by Sam Akbay
Pricing Property Right
In real estate, pricing isn’t just a number – it’s a strategy. Whether you’re selling a Chelsea townhouse or an investment flat in Waltham Cross, understanding the nuances of pricing in different market climates is key to achieving the best result. As the UK property market continues to shift in pockets, with some areas seeing growth while others stabilise or cool, it’s never been more important to adapt pricing strategies accordingly.
Here’s what we advise at Sam Akbay Property Agency when it comes to pricing in today’s dynamic market:
Pricing in a Rising Market: Confident but Cautious
In a rising market – where buyer demand outweighs supply and prices trend upward – sellers may be tempted to push their asking price beyond comparable properties. After all, why not test the market?
But be careful. Overpricing, even in a strong market, can lead to a stale listing. The best strategy is to price just below the curve, creating competition and urgency. Let the market drive the price upward through multiple offers or swift interest.
Top Tip: Price attractively and let the market tell you if there’s room to go higher – not the other way around.
Chasing the Market: A Risk in a Shifted Market
One of the biggest pricing pitfalls happens in a shifted or cooling market. Sellers may look at last year’s prices or their neighbour’s success and try to match or exceed it. But if the market has slowed, this can backfire.
This is called chasing the market down: pricing high, then slowly reducing over time as interest fades. Unfortunately, the first few weeks of marketing are crucial. Properties that sit too long risk becoming stale, prompting buyers to wonder what’s wrong.
Our Advice: Stay ahead of the shift. Monitor active listings and price competitively from the outset to attract serious buyers from day one.
Price Forecasting: Reading the Road Ahead
Pricing for today’s market is one thing – but savvy sellers and agents also consider where the market is going.
At Sam Akbay Property Agency, we keep a close eye on:
Mortgage interest rates and buyer sentiment
Local development projects or transport upgrades
Seasonal market trends (spring and autumn usually see stronger activity)
Data from Land Registry and property portals
For instance, if market indicators suggest that prices may dip in the next quarter, we recommend bringing your property to market sooner and pricing for a quicker sale. Alternatively, in areas like Chelsea with consistently high demand, there may be room to hold out – if the strategy is right and the presentation is flawless.
Our Final Thought
Pricing a property is part science, part art, and always personal. It’s not just about market value – it’s about timing, presentation, competition, and strategy. At Sam Akbay Property Agency, we tailor our pricing advice to each seller’s goals, balancing market conditions with realistic expectations and maximum return.
If you’re thinking about selling and unsure how to price in today’s market, let’s have a chat. With over 20 years of experience in Chelsea and beyond, we’ll help you price it right – whatever the market’s doing.
