An increase in the number of homes coming to market is creating fresh revenue opportunities for commission-earning estate agents.
Zoopla’s latest UK House Price Index reveals that a growing number of homes for sale is giving buyers more choice and reshaping market conditions, while giving agents greater scope to win instructions and generate fee income in an active sales environment.
The total number of homes for sale is 6% higher than last year, with estate agents marketing the largest number of properties seen in eight years. This increase in supply is easing competition between buyers and placing greater emphasis on realistic pricing.
The property portal says buyers are returning to the market at the start of 2026 as confidence improves, mortgage rates fall, and choice increases.
Activity levels are now broadly in line with early 2024, but remain below last year’s unusually strong start, when buyers rushed to complete purchases ahead of stamp duty changes.
However, market conditions unsurprisingly vary across the country. See table below.
Four weeks to 20 January 2026 vs same period in 2025:
Richard Donnell, executive director at Zoopla, said: “After a weak end to 2025, home buyer confidence is returning as mortgage rates ease and those who delayed decisions last year return to the market. The first few weeks have seen buyer demand fall short of the very strong start to 2025 when buyers were rushing to beat the stamp duty deadline.
“Market conditions vary across the country and are defined by the level of choice for home buyers. There are more homes for sale and more choice is welcome news for buyers, but sellers need to adapt to a more competitive market where pricing and presentation really matter for serious sellers looking to move in 2026.”