The UK housing market has started 2026 with a clear message, the national picture looks steady, but London behaves differently. If you plan to sell, buy, or invest in London, pricing realism now matters more than optimism.

The latest numbers, UK stable, regions split

Savills, using Nationwide data, reported that house prices fell by -0.4% in December, leaving annual growth for 2025 at 0.6%. They also highlighted a regional split, with the North West up 3.5% year on year, while London rose 0.7% over the year.

This is not a boom, and it is not a crash. Instead, it is a market that rewards correct pricing and good presentation.

Rightmove’s 2026 outlook, modest growth, London likely to lag

Rightmove’s latest 2026 forecast expects asking prices to rise by 2% nationally by the end of 2026. However, they also expect stronger growth in lower priced regions, while London and the South are likely to lag, mainly because affordability pressures hit harder in the capital.

What this means in practice, realistic pricing wins

London sellers compete in a market where buyers have more choice and more data. As a result, the homes that win attention do three things well.

First, they price correctly from day one.
Second, they look sharp online, photos, layout, and key details must be clear.
Third, they remove friction, paperwork ready, chain expectations clear, and viewing availability flexible.

When sellers chase 2021 pricing, the market does not warm up, it simply moves on.

How stamp duty affects London negotiations

In London, pricing and stamp duty often collide at key thresholds. For first time buyers, GOV.UK confirms there is no SDLT up to £300,000, and 5% on the portion from £300,001 to £500,000, with relief unavailable above £500,000.
That means buyers negotiate harder when a price sits just above a band, so sellers should plan for that pressure in advance.

Local advice from Primeland Property

If you’re selling in London, we can help you set a realistic asking price backed by comparable evidence, then position your home to attract serious buyers quickly. If you’re buying, we can help you spot value, assess local demand, and negotiate with confidence.

Explore our listings and services: www.primelandproperty.co.uk
Contact Primeland Property: www.primelandproperty.co.uk/contact
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