How I set an asking price in Ealing

Cleveland Park: a £1.75 million asking price

In October 2023, I advised on the sale of a five-bedroom home in Cleveland Park, W13. It was a probate sale, with the executor travelling from overseas. A vetted buyer and confidence in the transaction were priorities.

The home needed extensive renovation. Its location was a significant part of the proposition: backing onto Cleveland Park, a short walk from Pitshanger Lane and with easy access to Ealing Broadway.

My October 2023 research showed around half of recorded detached listings in the relevant Ealing price bands under offer or sold subject to contract. I considered that evidence alongside the location and the work required. Together, they supported my recommendation to launch at an asking price of £1.75 million and maintain a firm negotiating position.

I shared the market evidence with buyers, helping them assess what the home offered alongside the renovation needed. I also advised launching while probate progressed, taking account of probate and Land Registry timescales.

Following interest from multiple bidders, a sale was agreed in November 2023 with an upsizing buyer who had a related sale. Completion followed in September 2024.

The evidence behind the recommendation

I assess competing homes and completed sales, considering accommodation, condition, location and the alternatives available at a similar price.

I also examine activity within the relevant property type and price band. The proportion of listings under offer or sold subject to contract provides a snapshot at the report date. I interpret it alongside the evidence for your particular home.

Your target price helps me understand whether the move is viable. I test it against that evidence and explain any gap before you commit to marketing.

Personal involvement keeps the advice informed

I deliberately limit my instructions so I can handle viewings and buyer conversations personally. That gives me a direct understanding of buyers’ circumstances, the alternatives they are considering and their response to your home.

Each week, I assess the campaign against wider market activity. I explain where I believe we should hold our position and where I recommend a change, with the reasoning behind it. We agree how to proceed together.