at least one price reduction during 2026. Although initial asking prices were 1.2% lower than a year earlier, reductions continued to rise.
This underlines how important it is to agree a sound pricing strategy before a property launches. An asking price should attract the right buyers and encourage viewings, while leaving room for a sensible negotiation. If the price is set too high, a property can miss its best opportunity to capture attention when it first appears on the market.
A planned review date can help sellers and their agent assess the response objectively. Enquiries, online interest, viewings and buyer feedback all provide useful evidence about whether the price is working.
Selling takes time, and the move takes longer
The average time from listing to sale agreed remained at 75 days. After an offer is accepted, the average time from sale agreed to exchange was 127 days—more than four months.
For sellers, this is a reminder to plan for a longer process and keep communication moving between all parties. A sale agreed is a positive step, but buyers and sellers should be prepared for searches, surveys, mortgage arrangements and legal work to take time.
The report also found that fall-throughs had reduced compared with 2025. Even so, 22.9% of concluded listings had experienced at least one fall-through, so it remains important to understand a buyer’s position and keep the chain under regular review.
Flats face additional challenges
The report highlights a widening gap between the performance of flats and houses. Nationally, around 41% of flats listed in Q3 2026 were likely to sell. Flats were also taking longer to sell and were more likely to need a price reduction.
Buyers may be weighing factors such as lease length, service charges, building safety information and the overall cost of ownership. For flat owners considering a sale, having key documents ready and pricing carefully can help reduce uncertainty for potential buyers.
What about the lettings market?
The rental market is also changing. New rental supply rose by 12.1% year on year, while the average agreed rent increased by only £9 per month to £1,488.
More choice may mean renters have greater scope to compare properties, while landlords may need to pay close attention to presentation, condition and asking rent when bringing a property to market.
A local strategy makes the difference
The TwentyCi report provides a useful national and regional view, but every property and neighbourhood is different. Local competition, condition, presentation and buyer demand all affect the result.
At Andrew Pearce, we use current market evidence alongside our knowledge of Pinner, Eastcote, Harrow and nearby areas to help sellers make informed decisions. If you are thinking of moving, speak to our team for an up-to-date appraisal and a clear marketing plan tailored to your property.
Figures and market commentary are drawn from the TwentyCi Property & Homemover Report, Q3 2026. National and regional statistics provide context; they are not a valuation of an individual property.
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