Popping the Asking Price Bubble
Where in the Uk Can Buyers Snap Up Property Bargains and Where Properties Go for a Premium Above Asking Price
New research from fast selling property company, Upstix has uncovered the UK’s most surprising postcodes for snapping up a property at bargain prices this year, highlighting a widening gap between sellers’ expectations and the reality of what buyers are willing to pay.
Based on the latest listed vs. sold* property data from Upstix, analysis reveals where sellers are achieving close to, or even more than, their asking price, and where homes are struggling to meet optimistic valuations, leading to steep discounts.
Homes selling below asking: London leads in lost value
Across the UK, the average gap between listed and sold prices is between 1.7% and 3.7%, with London showing the biggest disparity. Properties in the capital were listed at an average of £824,861 but ultimately sold for £794,233 — a difference of £30,628, or 3.71% less than asking price. This suggests ongoing affordability pressures and more cautious buyer behaviour in a region where high-value homes dominate the market.
The South West and South East also see above-average discounts of 2.86% and 2.70%, respectively, while Yorkshire & the Humber sees the smallest average reduction, with sellers accepting just 1.76% less than asking price.
Fred Jones CEO at Upstix said: “This data tells the real story of UK house prices. While some sellers are still achieving strong results, others may need to adjust expectations to reflect local demand and changing buyer priorities.”
The UK’s deepest property discounts — Top 10 postcodes
Some sellers are having to negotiate far more than others. In NE68 (Northumberland), buyers are securing properties for nearly 30% less than the asking price, making it the biggest discount area in the UK. Similarly, in SY12 (Shropshire), buyers are getting homes for 20.15% below list price.
| Postcode | Region | Avg Listed Price | Avg Sale Price | % Discount |
| NE68 | North East & Cumbria | £450,995 | £317,612 | 29.58% |
| SY12 | West Midlands | £372,531 | £297,477 | 20.15% |
| IP12 | East of England | £492,633 | £412,372 | 16.29% |
| TQ8 | South West | £842,271 | £718,514 | 14.69% |
| W1U | London | £1,503,674 | £1,303,664 | 13.30% |
| LE15 | East Midlands | £471,584 | £411,592 | 12.72% |
| W1K | London | £7,020,750 | £6,129,001 | 12.70% |
| TN20 | South East | £699,355 | £619,645 | 11.40% |
| CM22 | East of England | £597,014 | £532,029 | 10.88% |
| PL23 | South West | £517,980 | £462,102 | 10.79% |
Where homes are selling above asking price
At the other end of the spectrum, a small but significant number of postcodes are still seeing intense competition. BD1 (Bradford) leads the way, where homes are fetching 27.21% more than their listing price.
| Postcode | Region | Avg Listed Price | Avg Sale Price | % Above Asking |
| BD1 | Yorkshire & the Humber | £44,611 | £56,751 | 27.21% |
| PO4 | South East | £296,949 | £338,028 | 13.83% |
| TS1 | North East & Cumbria | £69,021 | £75,317 | 9.12% |
| NE62 | North East & Cumbria | £146,435 | £158,633 | 8.33% |
| L34 | North West | £230,828 | £249,936 | 8.28% |
| S4 | Yorkshire & the Humber | £98,574 | £103,745 | 5.25% |
| WD7 | East of England | £955,742 | £1,005,616 | 5.22% |
| WV1 | West Midlands | £155,905 | £164,009 | 5.20% |
| B19 | West Midlands | £183,850 | £192,784 | 4.86% |
| S3 | Yorkshire & the Humber | £152,701 | £159,732 | 4.60% |
The most accurately priced markets
Upstix’s analysis also reveals where asking prices are perfectly aligned with what buyers are willing to pay. In postcodes like M12 (Manchester) and DN39 (North Lincolnshire), sale prices are almost identical to asking.
| Postcode | Region | Avg Listed Price | Avg Sale Price | % Difference |
| M12 | North West | £195,311 | £195,320 | 0.00% |
| DN39 | Yorkshire & the Humber | £255,201 | £255,214 | -0.01% |
| TS3 | North East & Cumbria | £81,652 | £81,635 | 0.02% |
| NR25 | East of England | £507,504 | £507,662 | -0.03% |
| NE24 | North East & Cumbria | £151,137 | £151,072 | 0.04% |
| NE37 | North East & Cumbria | £116,520 | £116,467 | 0.05% |
| HU9 | Yorkshire & the Humber | £111,503 | £111,436 | 0.06% |
| PL2 | South West | £202,426 | £202,288 | 0.07% |
| RM10 | East of England | £354,878 | £354,634 | 0.07% |
| B11 | West Midlands | £191,808 | £191,950 | -0.07% |
Fred Jones, CEO of Upstix, continued: “Selling your property is a big step for anyone and getting from beginning to end doesn’t always go as smoothly as you’d like. Sometimes, as our data highlights, your asking price is simply that – an ask – and buyers are not willing to match it.
It’s easy to get lured by an over-optimistic valuation when it comes to selling your home. But it’s often these overvaluations that cause problems, like a lack of interested buyers and long listing times, which in the end means you have to reduce your asking price anyway.
It’s important for sellers to take a realistic view of what price you can achieve for your home, and adapt the listing price accordingly, particularly if you’re not willing to wait months and months to get an offer. For many people, speed is key, and an instant home buyer can offer a great alternative to the more traditional home selling process. With Upstix you know what you get and when you will get it. We are essential for planning your next move and being stress free and especially useful in variety of use cases such as probate, settling into the best school catchments, a divorce, securing an onwards move, financial distress or quite simply, selling quickly”.
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