Is Offering 10% Below Asking Price Insulting? A UK Agent's Answer

Quick answer

Offering 10% below the asking price is not insulting in itself. What offends sellers is an offer that looks random. If your figure is backed by recent sold prices, the time the property has been listed, or work that needs doing, most sellers and agents will treat it as a serious opening position.

I've run an estate agency for years, and the low offers that get rejected out of hand are almost always the ones with no explanation attached.

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When a 10% offer is reasonable

A 10% offer is easier to justify when one or more of these is true:

• Comparable sales are lower. Similar homes nearby have sold for close to your figure in the last 6–12 months.
• The property has been on the market a long time. Listings that have sat for several months often have more room to negotiate.
• There have already been price reductions. A reduction tells you the original price didn't attract buyers.
• It needs work. A dated kitchen, an old boiler, damp or a roof issue all have real costs you can quote.
• The price per square foot is high. If the asking price works out well above the local £/sq ft average, you have a measurable argument.
• You're a strong buyer. Chain-free, mortgage agreed in principle, or a cash buyer — sellers value certainty.

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When a 10% offer is likely to backfire

• The property has just come onto the market and has lots of viewings booked.
• Similar homes are selling quickly at or above asking.
• The asking price is already in line with recent sold prices.
• You're in a chain or haven't arranged a mortgage yet.

In these situations a 10% offer can make the seller less willing to deal with you later, even if you raise it.

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How to word a 10% below asking offer

Put your offer in writing (usually by email to the agent) and include:

1. Your figure — a specific number, not a percentage.
2. Your evidence — two or three comparable sales with addresses, dates and prices.
3. Any costs — work needed, with rough quotes if you have them.
4. Your position — chain status, mortgage agreement in principle, deposit and timescales.

Example wording:

"We'd like to offer £315,000 for 12 Example Road. Recent sales of similar three-bed semis on the road were £312,000 (May) and £320,000 (July), both in better condition. The boiler is around 20 years old and the windows need replacing. We are chain-free with a mortgage agreement in principle and can move within 12 weeks."

That reads as a considered offer, not a lowball.

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What if they say no?

A rejection is normal and is not the end of the negotiation. Ask the agent:

• What figure would the seller consider?
• Have there been other offers?
• How flexible are they on timing?

Then move up in small, deliberate steps. For a structured approach to this, see our guide on how much below asking price you should offer.

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Check the evidence before you offer

Whether 10% is fair depends entirely on the property and the local evidence. An Offer Smart report pulls together comparable sold prices, £/sq ft, time on market and a suggested offer range in one place, so you know whether your 10% is justified before you send it.