Nearly half of homes listed for sale in the UK over the past three years have failed to secure a buyer, according to Zoopla analysis based on listing data and survey responses from more than 2,000 people who attempted to sell during that period.
The data showed that 44% of listed homes remained unsold, with pricing emerging as a major factor in whether properties completed sales or not. Of sellers who did not complete a transaction, 34% said the asking price was too high, despite believing the initial price was high. Of those who sold, 53% said they lowered their asking price at some stage during the process.
Separate data from Zoopla shows that in Q1 2026, the average agreed sale price was 3.5% below the asking price, equivalent to around £18,800.
The analysis also indicates a clear relationship between pricing and sales probability. Zoopla found that for every 5% a home’s price exceeds the local market level for comparable properties, the likelihood of a sale decreases by approximately 5%. At 10% above market value, the probability of sale decreases by about 10%.
The findings come with evidence that many sellers set pricing strategies before fully understanding the value of their assets. More than six in ten sellers (61%) said they looked at other properties before getting an appraisal, while 32% said they made an offer on another home before knowing the value of their current property.
Overall, 21% of sellers said they based their asking price on what they needed for their next purchase rather than market value. Zoopla said this approach is a common reason for properties not selling.
The data also shows differences by age group. More than half (52%) of sellers under the age of 35 successfully sold their home, while 63% of sellers aged 65 and older successfully sold their home.
The motivations to move forward also vary. Among those under 35, the most common reason for selling is to buy a bigger home (44%), while among those over 65 it is to downsize (34%). Zoopla notes that these different motivations can influence pricing decisions, especially where sellers are dependent on sales proceeds to fund their next purchase.
Of the unsuccessful sellers under 35, 20% said they deliberately set a price higher than they believed the market would support.
Zoopla said the findings underline the importance of pricing homes in line with local market conditions rather than the financial needs associated with the next move.
Zoopla’s Executive Director, Richard Donnell, commented: “Almost half of homes listed never sell. It’s not down to luck or the market, it’s down to a few decisions, starting with understanding what your home is really worth today. The average homeowner selling in 2025 had been in their home for nine years, meaning many owners are out of touch with what their home could be worth.
“Online tools are a great starting point for tracking what your home is worth. Over six million homeowners track the value of their property on Zoopla, which is free and updated every month with the local market. When it comes to actually selling, sellers need specifics – and that’s where talking to several trusted local agents who know the area and actively seeking buyers helps sellers find their home for sale. Can provide guidance on pricing and marketing.”