How to negotiate with buyers confidently

The viewings have concluded and an offer has been received but it’s not what you hoped for. What happens next?

First things first. You are not alone if an offer doesn’t match your asking price. Research published in April 2026 found 39% of homebuyers bought for below the advertised figure. 

The survey of 2,000 UK adults, including 1,269 homeowners, was carried out by the HomeOwners Alliance. It found 20% of buyers negotiated a figure 5% below the asking price. Fewer purchasers were successful when negotiating bigger discounts. Of those questioned, 14% secured a price discount of between 5% and 10%. Only 6% had an offer accepted that was 10% or greater below the asking price.

Not every sale needs a negotiation plan but some haggling can be expected in a buyer’s market. If you’ve received an offer that you’re not happy with but think the buyer has potential, here’s your action plan.

Understand why the buyer has offered low

Some buyers might try their luck with a low offer, while others have a genuine reason. Our starting point will be your asking price. A common error is to base your asking price on old, out-of-date valuations. Your asking price must be in line with current local market averages – even if it pains you to know your home isn’t worth as much as you’d hoped.

If your asking price is inflated, it’ll stick out like a sore thumb. There’s a wealth of online resources that help buyers know what to reasonably pay for a property, like recently sold prices. A buyer may want to negotiate if they think you’re asking too much for your home. 

Establish the position of the buyer

Affordability can be an issue, with pressure coming from stamp duty, deposit amounts and mortgage rates. Buyers will take these costs into account when making an offer, perhaps offering less to try and secure their dream home.

Sellers shouldn’t automatically rule out negotiating with buyers who offer less. They may be in a very good position to proceed in other areas. A cash buyer with no chain offering under the asking price can be a better prospect than a purchaser offering the full asking price but who still has a house to sell and who doesn’t have a mortgage agreement in principle.

Our job is to qualify interested parties and explain which buyer will get you to exchange and

completion in the smoothest, speediest way.

Agree your response with your estate agent

Your response to an offer will be influenced by your circumstances. If you need to move quickly, lengthy price negotiations might not be suitable. Bear in mind the buyer might get fed up and move on to a different property. 

If you’re willing to meet the buyer half way, your estate agent can make a counter offer on your behalf. This may be enough to get the sale done. Prepare for a degree of backwards and forward, with numbers nudging up and down, until a figure is agreed.

If you don’t want to budge on your asking price, prepare to evidence your figure with comparables. These are examples of homes like yours that have recently sold for a similar value. Valid reasons can be presented to the buyer to justify your asking price.

Know when to walk away and wait for another buyer

If your asking price is fair and in line with local market averages, you have every right to stick to your guns. Offers that are 15% below the asking price or greater need real justification. This could be pricing that fails to take into account subsidence or a very short lease. 

Consult with your estate agent if you don't want to negotiate. They’ll offer advice about local demand and the chances of another buyer coming along. 

One to try – OIEO

If the thought of negotiating puts you off selling altogether, you may want to consider setting your asking price with an OIEO caveat. OIEO stands for ‘offers in excess of’, making it clear to buyers that you won’t accept an offer below the advertised figure.

This approach doesn’t work in all markets or situations, so be sure to discuss this strategy with your estate agent. You don’t want to scare off potential purchasers from the outset.

We’re booking free, no-obligation valuations now. Discover what your home might sell for in today’s market by contacting us.