The Harsh Reality Of The Sales Market - And Why It Affects You.

If you’ve been keeping half an eye on the property market lately, you’ll have probably heard mixed messages.

“Prices are holding.”

“Demand is still there.”

“The market is resilient.”

And to a point, all of that is true. But here’s the reality from the coalface — and what Rightmove’s latest House Price Index (with insight from Colleen Babcock) is really telling us:

This is no longer a seller’s market. It’s a pricing market.

The Big Shift: More Choice, Less Urgency

One of the biggest changes right now is supply. There are simply more homes on the market than we’ve seen for years, in fact, the highest level for this time of year in over a decade.

At the same time, buyer demand is down around 7% compared to last year.

Now, don’t get me wrong, deals are still happening! We tied up four new sales just last week. Sales agreed are only slightly behind last year. But buyers are pickier, slower, and far more price-sensitive.

Why? Because borrowing money has become more expensive. Mortgage rates have climbed significantly (now over 5% in many cases), which directly affects what buyers can afford.

So even though people still want to move, and they always will, their budgets are tighter, and their expectations are higher.

Colleen Babcock at Rightmove puts it well: Buyers are cautious due to cost of living and mortgage increases, but they’re still moving.

That’s the balance we’re seeing. The market hasn’t crashed. It hasn’t stopped. But it has shifted power firmly towards the buyer. And she also highlights something we’re seeing every day:

• Price growth is slowing

• Some areas are even seeing small drops

• And crucially, competitive pricing is now everything

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In simple terms: The homes that are priced right are selling...The ones that aren't, are sitting.

What This Looks Like On The Ground In Folkestone

Now let’s bring this home. Folkestone has had a strong few years, London buyers relocating, lifestyle movers, regeneration, and the coastal boom. But we’re not immune to national trends.

Here’s what we’re seeing locally at Match Estates:

1. More Competition Between Sellers

There are more properties coming to market, especially in the £300k–£500k bracket.

Buyers now have choice, and that changes everything.

2. Price Reductions Are Becoming Normal

We’re seeing more properties having to adjust after launch, not because they’re bad homes, but because they’ve been priced for last year’s market.

3. First-Time Buyers Are Under Pressure

With mortgage rates higher, affordability is stretched.

That means:

• Smaller budgets

• Longer decision times

• More negotiation

  
  

4. Well-Presented, Well-Priced Homes Still Fly

This is the key point. The right homes, priced properly from day one, are still attracting strong interest and achieving great results. But the margin for error is smaller than it’s been in years.

The Harsh Reality (No One Likes Saying Out Loud)

Here it is: You can’t test the market anymore. Overpricing isn’t a strategy, it’s a risk.

In today’s market:

• The first 2–3 weeks are critical

• Buyers are most active when a property is fresh

• If it’s overpriced, they simply scroll past

And once you’ve missed that window, you’re often chasing the market down.

So… Why Does This Affect You?

Whether you’re thinking of selling now or in the next 12 months, this shift matters.

Because the difference between:

• Getting strong interest and multiple offers

• Or sitting on the market with price reductions

comes down to how you position your property from day one. And that’s where local knowledge becomes everything. National data tells the story, but pricing your home properly in Folkestone takes experience on the ground.

Final Thoughts

The market isn’t broken. It’s just more honest. Buyers are still buying. Sellers are still selling, but the days of “stick it on and see what happens” are gone.

Right now, success comes down to:

• Realistic pricing

• Strong presentation

• And a strategy that reflects today’s market — not last year’s

If you’re thinking about moving and want a straight-talking view of where your property sits, we’re always happy to have that conversation. No fluff. Just the reality. We're a local, independant property agent offering a completely No Sale, No Fee service. Just honest advice!

Lee Churchyard

Director