You’ve decided to sell your flat in Knightsbridge, Marble Arch or another central London hotspot – but you’re just not getting the viewings, never mind the offers. You might be wondering what to do next.
The market may feel uncertain if you’re looking to sell your home in central London. High interest rates and the cost of living have impacted the market, having a notable effect on prime central London in 2024. Average mortgage rates more than doubled since 2021, but have since started to come back down – just as new stamp duty rates come into effect.
If you’re struggling to sell your flat in London, remember you can’t do much about external forces. However, once you’ve decided to sell, there are things you can do to improve your chances of finding a buyer and maximising your offers. If you’re wondering why your Knightsbridge or Marble Arch flat isn’t selling, these issues might be the cause:
1. Your asking price is too high
Too high an asking price is one of the biggest reasons homes don’t sell – it puts buyers off, whatever their budget. In the current financial climate, buyers are being cautious as mortgage costs remain higher and the cost of living remains high. If your flat is priced just above a stamp duty threshold, this may put off your target market – particularly if the new stamp duty rates introduced in April 2025 have reduced their buying power, as outlined in Moneyweek. Overpricing also pushes your property into a higher search bracket on property portals, meaning as many people won’t see it.
The solution: Avoid overpricing in the first place by researching the going rate for similar properties, and steer clear of estate agents who are overpricing to win your business. Buyers can easily compare your home to other London flats by searching online, so be honest and consider SDLT thresholds in your pricing strategy. Sellers who have reduced the price can attract a new wave of interest, encouraging a quicker sale. Talk to your agent about a strategy change if you think your home is too expensive.
Many buyers make up their minds about a flat at first glance – especially when it comes to prime central London period properties, where buyers can be exacting. But if yours is in a block or large building with a maintenance contract, you may be unable to repaint the exterior or drastically improve poorly kept communal areas. You may also be restricted if it’s a period property or listed building.
The solution: Use simple tricks to improve first impressions if your home lacks kerb appeal – adding window boxes, repainting or cleaning your front door, keeping the access tidy, or washing the windows. Speak to building managers about cleaning up foyers and stairwells, or rally your neighbours if you feel confident.
3. You haven’t decluttered enough
A cluttered home makes it harder for buyers to imagine it as their own – and may make them think your property is cramped, even if there’s ample room. With space at a premium in central London, it’s worth accentuating every square foot, not least as remote and hybrid working is still a reality for many.
The solution: Try staging your property to attract buyers – decluttering, organising and depersonalising your home can make all the difference. Remove some personal touches and family photos to let prospective buyers picture themselves living there.
If your flat has limited space, decluttering is more crucial than ever, making the rooms feel larger. Put your belongings in storage if necessary, including any extra furniture which overcrowds the space. You can even give the walls a lick of paint in a neutral colour to maximise your London flat’s appearance to homebuyers.
4. Your marketing is ineffective
Your flat needs to be listed on the main portals – Rightmove and Zoopla as well as your agent’s own website and social media, and they need to be proactively contacting the right buyers. Your property’s marketing materials should show it off to the best advantage. You won’t attract viewings if your listing lacks key details or the photos make the property look unappealing.
The solution: If your London luxury property is not selling, ensure your agent is utilising their buyer network and marketing internationally – virtual viewings can be invaluable. Your listing needs to be spot on, preferably with high end photography and 360 video tours, and all your property’s benefits made clear – including parking, outdoor space, a work room or good transport. If you’re missing these must-haves, speak to your estate agent.
5. Energy efficiency concerns
Some of central London’s most desirable homes are period properties – which can unfortunately go hand-in-hand with a low energy efficiency rating. A draughty and damp property can put off buyers, including landlords seeking a minimum EPC E or C rating. But it can be difficult to make energy efficient improvements without permission.
The solution: If your energy inefficient London property is not selling, make any changes you can, even swapping to LED lightbulbs can help. Highlight any improvements you have made in the listing too – if the boiler was recently upgraded to a more efficient model, shout about it.
6. It is the wrong time of year to sell
Maybe your flat’s not selling due to the time of year. In the height of summer, many people are on holiday. November and December are often quiet as buyers postpone their plans until after Christmas.
The solution: You may be better off taking your property off the housing market until a busier month. Prepare and declutter your home while you wait before relisting at a better time. Spring is traditionally the best time to sell, but the market starts picking up in January, and early autumn can also be a popular time to move.
7. The property market is ‘cold’
As we’ve said, market conditions are always changing, and you may find house sales are slowing down in your area in London. Keep up with the property news and regularly check in with your estate agents for the latest local picture.
