Why It Takes an Expert to Get the Price Right, By Rob Hill, Founder of Greater London Properties
Recent data from TwentyEA paints a worrying picture: this summer, 62% of homes across England had to reduce their asking price. That’s nearly two-thirds of sellers who were told their home was worth more than buyers were actually prepared to pay. It’s not that the market is weak — in fact, demand remains solid, with over 72% of homes going ....
When it comes to selling your home, there’s one decision that sets the tone for the entire journey: the asking price.
It might seem tempting to choose the agent who suggests the highest figure. After all, who doesn’t want to believe their home is worth more? But here’s the reality — getting the price wrong at the start can cost you far more in the long run.
The Problem With Overpricing
It’s not that the market is weak — in fact, demand remains solid, with over 72% of homes going under offer during July and August. The issue is trust. When agents inflate values just to win instructions, sellers lose confidence, buyers lose patience, and the whole process slows down.
And the trend is getting worse. In the summer of 2024, 54% of homes needed a price cut. This year, it’s jumped to 62%. That’s not progress — that’s agents moving backwards.
Why Getting It Right Matters
An inflated price might win an agent the listing, but it rarely wins the seller the best result. What actually happens is:
Your property lingers on the market while buyers focus on better-priced alternatives.
Reductions follow, sometimes more than once, and that creates a stigma — buyers start wondering what’s “wrong” with the property.
Momentum is lost, and with it, negotiating power.
By contrast, when a property is priced correctly from day one, it attracts the right buyers, creates healthy competition, and often secures a stronger final sale price.
Experience Counts
At Greater London Properties, we don’t play games with valuations. We live and breathe the London market every day, and we know what buyers are paying right now — not what looks good on paper.
Our job isn’t to flatter; it’s to guide. We’d rather have an honest conversation upfront than set unrealistic expectations that lead to disappointment later.
Because the truth is simple: overpricing undermines trust, while realistic pricing builds it. And trust is the foundation of every successful sale.
Final Thoughts
Selling your home is a big milestone, and it deserves more than empty promises. It takes expertise, local knowledge, and the courage to be honest — even when that honesty isn’t the easiest message to deliver.
As sellers, you only get one chance to make a first impression on the market. Let’s make sure it’s the right one.
— Rob Hill, Founder, Greater London Properties