How the 27.6% Saleability Drop in the Twickenham Property Market

Published: 21/12/2023 By Chris Watkin

The Twickenham housing market, like many others, has experienced a notable shift in 2023. The percentage of home sales agreed and moved (completed) compared to those withdrawn from the market unsold has decreased relative to 2022.

Looking at independent data for the Twickenham area (TW1 and TW2) In 2022, 49.2% of properties that left the books of Twickenham estate agents agreed a sale, exchanged contracts, and the owners moved home (812 Twickenham area properties exchanged and completed vs 836 properties that withdrew from the agent’s books, unsold).

In 2023, 35.6% of properties that have left the books of Twickenham estate agents agreed a sale, exchanged contracts, and the owners moved home (532 Twickenham area properties exchanged and completed vs 960 properties that withdrew from the agent’s books, unsold up to the 20th of December 2023), meaning there has been a 27.6% proportional reduction in the saleability of Twickenham homes between 2022 and 2023.

It's interesting to compare that with the outer London regional and national stats for both years. In outer London, 57.42% of properties were exchanged, completed, and moved in 2022, compared to 43.88% in 2023, a drop of 23.6%. Nationally, 65.55% of properties were exchanged, completed, and moved in 2022 compared to 52.39% in 2023, a decline of 20.1%.

This could raise concerns among Twickenham homeowners and potential sellers. As a seasoned estate agent in Twickenham, I have observed these trends closely and offer insights into this phenomenon and strategies to enhance your home's saleability in 2024.

Understanding the Dip in Saleability in Twickenham

Economic Influences: much like the rest of the UK, Twickenham has been subject to financial pressures such as inflation and Bank of England interest rate increases. These factors have affected buyer affordability, leading to a more cautious approach to home purchasing.

Market Saturation and Buyer's Market: 2023 saw a surge in Twickenham properties on the market. This increase changed the Twickenham property market from a strong seller's market to a balanced market or even a buyer's market in some parts of Twickenham throughout 2023, where the availability of choices led to a more selective purchasing behaviour.

Changing Buyer Preferences: In Twickenham, buyer preferences have evolved. There's a growing demand for properties that offer flexible living spaces, energy efficiency, and modern amenities, which not all available homes meet.

Local Economic and Social Factors: Twickenham's local economic and social developments, such as job market shifts and community developments, have also played a role in influencing the housing market dynamics.

Six Tips to Maximising Your Twickenham Home's Saleability in 2024

Twickenham properties are still selling, yet not at the rate they were in 2021 and 2022.
Just over 7 out of 20 Twickenham people in 2023 have sold and moved (i.e., the 35.6% figure mentioned above). If you want to avoid being in the 13 out of 20 Twickenham people who were unable to sell and move this year, there are some things that you can do to stack the cards in your favour.

To start with, the saleability levels in Twickenham in 2023 are very similar to the saleability rates between 2014 and 2019.
1. Strategic Pricing: Understanding the Twickenham market is critical. Homes priced correctly from the outset are more likely to attract serious buyers. This requires a deep understanding of the local market trends, something a knowledgeable estate agent can provide.

2. Tailoring to Buyer Preferences: Align your Twickenham home with current trends. This could mean investing in creating flexible work-from-home spaces, upgrading energy systems, or modernising key areas like kitchens and bathrooms. However, before you start spending tens of thousands of pounds on this, please do pick up the phone so I can give you the best advice for the type of property you own in Twickenham. I have lost count of the number of times I've seen a Twickenham homeowner spend money on the wrong things without advice, only to find the money they spent did nothing for the value of their home nor made it more saleable.
3. Effective Marketing: Utilise a comprehensive marketing strategy that includes high-quality photography, possibly virtual tours, and leveraging online social media and portals. As experts in the Twickenham property market, we can target the correct demographic and present your home in its best light.

4. Preparing for Viewings: First impressions matter. Ensure your Twickenham home is well-presented, clean, and decluttered. We can offer personalised advice on the presentation of your home to appeal to potential buyers.

5. Flexibility and Negotiation: Be prepared for negotiation and show flexibility in terms of viewing times and conditions of sale. This approach can make your property more appealing compared to others on the market.

6. Capitalising on Local Knowledge:
Twickenham's unique charm and amenities should be highlighted. As a local market expert in the town, I can help showcase these aspects effectively to potential buyers.

The decrease in the saleability rate in Twickenham reflects broader economic trends and evolving buyer preferences. However, with the right approach and strategies, selling your home in 2024 can be a realistic and successful endeavour.
By understanding the Twickenham market, pricing strategically, aligning with buyer preferences, and utilising effective marketing and presentation techniques, you can significantly enhance your chances of a successful sale.

As a Twickenham property market expert, we offer more than just transactional advice; we provide insights into what makes our local Twickenham market tick.
By partnering with a knowledgeable estate agent, you can confidently navigate these challenging times and maximise your chances of a successful home sale in 2024.