LRG has published its first ever Sales Report — Property Pricing in a Pragmatic Market — written by PNPR. The Autumn 2025 publication marks the start of a quarterly series that will examine the dynamics of the residential property sales market across England and Wales.
Timed ahead of the November Budget, the report combines national data, survey insights and commentary from LRG's network of regional sales directors. It paints a picture of a market that is cautious but resilient; one in which realism, pricing accuracy and local expertise are proving decisive.
Market realism returns
LRG's research shows that despite broader economic caution, buyers and sellers are continuing to transact, adapting their expectations rather than retreating from the market. More than 70% of respondents said their personal finances had remained stable or improved over the past year, even as confidence in the wider economy declined.
This pragmatism is shaping behaviour on both sides of the transaction. Sellers are demonstrating flexibility on pricing, while buyers are recalibrating budgets and search areas to achieve value.
Trust in local expertise
One of the report's most striking findings is the extent to which vendors continue to value the experience of local agents. More than half (54%) chose their estate agent specifically for valuation expertise, while 85% said they preferred an in-person valuation over an online estimate.
Three-quarters of sellers listed their property at the price recommended by their agent — a powerful indicator of trust in professional judgment. As Kevin Shaw, LRG's national sales managing director, put it: "An algorithm can tell you what similar homes sold for, but it can't know that the house three doors down achieved its price because of planning permission or that a new school is about to open nearby. That context is everything."
What drives buyers' decisions
The report also provides valuable insight into how buyer priorities are shifting. Updated kitchens and bathrooms continue to top the list of features that influence offers, cited by 77% of buyers. Cleanliness ranked higher than many more costly improvements, with 49% saying it would encourage them to make an offer.
Attractive gardens remain desirable (55%), though 30% favour low-maintenance options, suggesting buyers want both appeal and practicality. In contrast, only 23% valued distinctive kerb appeal, and just 4% were drawn to bright interior colours.
As Kevin Shaw observes, sellers often overestimate the appeal of expensive cosmetic work while underestimating the power of presentation. "A spotless, well-maintained home will always outperform one that's been redecorated to follow trends," he said.
Communications grounded in insight
For PNPR, the production of Property Pricing in a Pragmatic Market exemplifies how robust research and clear presentation can cut through market noise. The report has already attracted significant media attention, with coverage exploring issues including sellers' attitudes towards online versus in-person valuations; changing buyer priorities in a cost-conscious market and practical advice for vendors looking to maximise saleability.
Future editions of the LRG Sales Report will continue to provide data-led insight into consumer sentiment, pricing behaviour and regional trends — offering property professionals, policymakers and commentators a grounded understanding of the market's direction.
At a time when reliable intelligence is at a premium, PNPR is proud to support LRG in setting a new benchmark for evidence-based property reporting.