Price is a property’s most powerful marketing tool. A price that is too high pushes serious buyers away in the first weeks, exactly when interest peaks. A price that is too low leaves money on the table. The good news is that a correct valuation rests on a clear method you can understand and check.
Market value, asking price and achieved price
It is worth distinguishing three ideas. Market value is the amount a property would sell for in a normal transaction between informed parties. Asking price is the figure in the listing. Achieved price is the amount in the contract. The aim of a valuation is to bring the asking price as close as possible to market value, with a reasonable margin for negotiation.
The comparison method
This is the most widely used method for homes. You look for similar properties sold recently or currently on the market and adjust for the differences.
Choosing comparables
- The same area, ideally within a small radius or the same neighbourhood.
- The same property type and a similar size.
- A similar year of construction and standard of finish.
- Transactions or listings that are as recent as possible.
Adjustments that matter
- Floor: the ground floor and a top floor without a lift are generally less sought after.
- Layout: an apartment with fully separate rooms is usually preferred to a semi separate one.
- Condition and finishes: a recent, quality renovation adds value, but rarely as much as it cost.
- Year built and any strengthening or thermal renovation of the building.
- Extras: parking, storage, a large balcony, terrace, views.
- Orientation and light: rooms with south or east facing windows are valued.
Price per square metre is a starting point, not a result
The average price per square metre in an area helps you see the range, but two apartments of the same size can have very different values. Use our price index for an indicative view of the area, then adjust for the real features of your property.
Active listings versus real transactions
Listing prices are wishes, not certainties. Properties that sit on the market for a long time are, more often than not, overpriced. Look at how long comparable listings stayed live and whether their price dropped. An advisor with access to recent transactions can give a more accurate picture.
The bank valuation
If the buyer uses a mortgage, the bank will order a valuation from an authorised valuer. If the value comes in below the agreed price, the buyer must cover the difference or renegotiate. A price anchored in real comparables reduces this risk.
Mistakes that keep a property on the market
- Emotional pricing: memories and money spent do not automatically show up in market value.
- Anchoring on old listings: other people’s asking prices are not proof of a sale.
- An inflated negotiation margin: buyers filter by price and never get to see the property.
- Small, repeated reductions: they signal the property is not selling and invite low offers.
Launch pricing strategy
The first two or three weeks bring the most interest. A fair launch price generates multiple viewings and sometimes competing offers. Choose a price that fits the filter thresholds buyers use, for example just under a round number, to appear in more searches.
Getting ready for launch
First impressions are formed online. Professional photos, a clear description and an accurate floor plan can make the difference between dozens of views and several hundred. Read our guide to home staging and listing photos.
Other valuation methods
The income method
For properties bought as investments, such as commercial units or buy to let apartments, value can be estimated from the net income they generate. Annual net income is divided by a yield considered normal for that type of property and area. The method is sensitive to assumptions, so it is used alongside comparisons.
The cost method
For houses or unique buildings where comparables are scarce, valuers estimate the land value and the cost of rebuilding the building today, then deduct depreciation. It is useful mainly for new or unusual properties.
Features buyers pay more for
- Natural light and an open view, without buildings directly opposite.
- Quiet, especially for bedrooms.
- Low running costs thanks to good insulation and an efficient boiler.
- Clean paperwork, with no unauthorised alterations and up to date registration.
- Transport links and nearby services: schools, shops, parks.
Each of these can justify a price at the top of the range. Highlight them in the description and photos.
What our valuation looks like
- We talk about the property and your goals: timing, minimum price, the state of the documents.
- We visit the property and record every relevant feature.
- We select recent comparables and apply the adjustments.
- We present a value range and a recommended launch price.
- We agree the marketing strategy together.
When to revalue
If after four to six weeks you have few viewings or consistent feedback about the price, it is time to review. One well argued adjustment works better than frequent small reductions.
Frequently asked questions
How much does a valuation by an authorised valuer cost?
The cost depends on the property type, its complexity and the valuer. For a sale, a comparative analysis by a property advisor is often enough and can be free. An authorised valuation is mainly needed for banks and courts.
How often does a property’s value change?
Value follows the local market and can change from year to year. If your last analysis is more than a few months old, update it before launch.
Does a recent renovation count?
Yes, but rarely for the full amount spent. A quality renovation makes the property easier to sell and can justify the top of the price range.
Start here
Request a free valuation for an indicative analysis of value with no obligation. If you are ready to sell, find out what comes next in the seller guide.
