“Time on market” is one of those stats that can make or break an estate agent’s reputation. Sellers care about it. Buyers use it to spot price drops. And agents? We watch it like a hawk – especially when comparing notes with our competition.
But in 2025, what does the data really say about how long properties are taking to sell across the UK? And what can it tell us about estate agent performance – beyond just fast or slow?
We’ve analysed national statistics, Zoopla and Rightmove data, and agent CRM benchmarks to uncover the real story.
Here’s what the numbers reveal – and how to use them to improve your marketing and stand out.
Table of Contents for Time to Sell in 2025: What the Numbers Reveal About Agent Performance Nationwide
1. The National Average: 55 Days to SSTC
According to TwentyEA’s Q2 2025 data:
- UK-wide average time to go SSTC: 55 days
- That’s up from 47 days in the same period in 2023
- The pandemic ‘rush to buy’ era is firmly behind us
What this means: Buyers are cautious, taking longer to commit. Mortgage approval times are slower. And pricing expectations haven’t always caught up with reality.t and opens the door to meaningful negotiations.
2. Big Regional Variations
Here’s how it breaks down by region:
| Region | Avg Days to SSTC |
| South East | 58 days |
| London (outer) | 61 days |
| West Midlands | 52 days |
| Yorkshire & Humber | 48 days |
| North West | 46 days |
| Scotland | 43 days |
| Wales | 49 days |
Why the difference?
London remains price-sensitive with cautious buyers.
More competitive pricing in the North and Scotland.
Hybrid work hubs still attracting demand.
3. Property Type Matters – A Lot
According to Zoopla:
- Detached homes: average 63 days
- Flats: average 60 days
- Semi-detached: 51 days
- Terraced homes: 47 days
Terraced homes and semis remain popular with first-time buyers and downsizers – typically quicker to sell.
New builds with incentives are moving fastest (often sub-40 days, especially under £300k).
4. Agent Performance Ranges Wildly
CRM benchmarks (Reapit & AgentOS) show:
- Top 10% of agents: SSTC within 28–35 days on average
- Bottom 20%: averaging 65–80+ days
It’s not just the market – it’s the marketing. too.
5. Pricing Accuracy = Faster Sales
Agents who price within 3–5% of final sale price typically:
- Go under offer 2 weeks faster
- Have fewer fall-throughs
- Receive more competitive bids
Vendors may push for higher asking prices, but smart pricing sells – and faster sales build reputation.
Show pricing examples in your marketing:
“Listed at £425,000 – sold in 16 days for £420,000”
6. Time on Market Impacts Perceptiont
SeProperties still live after 60+ days:
- Are 42% less likely to get full asking price
- Get 35% fewer views per week
Buyers assume:
- Something’s wrong
- It’s overpriced
- The seller is desperate
Use urgency in your copy – and be ready to re-market with fresh imagery or angle if a listing drags. More advice: Office Space Not Getting Enquiries? Your Digital Marketing Might Be the Problem
7. Digital Marketing = Faster Deals
Agents using:
- Facebook ads
- Google PPC
- Retargeting and email nurture campaigns
…are seeing significantly faster SSTC times. Why?
- More initial eyes on listings
- Higher lead volume
- Better engagement with warm buyers
Data from Meta Business Manager (2025):
- Average campaign with £150 ad spend + video walkthrough = 17% higher enquiry rate
See: The 2025 Estate Agent’s Digital Marketing Playbook
8. Professional Photography + Video Drives Speed
Homes with:
- Professional photos: 25% faster to SSTC
- Video walkarounds or reels: 34% more enquiries
Agents who use short-form content (especially Instagram and TikTok Reels) report higher engagement and faster bookings for viewings.
If you’re not using video yet, you’re behind.
9. The Role of Portals Is Shrinking (Slightly)
While portals still drive majority traffic:
- Google Search is rising as a source of first contact
- 1 in 5 leads now come from a non-portal landing page
- Direct-to-agent website enquiries are up 18% YoY
Local SEO, content marketing and paid search are becoming just as important as your Zoopla and Rightmove listings.📌 Learn more: SEO for Estate Agents: How to Rank First in Your Local Area (and Stay There)
10. The Best Agents Are Setting Expectations Clearly
Top-performing agents:
- Tell vendors the realistic time to sell (not the fantasy)
- Update regularly with performance stats (views, saves, feedback)
- Reassess after 21-30 days if no strong interest
Vendors want honesty and action – not silence and excuses.
Consider weekly report emails or WhatsApp updates: “Here’s what’s happening, and here’s what we recommend.”
Final Thoughts: Time to Sell Tells the Whole Story
In 2025, selling a home is rarely instant – but it can be efficient.
What the data shows is this:
- Fast sales come from accurate pricing, strong marketing, and digital-first thinking
- Time on market is as much about agent strategy as it is market conditions
- Vendors care more about pace and process than ever before
Want help reducing your average time to SSTC? Our team at The Property Marketers builds content, ad campaigns and SEO strategies that bring listings to life – and get them sold.
Because in a slower market, speed is your competitive advantage.