House Prices Are Still Growing, So Why Does the Market Feel Slower?
House prices are still showing modest growth, yet many sellers feel the property market has slowed. We look at what is happening in Reading, why buyers are being more selective and what homeowners can do to give themselves the best chance of selling.
If you are someone who is interested in following property headlines, it is very understandable that you might feel a little confused at the moment.
Some reports are indicating house price growth. For example, Nationwide recorded annual growth of 2.2% in June, while Zoopla reported a more modest 1.4%. At the same time, we are hearing about fewer sales being agreed, much more cautious buyers making lower offers, and properties taking considerably longer to sell.
So, are house prices rising or is the market slowing down?
Unfortunately, the answer isn’t simply a ‘yes’ or ‘no’.
A slower market is not the same as a falling market
It is true that UK house prices have remained more resilient through the political and economic turmoil of 2026 than some might have expected.
Property price growth remains modest, but the national figures disguise a clear divide between different parts of the country. More affordable markets in the North of England, Wales and Scotland are generally recording stronger growth, while London and the South East remain much flatter. Reading sits within that more subdued southern market, although its transport links, employment opportunities and variety of neighbourhoods mean demand can still vary considerably from one part of the area to another.
National averages provide useful context, but they cannot tell you exactly what is happening to a particular home in Reading. Property type, condition, location, local demand and the level of competing stock can all make a significant difference.
Two properties in the same postcode can have very different experiences when they come to market.
Buyers have more choice
One of the biggest influences on the current market is the number of homes available to buyers.
A Rightmove search today [18 August 2026] showed 2,777 properties for sale within three miles of Reading. Although that figure will change as homes come to the market and sales are agreed, it gives a useful indication of just how much choice local buyers currently have.
With so many properties competing for attention, buyers can take their time, compare homes and be more selective about which ones they arrange to view. If a property appears overpriced or does not present well online, they can simply move on to another.
That does not mean there are no buyers around, we still have people registering to view and receive property details who state they are actively looking. People are still moving for all the usual reasons, including work, schools, growing families, downsizing or wanting to live closer to relatives, those moves always continue whatever the market is doing.
That said, buyers are less likely to overlook an unrealistic asking price or rush into making an offer unless they feel a property represents fair value, everybody is counting pennies at the moment, so pricing your home ‘right’ is a real art at the moment and can make or break your moving plans.
Sales are still being agreed
Rightmove reported that market activity was 6% lower than at the same point last year. Zoopla also recorded a reduction in sales agreed, partly as a result of higher mortgage rates and wider uncertainty.
These figures may sound discouraging, but they do not mean the market has stopped completely.
Rightmove found that almost three-quarters of the homes sold during the first half of the year achieved a sale without needing an asking price reduction. That is an important distinction because the figure only relates to properties that successfully found a buyer. Many of the homes still sitting on the market may have started too high and are now reducing their price in an attempt to catch up.
Homes are selling, but those priced correctly from the outset are giving themselves a much better chance. Once a property has been repeatedly overlooked, reducing the price later may not recreate the interest and urgency it could have attracted when it first appeared online.
Summer always brings a few distractions
The property market rarely moves at exactly the same pace throughout the year.
School holidays, [very] hot weather, sporting events and travel plans can all affect viewing activity during the summer, without adding all the other factors we’ve seen this year - political and economic, including uncertainty surrounding mortgage rates.
Some people may temporarily pause their search, but their reason for moving has not necessarily disappeared. This can create renewed activity as the summer holidays end, the kids go back to school, and buyers refocus on buying and completing a move before Christmas.
For sellers hoping to benefit from that autumn interest, the quieter summer weeks can be a useful time to prepare their home.
So, what makes a home stand out?
When buyers have plenty of properties to choose from, the way a home is launched onto the market becomes really important.
Presentation, photography, videography, an accurate description and an achievable asking price all help to create a strong first impression. Making viewings accessible and responding quickly to enquiries can also prevent interested buyers from looking elsewhere.
The asking price should be based on current local evidence, especially comparable homes that have recently sold, which a good local agent can show you, as opposed to the other properties currently available, which might be overpriced and struggling, or not comparable to yours internally. Actual feedback from buyers who are actively searching in the area is also gold-dust, if you can harness it [easier said than done!].
A high initial valuation may sound appealing and you could spend that money in your head very easily, but it is only helpful if the market supports it, so make sure you get the evidence to back up any valuations higher than you expected.
What does this mean if you are thinking of selling?
The current market is neither booming nor standing still. Prices are broadly holding up, buyers remain active and sales continue to be agreed, but sellers need to work harder to capture the attention of those who are searching and viewing. Turning down viewing requests ‘because they aren’t convenient’ is not something that is encouraged in a market like this.
A slower market does not mean your home will not sell. It means the preparation, presentation and the advice behind your sale matter more than it has previously. So, before deciding when to move or how much your property may be worth, speak to an estate agent who understands what buyers are doing locally, not just what the national headlines are reporting.
At WhiteKnights, our teams in Woodley and Spencers Wood can assess your property alongside current local competition, recent sales and genuine buyer demand. We will give you an honest view of the market and help you choose the right strategy for your move.
To arrange a property valuation or talk through your plans, contact WhiteKnights on 0118 334 7410.