If you’re asking, “Why isn’t my house selling?”, the asking price is one of the first things worth reviewing. Even a well-presented home can struggle to attract the right buyers if its price doesn’t match current expectations or how people search.
Rightmove data reported in October 2026 gives useful context for London sellers: average asking prices rose 2.5% month on month, but remained 1.7% below the same time last year. Around 38% of London listings had been reduced, and homes were taking an average of 78 days to find a buyer. These are market-wide figures, not a prediction for your property. But they underline how important it is to price with current local evidence.
Here are seven pricing mistakes to watch for, and practical ways to put them right.
1. Using last year’s market
Why it happens: A price that felt realistic when you first considered selling may have been based on a different market. If buyer budgets or the number of competing homes have changed, that figure may no longer reflect what buyers are prepared to offer today.
The fix: Ask an estate agent to review recent evidence for homes like yours, including current competition and comparable sales. The October Rightmove figures show that London’s monthly increase followed falls over the summer; one month’s rise doesn’t necessarily mean the market has returned to last year’s conditions. Your price should reflect what’s happening now, not what you hoped it might be worth before you came to market.
2. Sitting above a search band
Why it happens: A small difference can seem unimportant to a seller. But buyers often set a maximum price when searching online. If a buyer’s limit is £500,000, a property listed at £505,000 may not appear in their results, even if they might have considered it at a lower price.
The fix: Consider where your asking price sits against common search limits. A price of £499,950, for example, may appear to people searching up to £500,000, while £505,000 may not. Search filters vary, so this isn’t a guarantee of more enquiries; it’s a reason to check whether your price could be excluding suitable buyers.
3. Following the highest nearby asking price
Why it happens: It’s natural to compare your home with the most expensive similar property nearby. But an asking price is what a seller hopes to achieve, not proof of what buyers will pay. That listing may be new, overpriced or still waiting for an offer.
The fix: Look at homes that have actually sold, alongside properties currently competing with yours. Consider the differences that matter to buyers: location, size, condition, outside space and tenure. Ask your agent to explain how they’ve weighed the evidence, rather than relying on one standout asking price. You can also use Rightmove’s sold house price search to explore recorded sale prices, while remembering that each home is different.
4. Treating an online estimate as a full valuation
Why it happens: An online valuation is quick and convenient. It can give you a useful starting point, but an automated estimate may not capture important details such as the layout, condition, improvements, outlook or differences between nearby streets.
The fix: Use an online estimate as an indication, not a final asking-price recommendation. Lyss Homes’ free instant online valuation tool provides an initial estimate using details such as postcode, bedrooms and property type. A fuller valuation with a local agent can consider the home itself, recent comparable evidence and the buyers likely to be interested.
5. Treating the first fortnight as a warm-up
Why it happens: Sellers may expect the right buyer to appear eventually, so early feedback can be easy to dismiss. But a new listing can attract attention from buyers who are already searching, including people receiving alerts for newly available homes.
The fix: Agree with your agent in advance how you’ll judge the launch: enquiries, viewings, feedback and offers. If interest is weaker than expected, review the price and search position early. A useful check-in doesn’t automatically mean you need to reduce the price; it helps you understand whether your asking price is connecting with the right audience.
For a broader view of why a sale can stall (including marketing, presentation and access) read our guide to why a house may not be selling.
6. Making repeated small reductions
Why it happens: A seller may hope that a modest price cut will bring in buyers while keeping the asking price close to their original target. But a series of small reductions can leave buyers unsure whether the home is now priced fairly, or whether another cut is likely.
The fix: Before changing the price, ask your agent to review the evidence with you: recent sales, competing listings, viewing numbers and buyer feedback. If a change is needed, make a considered adjustment that reflects the market and reaches the buyers you want to attract. The aim isn’t to cut for the sake of it; it’s to set a price you can explain with confidence.
7. Pricing around your plans, not the home
Why it happens: The figure you need for your next move, money spent on improvements or the memories attached to your home can all shape your expectations. Those feelings are understandable, but a buyer will judge the property against other homes available and what they can afford.
The fix: Be open with your agent about your plans and the figure you’re hoping to achieve. Then separate those needs from the evidence of what the property may sell for. A clear view of both can help you decide whether to sell now, adjust your expectations or take more time before making a decision.
What should you do next?
A realistic price doesn’t guarantee a quick sale: buyers, timing and individual property details all matter. But it gives your home a better chance of reaching people who can afford it and are ready to view.
If you’re still considering your options, start with an online estimate. If you’d like a more detailed discussion, book a valuation with Lyss Homes. We’ll talk through the evidence, your plans and a sensible pricing approach, with honest advice and no pressure.
Pricing is one part of the process; timing is another. For the broader picture, see our guide to how long it takes to sell a house in London in 2026.