More than a third of homes at the sold-subject-to-contract stage in a new GetAgent study had previously seen an asking-price reduction, Property Industry Eye reported on 3 November 2026.
The analysis covered an estimated 67,554 properties across 21 major British cities. It identified previous reductions on 23,248 homes, or 34.4% of the sample. The share varied substantially: Bournemouth was reported at 51.5%, London at 41.4% and Nottingham at 40.5%, compared with 7.2% in Glasgow and 11.8% in Edinburgh.
These figures describe asking-price histories for homes with an agreed sale, rather than final completed prices. They do not measure the size of each reduction or establish that the change caused an offer. Nor do they prove that individual agents deliberately recommended unrealistic prices.
Start with the right comparison
For a seller, the useful response is to ask how the proposed price relates to genuinely comparable local homes. A city-wide percentage cannot value a particular street, property type or condition. Ask an agent to explain the evidence behind the recommendation and which differences between properties have been taken into account.
It is also worth distinguishing an advertised asking price from a completed sale price when reviewing examples. Ask which type of evidence is being shown and how recent it is. A clear explanation is more useful than choosing the highest number without understanding its basis.
Agree how to review the strategy
Before marketing begins, discuss when feedback will be reviewed and which signs would prompt a change. Questions might include whether viewings are attracting the intended buyers, what concerns are repeated and how competing listings have changed. Keep a note of the advice and the reasons for any later adjustment.
A reduction may be one option, but it should be considered alongside the property’s presentation, marketing information and the seller’s circumstances. The research does not prescribe a standard discount or a universal timetable for every instruction.
Read the headline with context
The study offers a snapshot of differences between selected city markets. Its most useful message is to examine local evidence and understand the stage of sale behind the figures. An agreed transaction can still change, so neither a previous reduction nor an SSTC label should be treated as a guaranteed final outcome.