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Clarke Gammon – Estate Agents in Guildford, Haslemere & Liphook
Sunshine, football, politics – and why realistic pricing now matters more than ever
The summer property market often has a rhythm of its own. Once schools begin to break up, holidays are booked, gardens become more appealing than viewings, and the pace can naturally ease compared with the spring.
This year, however, that seasonal slowdown has been more noticeable.
The latest Rightmove House Price Index reports that the average asking price of newly listed homes fell by 1.0% in July, down £3,832 to £372,359. A fall in July is not unusual, but this was larger than the typical July dip of around 0.2% seen over the past ten years.
Confirmed by our experience locally, Rightmove points to a combination of factors: the summer holiday season, unusually hot weather through May, June and July, the distraction of the World Cup, and the added political uncertainty of a change of Prime Minister.
That combination has certainly made some buyers pause. But pause is the important word. This is not a market where serious buyers have disappeared. It is a market where they are taking more time, comparing more carefully, and expecting sellers to be realistic.
That distinction matters.
Asking prices are not the same as sale prices
It is important to remember that Rightmove’s index measures asking prices of newly listed homes. It does not measure the final price agreed between buyer and seller.
A fall in asking prices does not automatically mean homes are selling for significantly less. In many cases, it suggests that sellers are adjusting to the market earlier, pricing more sensibly from launch rather than testing an ambitious figure and reducing later.
In the current market, that is generally a wise approach.
Buyers have more choice than they have had for some time. Rightmove says the number of available homes for sale is only slightly below last year but still very close to a 12-year high for this time of year. When buyers have choice, they are less likely to rush. They compare similar homes, look more closely at value, and move decisively only when the property and price feel right.
Across Guildford, Haslemere and Liphook that is exactly what we are seeing.
Guildford: buyers remain active, but value is being tested
Guildford remains one of Surrey’s strongest and most desirable markets. Its appeal is not difficult to understand: excellent schools, a thriving town centre, the mainline station, the university, the Royal Surrey County Hospital, nearby countryside and good access to London.
Areas such as Merrow, Burpham, Onslow Village, Pewley Hill, St Catherine’s, Charlotteville and around Guildford town centre continue to attract serious interest. Homes close to favoured schools, green space, the Downs or the station remain particularly popular.
However, buyers are now more analytical.
They know what else is available. They know how long similar homes have been on the market. They understand what higher mortgage rates mean for monthly repayments. A well-presented home launched at the right price can still generate strong attention, but an over-ambitious guide price is much more likely to be challenged.
The latest ONS data gives useful background. Guildford’s average house price was £525,000 in April 2026, down 3.9% compared with April 2025. That does not mean demand has vanished; rather, it reflects a market where affordability has become more important, particularly in higher-value southern locations.
Haslemere: lifestyle demand still underpins the market
Haslemere often behaves differently from a purely commuter-led market. People move here for lifestyle as much as logistics.
The town’s appeal lies in its combination of countryside, station, schools, independent shops and access to the Surrey Hills and South Downs. Areas such as Grayswood, Shottermill, Camelsdale, Hindhead, Wey Hill and the roads towards Blackdown all have distinct appeal.
Buyers in Haslemere are often making longer-term decisions. They are thinking about schools, space, gardens, walking routes, home working and quality of life. Those motivations do not disappear because of a heatwave, football tournament or political headlines.
That said, buyers here are not ignoring price. In a higher-value market, even buyers with strong budgets are mindful of value. They will pay for location, character, land, outlook and presentation, but they will not reward guesswork.
ONS figures for Waverley, which includes Haslemere, show an average house price of £567,000 in April 2026, up 1.6% year-on-year. That highlights the importance of looking locally rather than relying solely on national figures. While some areas have softened, Waverley has shown relative resilience.
Liphook: practical, well-connected and quietly resilient
Liphook continues to appeal to buyers looking for a strong balance of value, space and accessibility.
The village benefits from its station, access to the A3, good local schools, surrounding countryside and proximity to both Hampshire and Surrey markets. Around Station Road, Headley Road, Longmoor Road and the surrounding villages, demand tends to be practical and family-led.
