Slide deck: Market landscape for estate agency in 2026

It was a pleasure to speak at The Negotiator Conference & Awards in London at the end of last year. Sharing the stage with industry leaders and connecting with the agency community is always a highlight of the year.

In my keynote speech ‘Market landscape for estate agency in 2026’, I shared the latest data insights that we believe will define the next 12 months.

For those who couldn't attend or who want a refresher, I’ve attached the slides below and summarised the key themes we discussed for the year ahead.

Download my Market Landscape slide deck (PDF, 224kB)

Please note that we’ve revised some of the presentation’s forecasts in recent weeks, based on the latest data. See our latest House Price Index for our updated expectations for 2026.

2026 outlook: At a glance

Sales market: A £1bn commission pipeline

The 2026 sales market was characterised by a significant rebuilding of the sales pipeline. We have entered the year with the largest sales pipeline in 4 years, representing more than £1bn in potential sales commission.

2 in 5 consumers are currently “watching” or “in” the market, but value and price are central to decisions. Converting this interest and winning instructions requires agents to move beyond listings toward deep engagement. This is where the Zoopla homeowner ecosystem becomes a critical partner, capturing prospects earlier and delivering them as high-intent leads to our partners.

First-time buyers continue to drive the market, accounting for 40% of all sales in 2025. However, the lack of churn in entry-level stock means it’s harder work to find homes for these motivated buyers.

House price inflation remains muted at 1-3% but there is no single UK market, with significant divergence across the country. Southern England is feeling the drag of affordability and stamp duty costs much more acutely than more affordable northern markets. 

As such, hyper-local awareness is even more vital in 2026. It was great to hear our insights tools are central to many of your client conversations, with data from MarketView, Comparables Reports and Property Valuation Reports helping you win in the living room.

Find out more about the £1bn opportunity

Lettings market: Revenue growth vs supply challenges

While rents have surged by 35% over the last five years, boosting agency management revenues, the sector is at a crossroads.

Rental inflation for new lets is at its slowest pace in four years (2-4%). The extreme supply/demand imbalance seen in recent years is finally beginning to steady.

An early shift in strategy will benefit letting agents this year, if you haven’t already started to adapt. Tenants have more choice and less urgency, and results will depend more on listing visibility and marketing approach. I spoke to several letting agents at the Awards about their recent performance with our listing products, which are helping them secure the best tenants more quickly.

The "amateur" landlord is being replaced by professional investors who are consolidating portfolios. We expect a slow recovery in landlord acquisitions, though this remains sensitive to the ‘risk-free rate’ of return on other investments.

With the complexity of the Renters' Rights Act now fully in play, the value of professional letting agency is set to increase by 4-6% this year as landlords seek compliance and stability.