With a decade of experience in the property market, much of it in the South East region, I have witnessed how quickly things can change for a property on the market. While many sellers focus on the importance of presentation and pricing at the outset, there is another, often underestimated factor that can undermine a successful sale: allowing a property listing to become stale.
Why early momentum matters
When a home is first launched, it enjoys a critical window of heightened visibility. Buyers are naturally drawn to new listings, and this initial period frequently generates the greatest number of enquiries and viewings. According to Zoopla, almost half of UK homes secure a buyer within the first two months of being marketed. Securing attention early often translates into stronger offers and a smoother transaction.
The risk of a stalled listing
If a property remains unsold for an extended period, it risks being overshadowed by newer listings. Buyers may begin to overlook it, assuming – rightly or wrongly – that there is an underlying issue.
This does not mean the property cannot sell. Rather, it signals the need for strategic adjustments, such as:
- Refreshing photography to showcase the home in a new light
- Refining the description to highlight unique features
- Re-engaging prospective buyers who have previously viewed
- Repositioning the asking price to reflect current market dynamics
- Or considering a switch in agents if the above can’t be met
These refinements are not signs of weakness but proactive measure to restore momentum.
When to reconsider your agent
Sometimes, the challenge lies not with the property itself but with the way it is being marketed. An effective agent should be constantly reviewing performance, making recommendations, and adapting the strategy to suit changing conditions.
If you find that your current agent is not taking these steps, or that communication and initiative are lacking, it may be time to consider switching. A new agent could bring fresh energy, different marketing ideas, and access to an alternative pool of buyers. For many homeowners, this change has been the turning point that transformed a stagnant listing into a successful sale.
My advice to sellers
- Launch intelligently: Accurate pricing and polished presentation are crucial to maximising that initial surge of interest.
- Stay agile: Monitor momentum and make timely adjustments if interest begin to wane.
- Evaluate your representation: If your agent is not adapting or actively working to refresh your listing, a change of approach – and agent – could be the key to unlocking a sale.
In closing
The danger of a stale listing lies not in the impossibility of a sale, but in the erosion of momentum and perceived value. By remaining proactive, responsive, and open to changing strategies – including your choice of agent – you give your property the very best chance of achieving a timely sale at the right price.