This part of the market is often driven by buyers who know what they need: more space, a manageable commute, access to schools and a better quality of life.
ONS data for East Hampshire shows an average house price of £433,000 in April 2026, down slightly by 1.2% year-on-year. That points to a market that is not overheated, but still fundamentally stable.
Heatwaves and the World Cup have affected demand – but temporarily
Rightmove’s analysis suggests the heatwaves have had a clear short-term effect. Buyer demand temporarily fell by 8% during the first heatwave in May, then by 6% during June’s heatwave, and by 4% during July’s hot spell.
That makes sense. When temperatures are high, people behave differently. They postpone viewings, delay decisions, and spend weekends elsewhere. Add the World Cup and the political backdrop into the mix, and it is unsurprising that buyer attention has been more fragmented.
But these are distractions, not permanent market changes.
The more important point is that sales are still happening. Rightmove reports that activity is lower than last year, but broadly in line with the first half of 2024. Buyers are still moving when the property is right and the price is compelling.
The first asking price is now critical
One of the most important findings from Rightmove is that nearly three-quarters of homes that have successfully sold and completed this year did so without an asking price reduction.
That is a powerful statistic.
It tells us that the best-performing homes are not necessarily those that start high and reduce later. They are the homes that come to market correctly positioned from day one.
Rightmove’s analysis also shows how costly overpricing can be. Homes that require an asking price reduction spend an average of 127 days on the market, compared with just 36 days for homes that sell without a reduction.
That is a very clear message for sellers.
In the current market, getting the price right from the start is not conservative. It is strategic. It can generate more early interest, more viewings and a better chance of creating momentum while the property is still fresh.
Mortgage rates are offering some encouragement
Mortgage rates remain higher than many buyers would like, but there has been some improvement. Rightmove’s tracker shows the average two-year fixed rate has moved down to 4.92%, from 5.08% last month.
That will not transform affordability overnight, but it is positive. Even relatively small reductions can make a difference to monthly budgets, particularly for buyers who are close to their borrowing limits.
The bigger benefit is stability. When rates are not moving sharply from week to week, buyers can plan with more confidence. Lenders remain keen to lend, and we are not seeing the kind of restricted mortgage market that has caused more difficult conditions in the past.
Advice for sellers
For sellers across Guildford, Haslemere and Liphook the market remains positive, but it requires discipline.
The best results are likely to come from:
Accurate pricing from the outset.
Strong presentation and photography.
A clear understanding of local comparable sales.
Early legal preparation.
A realistic view of buyer expectations.
It is also sensible to instruct a solicitor early and gather key documentation before a buyer is found. Planning permissions, building regulation certificates, guarantees, leasehold details and management packs can all delay a sale if left too late.
In a market where buyers are more thoughtful, momentum matters.
Advice for buyers
For buyers, current conditions may offer opportunity.
There is more choice, less pressure than during the post-pandemic years, and in some cases more room for sensible negotiation. However, buyers should not assume that every seller is under pressure. The best homes in the best locations still attract strong interest.
If the right property appears — whether that is a family home in Onslow Village, a character house in Haslemere, or a practical village home in Liphook – preparation remains essential. Mortgage advice, a clear budget, proof of funds and a solicitor in mind can all make a buyer more credible.
Our view
The current market is not weak; it is selective.
The heatwaves, the World Cup and political distractions have taken some of the urgency out of the summer market, and sellers are having to work harder to attract attention. But people are still moving, and the underlying reasons for moving remain very real.
Guildford, Haslemere and Liphook all have strong long-term fundamentals: schools, transport links, countryside, employment, community and quality of life.
The market has changed from one where ambition was often rewarded to one where accuracy matters. That is not necessarily a bad thing. A more balanced market can be healthier for everyone.
For sellers, the message is to be realistic, prepared and well advised. For buyers, the message is to use the greater choice wisely, but be ready when the right home appears.
As ever, local knowledge matters more than national headlines.
Please feel free to contact any of our offices for an informal chat or to book a market appraisal. Why not try our instant online valuation tool to get started?
Steve Cook FNAEA Senior Consultant – Clarke Gammon
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