Selling in a buyers’ market? Buyers have more choice and slightly more negotiating power this autumn. Across the UK, stock levels have risen, demand has softened, and price growth remains modest – a combination that makes realistic pricing and strong preparation more important than ever.
According to Rightmove’s latest House Price Index (October 2025), average asking prices are broadly flat year on year, edging just 0.1% lower than in October 2024. The Office for National Statistics (ONS) confirms that the pace of annual house price growth has slowed from early-year highs, sitting at 2.8% nationally.
The Royal Institution of Chartered Surveyors (RICS) reports that buyer demand and agreed sales remain subdued, with surveyors highlighting cautious sentiment ahead of the forthcoming November Budget.
The message is clear: today’s buyers are selective, but they are still buying. Well-presented, correctly priced homes are finding committed purchasers in established areas with strong schools and good transport.
West London lens
Across Chiswick, Hammersmith and Shepherd’s Bush, well-priced homes continue to draw viewings and progress to completion. Family houses and well-located flats remain resilient, though sellers now need to capture attention quickly and communicate value clearly.
The latest LonRes Q3 2025 Review shows stock levels across many London postcodes are significantly higher than last year, with new instructions up by around 20% year on year and total available stock nearly 19% higher than last autumn. Average achieved prices were 4–5% lower than in 2024, and the average discount from initial asking price widened to 10.8% — the largest since 2019.
That doesn’t mean prices are falling away – rather, it signals a return to realism. Motivated, well-advised sellers are achieving solid results, while those testing the upper limits of value are taking longer to find traction.
Mortgage rates have stabilised through autumn, with most lenders maintaining or making only small adjustments to fixed-rate products since the summer (source: Moneyfacts). Affordability remains the main driver behind negotiation, but confidence has improved as buyers adjust to today’s borrowing environment.
How to sell successfully in a buyers’ market
A slower market rewards strategy and precision. Homes that stand out on price, presentation and paperwork consistently outperform those that rely on timing or luck.
1. Price to the market from day one
Buyers are quick to spot value. Zoopla reports that homes launched at the right level sell twice as fast as those that later reduce. In a high-choice market, setting an achievable guide price gives you momentum from the start.
2. Win on presentation
A fresh, well-maintained home photographs beautifully and builds emotional connection. Think light repairs, paint touch-ups, a proper deep clean and careful styling. Quality photography and clear floor plans increase click-throughs, while attention to detail reduces renegotiation risk later. Read our blog on home staging tips to get more advice on how to present your home to potential buyers.
3. Create confidence with paperwork
With proposed government housing reforms indicating sellers will soon need to provide key documents upfront – including leasehold details, property condition and chain information – being proactive now can save weeks later. Buyers respond positively to transparency which can strengthen your negotiating position.
4. Be flexible on terms
If an offer needs fine-tuning, explore completion dates or inclusions before cutting the headline price. A cooperative approach helps progress sales that might otherwise stall.
5. Use smart pricing bands
Align your price with Rightmove’s search thresholds to ensure your home appears in the widest range of buyer alerts during launch week. The more screens you appear on, the better your chance of early viewings and firm offers.
The negotiating playbook
Expect considered offers. Set a clear walk-away point before you list. If a reduction becomes necessary, one decisive adjustment is better than a series of small cuts that can stale a listing.
LonRes data shows fall-through rates up by around 15% this year – a reminder that thorough preparation and buyer verification are crucial. Our team verifies funding early, manage communication through the chain and keep sales progressing smoothly.
The bigger picture
Market conditions this autumn are steady but sensitive. The Royal Institution of Chartered Surveyors (RICS) notes that sentiment is cautious, reflecting speculation around property taxation in the forthcoming 26 November Budget. A recent Reuters report also found that national business confidence has slipped to a three-year low as firms and households wait to see what changes may come.
Another defining feature of this market is the rise in cash and family-supported purchases. According to Hamptons’ 2025 Market Insight, around 40% of house buyers and 20% of flat buyers are purchasing without a mortgage. Among those buying with finance, around 70% receive financial assistance from family — the “Bank of Mum and Dad.” In practical terms, this means only one in five buyers are moving independently, underlining how affordability pressures continue to shape demand.
Our advice? Focus on what you can control. Economic noise comes and goes, but pricing accurately, presenting beautifully and progressing efficiently will always deliver results.
The West London property market remains largely resilient, with success achieved by sellers taking a pragmatic approach to current conditions. Ultimately the areas of W6, W12 and W4 remain among the most desirable places to live and locations many aspire to call home.
Why confidence matters when selling in a buyers’ market
Confidence is the deciding factor in a balanced market. When buyers sense organisation and realism, they respond. Sellers who take time to prepare, price carefully and act decisively continue to achieve excellent outcomes – even as others hesitate.
At Horton and Garton, our role is to guide clients through that process with clarity and calm. If you are selling in a buyers’ market, confidence is your greatest advantage. It’s built on preparation, presentation and pragmatic advice. Contact us today if you’d like to discuss your property-related plans.
