Sam was recently featured in the Daily Mail discussing why some properties across the UK are struggling to sell.
While many homeowners believe a strong market means they can achieve any price they like, today’s buyers are more informed than ever. Mortgage affordability remains under pressure, interest rates are higher than many became accustomed to during the pandemic, and buyers are carefully comparing properties before making offers.
As a mortgage broker speaking to buyers every day, I’m seeing first-hand how unrealistic pricing can delay a sale and ultimately cost sellers money.
Why Some Homes Aren’t Selling
Many sellers look at:
- What their neighbour achieved two years ago
- What they need to buy their next property
- What an estate agent has suggested to win the instruction
Unfortunately, buyers don’t care about any of those things.
They care about:
- Monthly mortgage payments
- Comparable sales
- Value for money
- Future resale potential
If a property is priced significantly above similar homes nearby, buyers often won’t even arrange a viewing.
The Mortgage Affordability Challenge
One of the biggest factors affecting the market is affordability.
A £25,000 increase in property value might sound small, but it can significantly increase:
- Deposit requirements
- Mortgage payments
- Stamp duty costs
For many buyers, affordability calculations are already stretched.
A property that’s just 5-10% overpriced can move from being affordable to completely out of reach.
Why Buyers Have More Information Than Ever
Today’s buyers can instantly access:
- Sold prices
- Market trends
- Mortgage calculators
- Property comparison tools
This means they’re far less likely to overpay than previous generations.
In areas such as Wilmslow and other premium markets, buyers are particularly knowledgeable and often wait for realistic pricing before making an offer.
The Hidden Cost of Overpricing
Many sellers believe:
“Let’s put it on high and see what happens.”
The problem is that the longer a property sits on the market, the more questions buyers begin asking:
- What’s wrong with it?
- Why hasn’t it sold?
- Will the seller accept less?
After months of inactivity, many sellers eventually reduce the price anyway.
Often they end up achieving less than they would have if the property had been correctly priced from day one.
My Advice to Buyers
If you’re looking to buy in 2026:
1. Get Mortgage Ready First
Knowing exactly how much you can borrow puts you in a stronger negotiating position.
2. Compare Recent Sales
Focus on sold prices rather than asking prices.
3. Don’t Be Afraid To Negotiate
If a property has been listed for several months, there may be room for discussion.
4. Speak To A Mortgage Broker Early
Understanding your options before you start viewing properties can save significant time and frustration.
Need Mortgage Advice?
At UK Mortgage Centre, we help buyers across the UK secure residential, buy-to-let and specialist mortgages.
Whether you’re buying your first home, moving house or investing in property, our advisers can help you understand your borrowing options and budget before you start your search.
