Political uncertainty adds to the many distractions for summer buyers

The average asking price of newly-listed homes for sale drops by 1.0% (-£3,832) this month to £372,359, substantially larger than the average July drop over the last ten years of 0.2%, as new sellers try to tempt summer buyers who are facing many distractions:

• Number of available homes for sale is 1% below this time last year, but still very close to a 12-year high for the time of year

• The World Cup and unusually hot summer have added to the traditional summer holiday season to distract home-movers • Market activity levels remain below this time last year, with this year’s mortgage rate increases as a result of the unexpected war in Iran contributing to challenging conditions in the first half of the year:

• The number of sales agreed in the first half of the year was 6% lower than the same period in 2025, however it was level with the first half of 2024, indicating that many buyers are still being tempted if the property and price meet their housing needs

• A competitive initial asking price is critical to a successful sale, rather than relying on a later price reduction. Rightmove analysis of all homes sold so far in 2026 shows that nearly three-quarters sold without needing price reduction

• Many of the fundamentals underpinning the market remain sound, with lenders competing strongly to lend, wages still rising faster than house prices which is helping affordability, and unemployment remaining low

• Political change is adding further uncertainty to the market and adding to summer buyer distractions. The new Prime Minister has a chance to press the reset button on priorities, and Rightmove is urging that housing should be high on the list.

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Summer Housing Market Update: Why Pricing Your Property Correctly Matters More Than Ever

The property market continues to show signs of resilience, but sellers are facing a more competitive environment as buyers have more choice and are taking longer to make decisions.

The latest market data shows that average asking prices have adjusted as sellers compete more strongly to attract buyers. With increased choice available, getting the price right from the beginning has become one of the most important factors in achieving a successful sale.

At I Am The Agent, we understand that selling your property is not just about putting it online it is about positioning it correctly, attracting the right buyers, and creating the best opportunity to secure a successful sale.

Buyers Have More Choice: First Impressions Matter

There are still plenty of active buyers looking for their next home, but they are becoming increasingly selective. With more properties available on the market, buyers are comparing homes carefully and will often overlook properties that appear overpriced.

Our advice to sellers is simple: your launch price matters.

A property that enters the market at a realistic and competitive price is far more likely to generate interest, viewings, and offers than one that starts too high and requires reductions later.

Many successful sales happen because sellers take a realistic approach from day one, ensuring their property stands out against the competition.

Why Overpricing Can Cost You Time

Testing the market with an ambitious asking price can sometimes seem tempting, but it can lead to:

• Fewer enquiries from serious buyers
• Longer time on the market
• Reduced buyer confidence
• The need for future price reductions

Today's buyers have access to more information than ever before. They understand local values, compare similar properties, and are often quick to recognise when a property is not competitively priced.

A strong first impression gives you the best chance of attracting motivated buyers.

The Market Is Still Moving

While conditions are more challenging than in previous years, there are still many positive signs.

Buyers are active when they find the right property at the right price. Mortgage lenders remain competitive, affordability is gradually improving as wages continue to rise, and motivated buyers are still looking for homes.

The key is understanding the market and adapting your selling strategy accordingly.

How I Am The Agent Can Help You Sell Successfully

At I Am The Agent, we give sellers the tools, support, and market insight they need to successfully sell their property.

Our approach combines:

Professional property marketing
Exposure across leading property portals
Expert guidance on pricing and presentation
Flexible packages designed around your needs
Support from our experienced property team throughout your sale

Selling successfully in today's market is about making informed decisions, not simply putting a property online and waiting.

Thinking of Selling? Get Your Property Ready for the Market

If you are considering selling your property, now is the time to make sure you have the right strategy in place.

A correctly priced and well-presented property will always attract the strongest buyer interest.

Speak to I Am The Agent today and let us help you achieve the best possible outcome for your property sale.

Ready to get started? Contact I Am The Agent today and take the first step towards selling your property with confidence.