New Zoopla data shows overpriced properties taking longer to sell
Property sales across England and Wales are moving slightly faster, with new data from Zoopla revealing homes are spending an average of 36 days on the market before a sale is agreed.
More than half (52%) of properties now sell within the first two months of listing, up from 49% last year.
However, brokers advising clients in today’s market will need to account for a potentially longer settlement period, with completions still taking four to six months in many cases — underscoring the importance of upfront preparation and realistic timelines.
For brokers working in regional markets, Zoopla’s data points to significant geographical variations. Northern regions, particularly the North West and North East, remain the fastest moving, with homes in key areas such as Manchester, Gateshead, and Carlisle selling in around 32 days.
The standout performer, Waltham Forest in North East London, is seeing properties go under offer in just 19 days. Its popularity with family buyers — thanks to good schools, low crime rates, and proximity to the capital — continues to drive demand.
Meanwhile, Scotland remains the quickest region overall, with homes taking only 21 days to sell. Brokers operating cross-border should take note of the distinct Scottish home-selling system, where properties are listed with a Home Report and priced as ‘offers over’.
With housing stock up 11% year-on-year, brokers are being called on to help sellers price accurately from the outset. Overpricing is leading to delays — homes with reduced prices of 5% or more are taking up to 43 days to sell, nearly twice the typical timeframe.
“Buyers have a lot more choice of homes for sale than a year ago,” said Richard Donnell (pictured), executive director at Zoopla. “Aiming too high on the asking price is likely to impact saleability and how long you may have to wait to agree a sale.”
Brokers in southern England and second-home hotspots are particularly affected, as supply continues to outstrip buyer demand. In East Lindsey and Gwynedd — areas impacted by new second-home council tax policies — homes are taking an average of 59 days to sell.
Two- and three-bedroom homes remain the most liquid property types, averaging 23 days on the market. These homes appeal to a wide buyer pool, including first-time buyers and downsizers — presenting brokers with solid lending opportunities.
By contrast, flats and larger homes (four bedrooms or more) are seeing slower activity. Flats now average 31 days to find a buyer, while larger houses are at 38 days. An 18% increase in flat listings has not been met with equivalent buyer interest, adding to market friction.
“Households that are thinking about listing their home and moving in 2025 need to set their asking price at the right level and take the advice of local agents,” Donnell said.
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