Published 11th June 2025
The Price
Pricing high often generates a lower sale price
The current market in prime central London is a price-sensitive environment. Properties that are priced even marginally too high are sitting, often for many months, without an offer. This is why the price needs to be right from the outset and many agents are too cautious to dampen a seller’s expectations in fear of not being instructed.
However, when the price is right in the context of the current market environment, then there are very healthy interest levels. Our own internal data at Maskells shows that the average time between “right price” and “offer accepted” is just 16 days. We work in an ultra-competitive market and there are many agents who seek to gain market share through optimistic valuation and then manage down the price over time, but this is counterproductive and often results in a lower sale price in 6-12 (or more) months’ time. Whereas the brave estate agents will tell you that often the opposite is true; the lower the asking price the higher the sale price. There is no doubting the fact that the pendulum has swung in favour of buyers in recent years, so realism when selling is essential to getting the desired result generating high levels of interest in a property which drives optimum value.
Taste is Subjective
Buyers taste vs personal taste
It is natural for each property owner to feel that their property is the best on the street. While in some instances this might be true, it is important to listen to your agent. It is equally as important that an estate agent has the bravery to tell their client what they might not want to hear. Refurbishments often fall under this umbrella in that a seller feels their taste is unique and impeccable, whereas it is almost a certainty that an incoming purchaser might want to cosmetically refurbish throughout, which in prime central London can cost easily £500/sq. ft or more. Which the seller must factor into price expectations. The taste of buyers is such that a smart finish that is 10 years old is often treated by buyers as unmodernised.
Location
One person’s heaven is another person’s hell
Location has always been a factor in the price a property can command, the proximity to top schools, green space, water, amenities and so on can be a must have for many purchasers and lead to them paying a premium to secure a home in their desired area. However, seller’s also need to factor in elements of their surroundings that could be a turn off for some. For example, one person may love being close to a bustling high street, due to convenience, others may see this extra noise and traffic as a reason to chip away at the price. I remember selling a property backing onto the Brompton Cemetery – the seller thought this was a positive as the “neighbours were quiet” – buyers felt a little differently… An experienced agent can help guide a seller through the pros and cons of their location and how to appeal to the right buyer.
Pets
A Love Hate Relationship
Without doubt the subject of pets is one of the most controversial aspects of selling a home that we deal with. Be it seller’s believing that not a single soul could ever dislike their treasured pet to buyer’s allergies, it’s an issue that requires tact, discretion and honesty.
Plenty of people have various allergic reactions to pets, so we always advise sellers to put animals outside and to clean thoroughly before a viewing. If viewers spend the entire viewing sneezing, then even the grandest home could be tainted. In selling a house in Notting Hill some years ago, the sellers had a cat that was white with very long shaggy hair. They also had a chair that was white, with long shaggy fabric on it. The cat used to sleep on the chair and be all but invisible. While the cat was docile, when showing the house, a buyer was observing the chair in question when the cat opened its bright yellow eyes, scaring the buyer so much she wrote the next day to say she felt the house could be haunted…
Presentation
De-Clutter and De-Personalise
Another touchy subject can be the overall presentation of a home and how the personal touch can be off-putting to some purchasers. Seller’s need to realise that when they decide to sell it is the first step of their home no longer being their own and whilst we certainly don’t advise them to strip each room of all photos and memories it is still vital that when they view potential buyers can imagine themselves making the house their own and that can be hard if everywhere they look there is a reminder of the memories already made.
We suggest trying to cut back as much as you can, so put things not used on a daily basis out of sight, cumbersome pieces of furniture should go into storage. Perhaps start packing away some of the family photos/portraits and treasured ornaments in anticipation of a future move, this will make rooms feel much bigger and a lot more neutral so a buyer can get a better feel of what it will be like empty and ready for their own touch and style. The main focus should be the points of entry, so clear away coats/clutter in the hallway, in the bathroom hide all products and, in the kitchen, clear the surfaces and replace any overused tea towels or bins.
Read the full article on English Living