FOR IMMEDIATE RELEASE
28 August 2025
Overpricing by Sellers Slows Down South Africa’s Property Market
By Jonathan Acutt, Managing Director – Acutts Real Estate
Sellers of residential property in South Africa who cling to inflated notions of their home’s market value are contributing to a slowdown in the residential property market. This, despite professional valuations and thorough Comparative Market Analyses (CMAs) offered by Property Practitioners, some sellers continue to overprice their homes, often with damaging results.
“The greatest challenge facing Property Practitioners today is persuading sellers to price realistically,” says Jonathan Acutt, Managing Director of Acutts Real Estate. “Overpricing creates unnecessary delays, adds stress, and in many cases, costs sellers more in the long run.”
The Problem With Overpricing
Professional Property Practitioners take considerable care to ensure their valuations are accurate and based on hard evidence. CMAs are backed by recent sale prices of nearby, similar homes, as well as data on comparable properties currently listed.
Yet, according to Acutt, too many sellers ignore these facts, preferring instead to base their asking price on hearsay, personal opinion, or casual conversations around the dinner table.
“Everyone wants to maximise their return, but unrealistic pricing has the opposite effect,” he explains. “It often results in homes sitting unsold for months, only to eventually sell for less than they would have if priced correctly from the outset.”
The Hidden Cost of Overpricing
When a home lingers on the market, it develops what agents call a “non-selling stigma.” Potential buyers begin to wonder why the property hasn’t sold, suspecting hidden problems, even when none exist. This can discourage offers or push buyers to negotiate aggressively below market value.
Additionally, overpriced properties generate fewer viewings and prolong the selling process, adding stress for homeowners who endure months of open houses and buyer visits without results.
Market Timing Matters
Even realistically priced homes in 2025 are taking longer to sell, typically between four and eight weeks, as buyers are carefully weighing their options. An inflated price tag only extends this process unnecessarily.
“The key to a successful sale is positioning your home competitively from day one,” Acutt advises. “Homes priced correctly attract strong interest early on, which increases the likelihood of a quicker sale and a better final price.”
Advice for Sellers
· Trust the data from professional CMAs rather than emotional or anecdotal pricing.
· Understand that time on the market reduces value—not increases it.
· Work with an experienced Property Practitioner who can market and price your home effectively from the start.
Bottom line: Overpricing may feel like a strategy to “leave room for negotiation,” but in reality, it often backfires. Correct pricing is the fastest, least stressful way to achieve the best possible result in today’s market.
Media Contact:
Ashleigh Perry-Steenkamp
Head Office Manager – Acutts Real Estate
marketing@acutts.co.za | +27 (0)31 396 2969
