4 in 10 Buyers Negotiating House Prices

New research from the HomeOwners Alliance shows that four in ten (39%) UK homeowners negotiated a deal on their house purchase. So sellers who pitch too high risk losing serious offers.

Today’s housing market is finely balanced between negotiation and paying the asking price – and getting the sale price right from the outset is crucial for a successful sale.

The findings show that among current UK homeowners:

• 39% negotiated and bought below asking price
  
  • The most common reduction was up to 5% off with 20% of current homeowners negotiating this level of discount
    
  • 14% secured a 5–10% discount off their home
    
  • Only 6% managed more than 10% off their purchase
    
• 39% paid the full asking price to secure their home and 10% paid above asking price after competition, often through best-and-final offers. 2% of these offers went to sealed bids.
  
• First-time buyers were less likely to negotiate, with only 35% paying below asking price compared with 42% of previous homeowners (more experienced homeowners who have been through the home buying process at least once before).

These findings align with recent Zoopla data, which shows that homes requiring a price reduction take 2.4 times longer to sell than those priced correctly from the start. In today’s competitive market, an overpriced home not only puts off potential buyers but can also lead to weeks or even months of delay before achieving a sale.

Commenting on the results, Paula Higgins, CEO of the HomeOwners Alliance, says:

“For sellers, setting the right asking price is key to attracting serious buyers quickly and avoiding painful price cuts later. Be guided by local sale prices, market trends and how fast you need to move. While it’s tempting to start high and ‘see what happens’, homes priced realistically from the start sell faster and more successfully.

Before you even invite estate agents round, use our free online valuation tool. It draws on the latest Land Registry data to give you a high, low and average estimate — so you can go into those agent conversations fully informed.”

Free Instant Valuation

Find out how much your house is worth with our online tool.

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Methodology: 

Research conducted by Opinium on behalf of HomeOwners Alliance surveying a nationally representative sample of 2,000 UK adults aged 18+ between 1–5 April 2025 including 1,269 homeowners.

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