Generating key takeaways...
The proportion of homes sold off-market in England and Wales has fallen from 17.8% to 11.4% between 2022 and 2024, signalling a shift back towards traditional marketing as the market recalibrates amid rising supply and changing buyer behaviour.
More than one in six homes sold in England and Wales between 2022 and 2024 changed hands off-market, bypassing traditional public listings such as property portals, estate agent websites, or auctions. According to new data from property analytics firm TwentyEA, 15.8% of residential property transactions over this three-year period were completed discreetly through private networks, direct approaches, or agents working from existing buyer lists. However, this off-market activity has been declining, dropping from 17.8% of sales in 2022 to 11.4% in 2024, marking a notable shift back towards conventional marketing strategies in a market that is recalibrating following a period of heightened buyer competition.
This contraction in off-market sales, as executive director Katy Billany of TwentyEA explained, aligns with an increase in supply and adjustments in interest rates that encouraged more sellers to list their properties publicly. Supply grew by 10% in 2024 compared with the previous year, and with successive reductions in interest rates, sellers are increasingly relying on professional marketing—including quality photography, comprehensive portal exposure, and active promotion—to secure sales in what is becoming a buyers’ market. The average time for a property to go under offer now stands at 77 days, the longest period in five years, adding pressure on sellers to maximise market visibility rather than restrict access through off-market deals.
The data further reveal a stark divide at the £1 million price threshold. Properties priced below £1 million are seldom sold off-market—just 6.7% of these transactions—highlighting the importance of wide exposure to attract a price-sensitive buyer pool. Conversely, for properties above £1 million, off-market sales represent 20.1%, reflecting the high-end market’s preference for discretion, limited viewings, and exclusivity. This bifurcation underscores two distinct residential markets: one public and competitive, the other private and driven by exclusivity, where privacy and discreet access are prioritised.
The broader housing market displays mixed signals. While off-market sales decline, overall market activity remains slightly above 2024 levels. The supply of new instructions rose by 1.7% in the last quarter compared with the previous quarter, and volumes of sales agreed increased by 3.2%, reflecting stable buyer interest. The surge in exchanges seen early in 2024—prompted by buyers rushing to complete purchases ahead of stamp duty changes—has now normalised. Yet, price reductions continue to dominate market trends, with 919,000 recorded this year, the highest on record and 16% higher year-on-year. Notably, 38.7% of concluded listings experienced at least one price reduction, with the most pronounced rise among properties priced over £1 million where reduction rates climbed by 3.1%. Regionally, while price reduction levels ease in northern areas, they intensify in London and the South, with Inner London particularly weak, registering a 3.0 percentage point increase in reductions.
Supplementing these findings, official UK House Price Index reports for Wales reveal a downward trend in property transactions over the past year, with an 18.7% decrease from October 2023 to October 2024. Similarly, data points to a 13.2% drop in overall property sales in Wales between September 2024 and August 2025. The majority of sold properties in Wales fall within the £150,000-£200,000 price range, with most transactions involving established homes rather than new builds. Average prices across different property types in Wales vary notably, with detached homes averaging around £328,000 and flats or maisonettes about £147,000 as of mid-2024.
In contrast, other regions in the UK have shown resilience, with reports from IFA Magazine noting the strongest housing market start in three years, including a 12% rise in new sales agreed compared to 2024. Regional disparities persist, however, with house prices rising by 3.2% in the North West and 1.1% in South East England over the year, revealing a geographically varied recovery and buyer demand pattern.
Taken together, these insights portray a housing market in flux. Off-market sales, once a notable hallmark of exclusivity and high-net-worth transactions, are receding as sellers increasingly embrace full market exposure amid moderating economic conditions. Meanwhile, the divergent trends between regional market performances and the stark contrast between price bands highlight the complexity facing buyers and sellers alike as they navigate a market balancing recovery, affordability, and changing consumer behaviours.
📌 Reference Map:
Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
10
Notes:
The narrative presents recent data from TwentyEA, published on 15 October 2025, indicating a decline in off-market property sales in England and Wales from 17.8% in 2022 to 11.4% in 2024. ([propertyindustryeye.com](https://propertyindustryeye.com/one-in-six-homes-sold-off-market-new-data-reveals/?utm_source=openai)) This suggests the content is fresh and original.
Quotes check
Score:
10
Notes:
The direct quote from Katy Billany, executive director of TwentyEA, is unique to this report and does not appear in earlier publications. ([propertyindustryeye.com](https://propertyindustryeye.com/one-in-six-homes-sold-off-market-new-data-reveals/?utm_source=openai)) This indicates the content is original.
Source reliability
Score:
9
Notes:
The narrative originates from Property Industry Eye, a reputable UK property news outlet. The data cited is from TwentyEA, a known property analytics firm. While the source is reliable, the absence of direct links to the original TwentyEA report slightly reduces the score.
Plausability check
Score:
10
Notes:
The decline in off-market property sales aligns with broader market trends, such as increased supply and interest rate adjustments. The data is consistent with other reports from TwentyEA, indicating the narrative’s claims are plausible. ([propertyindustryeye.com](https://propertyindustryeye.com/one-in-six-homes-sold-off-market-new-data-reveals/?utm_source=openai))
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative presents fresh and original data from a reliable source, with unique quotes and consistent findings, indicating a high level of credibility.
