by Dee Quealy
The summer property market is facing more distractions than usual this year, with hot weather, the World Cup and political change all competing for buyers’ attention.
The average asking price of a newly listed home fell by 1.0% in July to £372,359. Although a seasonal reduction is not unusual, this month’s fall is considerably larger than the average July drop of 0.2% recorded over the past ten years.
For homeowners in Kent, the market remains active, but buyers have plenty of choice. Properties that are priced accurately, presented well and marketed effectively from the beginning are in the strongest position to attract interest.
Asking Prices Fall By 1.0%
According to the latest Rightmove House Price Index, the average asking price of a newly listed home dropped by £3,832 this month, bringing the national average to £372,359.
A fall in asking prices during July is normal as the summer holiday season begins. However, this month’s 1.0% reduction is five times larger than the ten-year July average of 0.2%.
This reflects a market in which sellers are competing harder for buyers’ attention. The number of homes available is slightly lower than it was last year but remains close to a 12-year high for this point in the year.
Summer Distractions Affect Buyer Demand
Home-moving activity often slows during the summer months, as holidays and better weather temporarily shift people’s attention elsewhere. This year, the unusually hot weather and the World Cup have added to those seasonal distractions.
Rightmove’s analysis shows that the first heatwave in May led to a temporary 8% fall in buyer demand before activity recovered. June’s heatwave resulted in a similar 6% dip, while demand fell by 4% during July’s hot spell.
These changes are likely to be temporary. Serious buyers are still searching, arranging viewings and making offers, but sellers may need to work harder to ensure their property stands out from the competition.
Buyers Are Still Moving For The Right Home
The first half of 2026 has presented several challenges for the property market. Economic and political uncertainty, alongside higher mortgage costs, has affected confidence and affordability for some buyers.
The number of sales agreed between January and June was 6% lower than during the same period in 2025. However, sales remained level with the first half of 2024, showing that buyers are still prepared to move when they find a suitable property at a price they feel is fair.
For sellers, this is an important distinction. The market has not stopped, but buyers are more selective and less likely to overlook an unrealistic asking price.
Getting The Asking Price Right Matters
Nearly three-quarters of homes that have sold and completed so far this year achieved their sale without needing an asking price reduction. Homes that did require a reduction spent an average of 127 days on the market, compared with just 36 days for those that sold without one.
Beginning with an ambitious price and reducing it later can be tempting. However, a property usually receives its greatest level of attention during its first few weeks on the market.
If buyers believe a home is overpriced, they may simply turn their attention to one of the many alternatives available. A later reduction will not necessarily recreate the interest that could have been generated at launch.
Accurate pricing does not mean undervaluing your home. It means considering recent local sales, competing properties, current buyer demand and the individual features that make your property appealing.
What Are Mortgage Rates Doing?
The average two-year fixed mortgage rate now stands at 4.92%. This is higher than the 4.25% recorded in February, but represents a welcome improvement from last month’s average of 5.08%.
Mortgage rates may be higher than many buyers hoped they would be at this point in the year, but lenders remain keen to compete for business. This means there are still options available for buyers and homeowners who are approaching the end of an existing mortgage deal.
Wages also continue to rise faster than house prices, while unemployment remains relatively low. These underlying factors provide some grounds for optimism during the second half of 2026, particularly if mortgage rates continue to ease.
Political Change Brings Uncertainty And Opportunity
A change of Prime Minister has introduced another element of uncertainty at an already busy time for national and international news.
However, it also presents an opportunity for housing to be placed higher on the political agenda. Areas requiring attention include improving affordability, reconsidering the way stamp duty works and supporting the building of more new homes.
Clear and timely decisions will be important. Lengthy speculation about possible changes to property taxation can cause buyers and sellers to delay their plans while they wait for greater certainty.
What Does This Mean For Kent?
Across Sittingbourne, Faversham, Sheerness, Minster, Rainham, Walderslade and the surrounding areas, motivated buyers are still looking for their next home.
The summer market may be more competitive, but well-presented properties with realistic asking prices are continuing to generate viewings and offers.
National figures can provide a helpful overview, but they cannot tell you exactly what is happening on your road or how much your particular home could achieve. Local demand, property type, condition and the availability of similar homes will all influence its value.
Working with an experienced estate agent in Kent can help you understand these factors and create a marketing strategy based on current local evidence rather than national headlines alone.
Thinking Of Selling Your North Kent Home?
If you are considering moving, an accurate property valuation can help you understand your home’s position in the current market and decide on the right next step.
Book your free, no-obligation property valuation in Kent with Quealy & Co.
Alternatively, call 01795 429836 or email hello@quealy.co.uk to speak with our experienced local team.
Source: Rightmove House Price Index, July 2026.