The solution: If potential buyers aren’t coming forward, you might delay your move until the market improves. Use this time to bring the property to pristine condition. You may not be able to change the situation, but you can put yourself in the best possible position.
8. You’re accepting the wrong offers
If a buyer isn’t ready to move or is part of a long chain, you could face delays or complications in the sale. You may be left waiting while they find a buyer, or both parties could have a completely different timescale in mind.
The solution: Ask questions, don’t take anything for granted, and make sure you know that your buyer has funding in place. What place of the chain is your buyer at, and how is their house sale progressing? Don’t be afraid to talk about proposed moving dates at an early stage.
It’s common to prioritise cash buyers or first-time buyers with a mortgage offer in place. They aren’t reliant on their house sale progressing successfully, so while nothing is guaranteed to go to plan, your chances will improve.
9. Your property chain is off putting
If you’re in a chain that is faltering or struggling to find the right place to buy, this could be a turn-off for house buyers. They may anticipate problems down the line, but there are ways to shorten the chain.
The solution: Chain-free transactions are very appealing, so consider going into rented accommodation once you sell. Your buyer may gain confidence from knowing there’s no chain on your side, giving you an advantage. This would also make you a chain-free buyer for your next transaction, giving you more leverage when you come to buy.
10. Leasehold reform uncertainty
Opaque service charges and questions surrounding lease extensions can make buyers wary. There is also persistent uncertainty about cladding. The Leasehold Reform Act passed into law in 2024, but is still being rolled out, and buyers may be waiting for changes to be put into action.
The solution: What can you do if your leasehold flat just will not sell? You could talk to your solicitor about extending the lease if it’s nearing 80 years. RICS guidance is catching up with cladding safety concerns. It can also be easier to sell if your building has a safe EWS1 certificate with an A1, A2 or B1 rating.
If you’re doing everything right but still not getting the interest, this could be down to your agent. Maybe they are disorganised, short-staffed, or have taken on too many properties. The issues could be their marketing strategy or a lack of helpful feedback after viewings.
The solution: Consider how the relationship works, but check your contract before switching. You could try to inject some competition by listing with two estate agents, but you may pay more in commission.
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Maurice Shasha
The Property Industry has always and continues to interest me, and after joining Plaza Estates in 2008 I have experienced a market which has taught me alot. In my role advising clients on their purchases (together with our sales teams), managing the refurbishments for them (together with our management and design team), preparing the property for rentals (together with our rentals teams) or sales and being responsible for the Companies digital marketing I have seen the market from various aspects. The market is always changing and it is essential we constantly adapt, which since Plaza Estates was established in 1972 is something the company has always done. We pride ourselves in the personal relationship and service we have and give all our clients and being part of a company which is "big enough to cope and small enough to care" is something I really enjoy.
If you want 5-star reviews and want to remove negative reviews from Google, contact me via my profile; my contact details are listed there.
SM
Dear Eitan
In this whole sorry saga, with headbutting, unproactive lawyers, and a comatose estate agent etc etc, you have been a beacon of light throughout. Efficient, professional and responsive. This would never have got done without you.
Thank you.
All the best.
Maurice Shasha
We have been using Plaza Estates for many years for all our property requirements (sales, letting and management) and are delighted with the results and service they constantly deliver and provide!
KS
I generally dealt with the Marble Arch branch most of the time, but I can also say that the Knightsbridge office was also exceptionally helpful and professional on the occasions I did deal with them. Plaza Estates in general are excellent.
YZ
Have interacted with Plaza Estates across a couple of sites and always been impressed. Maurice must be the hardest working, most dedicated, helpful and knowledgeable account manager for any company anywhere! A real asset to the team!
LI
I have been a client of Plaza Estates for over 30 years and received excellent service. Both Rodney on the rental side and Fiona in the property management area have been have been attentive and helpful and always willing to go the extra mile on the few occasions when there were problems.
SA
Hope both of you are doing well. I wanted to thank you for always being there for us and for addressing our concerns promptly; safe to say you have been the best agents I have had the pleasure of interacting with.
KR
We have owned our Flat since 2008, which we purchased through Plaza. Our relationship with Plaza goes back to 1982 when we purchased a nearby flat and Plaza have handled all our lettings since then. I would have no hesitation in recommending Plaza - they will find you a good tenant and ensure your ...
MS
Thank you again for all your advice and calm attitude and charm. Nobody could try harder than you, and for which, we really thank you and appreciate it all, not just now, but over the years.
Thanks again for everything!
LT
Thank you for your kind help and your advice, it's been precious!
