Why Accurate Pricing Matters More Than Ever

There’s a challenging truth in our industry right now: many homes aren’t reaching completion because they entered the market at the wrong price. It’s an issue that affects sellers, buyers and agents alike – and it’s something we need to talk about openly.

Overvaluing doesn’t help anyone move.
It creates false expectations, leads to long periods on the market, and often results in price reductions that could have been avoided with clear, evidence-based advice from the beginning.

So why does it happen?

Quite simply, some agents fear losing the instruction.
No one enjoys delivering a valuation that feels less exciting than another agent’s number. But avoiding that honest conversation doesn’t protect the client – it delays their move, increases stress and damages trust in the profession.

And when it comes to niche or character homes, accurate pricing becomes even more important. These properties don’t conform to standard formulas or postcode averages – they are unique, often irreplaceable, and appeal to a specific buyer pool. We can guide you using data, market analysis and experience, but ultimately, the market will determine the final value. Proper positioning is key to attracting the right buyer.

We believe our responsibility is not to tell people what they want to hear, but what they need to hear in order to make informed decisions.

A well-priced home isn’t a compromise – it’s a strategy.
It attracts the right buyers, generates meaningful interest, and leads to stronger offers and smoother sales. An inflated price does the opposite.

When transparency is prioritised, everyone wins.
Sellers feel supported, buyers feel confident, and agents can deliver the level of service our industry should be known for.

If you’ve ever wondered how an agent arrived at their valuation, ask them: