Almost half of homes listed for sale in the UK over the past three years have failed to secure a buyer, according to analysis from Zoopla based on listings data and survey responses from more than 2,000 people who have attempted to sell during that period.
The data shows that 44% of listed homes remained unsold, with pricing emerging as a key factor in whether properties complete a sale. Among sellers who did not complete a transaction, 34% said the asking price was, in hindsight, too high, despite initially believing it was set at a fair level. Among those who did sell, 53% said they reduced their asking price at some stage during the process.
Separate Zoopla figures show that in Q1 2026, the average agreed sale price was 3.5% below asking price, equivalent to around £18,800.
The analysis also indicates a clear relationship between pricing and the likelihood of selling. Zoopla found that for every 5% a home is priced above the local market level for comparable properties, the probability of selling falls by around 5%. At 10% above market value, the likelihood of a sale falls by around 10%.
The findings come alongside evidence that many sellers set pricing strategies before fully understanding the value of their own property. More than six in ten sellers (61%) said they viewed other properties before obtaining a valuation, while 32% said they had 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 to afford their next purchase, rather than on market value. Zoopla said this approach is a common reason properties remain unsold.
The data also shows differences by age group. Just over half (52%) of sellers aged under 35 successfully sold their home, compared with 63% of those aged 65 and over.
Motivations for moving also vary. Among under-35s, the most common reason for selling is to purchase a larger home (44%), while among over-65s it is downsizing (34%). Zoopla noted that these differing motivations can influence pricing decisions, particularly where sellers are reliant on sale proceeds to fund their next purchase.
Among unsuccessful sellers under 35, 20% said they knowingly set an asking price above what they believed the market would support.
Zoopla said the findings underline the importance of pricing homes in line with local market conditions rather than financial requirements linked to the next move.
Richard Donnell, executive director at Zoopla, commented: “Almost half of homes listed never sell. That isn’t down to luck or the market, it comes down to a few decisions, starting with understanding what your home is actually 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 may be worth.
“Online tools are a great starting point for keeping track of what your home is worth. Over six million homeowners track their property value on Zoopla, which is free and updates with the local market each month. When it comes to actually selling, sellers need specifics — and that’s where speaking to several trusted local agents who know the area and the buyers actively looking can guide sellers on how to price and market their home for a sale.”
