New research from Confused.com shows that nearly one in four (23%) UK homeowners have walked away from their dream home during the viewing process. For agents, each of those buyers represents a viewing that went nowhere and a sale that did not progress.
The survey of 2,000 UK homeowners, carried out by OnePoll between 28 September and 5 October 2026, points to money as the main reason. Of those who walked away, 40% cited the asking price, 31% said there was too much to renovate and 29% were put off by high repair costs. A further 27% withdrew after a survey found major structural problems.
Not every reason was financial. Around one in six (16%) found the seller too difficult to deal with, and the same share could not look past the decoration.
First-time buyers are the most likely to walk away
First-time buyers were more likely to have walked away (28%) than those who had owned a home before (19%). Repair costs weighed heavily on them. Of the first-time buyers who walked away, 40% were worried about repair costs, around double the share of previous owners (19%).
These buyers can have less room in their budget for an unexpected bill soon after moving in.
What buyers will not compromise on
More than half of homeowners said the size and number of rooms (58%), structural integrity (55%) and a dedicated parking space or driveway (52%) were non-negotiable. Inside the home, natural light (46%), a downstairs toilet (39%) and a bathtub (33%) topped the list. More than twice as many wanted separate living spaces (26%) as open-plan living (12%).
Even so, 56% of homeowners compromised on something, most often size (15%), move-in condition (12%) and budget (12%). Only 4% compromised on flood risk or structural integrity.
Buyers want more information before they offer
Around a third (34%) of homeowners wish they had looked into a property more thoroughly before making an offer. The gaps they named most often were maintenance and repair costs (18%), structural survey findings (14%) and local amenities (11%).
Home insurance is often left late. Only 30% checked the cost before making an offer, and 17% of those who took out cover found it more expensive than expected.
Matthew Harwood, home insurance expert at Confused.com, said: "Most of the costs that catch buyers out are visible at the viewing if you know where to look."
His advice to buyers is to build those costs into their offer: "Costs like an ageing boiler or roof will usually fall to you, so whatever you find at the viewing, factor the cost of repairs into your budget and your offer, and don't be afraid to negotiate."
What agents can take from the research
Much of what puts buyers off can be dealt with before the first viewing takes place.
- Price on evidence. With 40% of those who walked away citing the asking price, an evidence-based valuation agreed at instruction gives the sale its best chance.
- Have the answers ready. Buyers want to know the age and service history of the boiler, the condition of the roof, the council tax band and whether the property has ever flooded. Material information guidance already expects listings to show the council tax band, heating, parking and, where relevant, flood risk. Gathering the rest at instruction means fewer surprises later in the sale.
- Talk to sellers about presentation. Decoration put off 16% of those who walked away. Small repairs and a neutral finish before launch can remove an easy objection.
- Support first-time buyers. A viewing checklist, the offer of a second viewing and encouragement to get a survey and insurance quote early can help a cautious buyer stay with a purchase.
- Make the non-negotiables easy to see. Room sizes, parking and natural light are what buyers screen for, so floorplans, measurements and photographs should show them clearly.
Every buyer who walks away after a viewing costs an agent time, while every sale that holds together is a fee earned. The Guild of Property Professionals supports its Members with compliance guidance, training and marketing tools that help them get this information right at the start of every instruction.
To find out how The Guild supports independent agents, apply to join The Guild.
