Almost half of buyers securing price discounts

November 8, 2025 by Brendan O'Neill

Property Market

Surveys and Statistics

The latest research has found that almost half of the buyers in the UK are securing their homes at a discounted price, with sellers who price too high putting their chances at risk.

This research was carried out by the HomeOwners Alliance. It found that four out of every 10 buyers in the UK had managed to negotiate a lower price for their chosen property. This adds up to 39% of them. What it shows is that the current housing market favours the buyer, which makes pricing too high very risky for those trying to sell a home.

In terms of the size of the reduction, the most common amount is 5% of the original asking price. This was the reduction secured by 20% of the buyers that took part in the research. Another 14% managed to negotiate the price down by up to 10%, while 6% got it reduced by even more than that.

Not all buyers proved to be so fortunate though, with 39% saying they met the asking price. Meanwhile, 10% actually paid more than the seller originally asked, because there was competition for the property.

The group least likely to haggle over the price was those buying for the first time. Just 35% of them negotiated a reduction, while for more experienced buyers the figure was 42%.

HomeOwners Alliance CEO Paula Higgins stated that the figures showed buyers had space to negotiate, but that knowledge rather than guesswork was needed.

This is where buyers can benefit from the help of an advisor with CeMAP training.