Two in Three Homeowners Overvalue Their Property, Research Reveals

- Wed 26 Aug 2026

New research highlighted by The Property Buying Company suggests that almost two-thirds (65.6%) of homeowners believe their property is worth more than its true market value, demonstrating the ongoing gap between owner expectations and buyer reality in today's housing market.

While it's entirely understandable that homeowners feel their property deserves a premium, emotional attachment can often influence how a home's value is perceived. Years of investment, improvements, memories, and pride of ownership naturally lead many sellers to believe their property should command a higher price than similar homes nearby.

However, as Darren Ellis, Sales Director at Bradleys Estate Agents, explains, successful selling is ultimately determined by the market rather than owner expectations.

"Many home sellers are understandably biased when it comes to valuing their own property. They've invested time, money and emotion into their home, so it's only natural that they see value which a prospective buyer may not. The reality is that a property's value is dictated by what buyers are prepared to pay, what competing homes are available, and the current level of demand in the market."

The property market of 2026 looks very different from the market’s sellers experienced over the previous five years. Following years of exceptional house price growth, changing economic conditions, higher borrowing costs, and increased buyer choice have created a more price-sensitive marketplace.

"One of the biggest mistakes we see is homeowners comparing their property's value to prices achieved a year ago, or even several years ago," says Darren. "In the current market, evidence from the last three months is far more relevant than sales from one, two or five years ago. Markets move, buyer behaviour changes, and pricing strategies need to reflect today's conditions, not yesterday's."

Buyers now have access to more information than ever before. With property portals allowing instant comparison between similar homes, an overpriced property can quickly lose momentum. Homes that launch above market value often remain unsold for longer, leading to price reductions and, in some cases, lower final sale prices than might have been achieved if the property had been correctly priced from the outset.

At Bradleys, our valuers focus on providing realistic, evidence-based pricing advice designed to achieve the best possible outcome for our clients.

"Our valuers will always support their valuation recommendations with recent comparable sales evidence, alongside an assessment of current buyer demand for that particular property type and location," Darren adds. "Our role is to help sellers position their home competitively within the market. A realistic asking price not only generates more interest but often leads to stronger competition among buyers and ultimately a more successful sale."

For homeowners considering a move, understanding market realities and setting expectations based on current evidence remains one of the most important steps towards achieving a successful sale.

Thinking of selling? Contact your local Bradleys office for an up-to-date market appraisal backed by recent sales evidence and local buyer demand insights.

Two in Three Homeowners Overvalue Their Property, Research Reveals

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