Sellers who are re-entering the market are reducing their asking price by an average of £5,300 to try and snag a buyer, but in London this reduction climbs as high as £27,000, new research shows.
The South East is the region where most sellers are relisting this year having failed to find a buyer in 2025, according to the analysis of current for-sale listings carried out by Property DriveBuy.
The study focused on properties that have been relisted, or brought “back to market” in 2026, to reveal which regions see the most sellers having to re-enter the market and what price hit they take when doing so in order to entice a buyer.
The analysis has revealed that sellers in England who are relisting their property are doing so with a discount of -£5,322 when compared to comparable properties listed in the same area.
Relisting sellers in London are taking the biggest hit, coming back to the market with an average discount of -£27,192,followed by sellers in the North East (-£3,781) and South West (-£3,319).
However, it’s sellers in the South East region who are most likely to have to come back to market in order to secure a sale. The region accounts for 25% of England’s relisted properties, with the second-highest proportion located in the East of England (14%), followed closely by the South West (13%).
Steve Foreman, founder and CEO of Property DriveBuy, commented: “It’s not unusual for sellers to step away from the market and come back at a later point. In some cases a sale may have fallen through, while in others personal circumstances may have forced a pause. But more often than not, sellers simply didn’t see the level of interest they were expecting the first time around.
“After sitting on the market for months with little movement, many relist at a lower asking price to try and re-energise their listing, or take a break altogether and return later at a reduced level in the hope of finally securing a buyer.
“While 2025 was a quieter year overall, we’re already seeing momentum return in 2026, and with that a wave of sellers who were unsuccessful last year looking to move again. For those sellers, marketing really matters. It’s no longer enough to just list a property and wait. Good photography, clear floorplans and strong, informative listings all play a big role in driving interest.”
