Seasonal selling secrets: When property features sell best

Why timing matters when listing a property

When it comes to listing a property, timing matters. Property prices can fluctuate significantly throughout the year depending on specific features and understanding these seasonal trends can give you an advantage.

Sellers could make tens of thousands more by listing homes with certain features at the right time, while buyers may save on properties with these features when demand is lower.

Our study, based on recommended asking prices of over 100 UK estate agents, reveals just how much certain features can add to a property’s asking price when sold in-season, and how these insights can help agents deliver better outcomes.

Are homebuyers swayed by the seasons?

Our survey of 1,000 UK homeowners reveals that nearly half of buyers would be willing to pay more for certain features if they’re purchasing in the right season. For example, 48% said they’d pay more for a swimming pool in the summer, while 49% would be persuaded to spend extra on a home with a well-kept garden or air conditioning during warmer months.

The trend holds in winter as well. Over a third of buyers (38%) said they’d pay more for a home with a traditional fireplace and 41% would increase their budget for energy-efficient features like insulation or double glazing. One in four (26%) also placed extra value on a kitchen with an Aga-style range cooker during colder months.

Among buyers who purchased a home in spring or summer, 65% admitted they were especially drawn to certain features due to the season and 47% of winter buyers said the same. Of those who were swayed by seasonal appeal, a striking 85% believed they paid more as a result, often due to heightened demand. In fact, 47% of all buyers estimated they spent an extra £27,000 on average because of the time of year they purchased.

Features heating up summer sales

Our analysis shows that several features consistently add more value during the warmer months. For example, a south-facing garden boosts a home’s value by 1.8% in summer - an uplift of £5,832 based on the average UK three-bed home.

Balconies, pools, and outdoor entertainment spaces also see heightened demand. A swimming pool can add £5,897 (1.82%), a hot tub adds £2,819 (0.87%) and air conditioning can lift value by £4,925 (1.52%) when sold in summer.

Homes with multiple outdoor or seasonal features, such as gardens, pools, AC and alfresco areas, could fetch around £22,000 more when marketed during the warmer months.

The top 5 features which add the most value in summer

Winter features buyers warm to

When temperatures drop, cosy features take centre stage. A traditional or wood-burning fireplace can add £4,568 (1.41%) in winter. An Aga-style range cooker adds £3,337 (1.03%), while underfloor heating and good insulation offer similar value increases.

Buyers are also prioritising energy efficiency, with features like double glazing and well-insulated homes commanding higher prices in winter.

The top 5 features which add the most value in winter

Seasonal selling advantages

Our data shows that timing can significantly impact a property’s final sale price, with certain features adding far more value when listed at the right time of year.

For agents, this insight is powerful. Advising sellers on the best season to market their home and knowing which features take the spotlight, can help you unlock added value.

Using seasonal trends to guide marketing strategies can not only lead to better outcomes for your clients, but also position you as a knowledgeable, results-driven agent, helping you win more instructions and build long-term trust.