“New to the Market” in January?

What Sellers Should Watch Out for in the New Year

Every January, the property market resets.

Buyers return after Christmas, portals fill up, and suddenly there’s a surge of homes labelled “new to the market”.

But here’s the question sellers should be asking:

Are they really new — or simply re-labelled?

At SA Property, we believe the New Year is the perfect time to talk about what “new” actually means, and why it matters to your sale.

Why January sees so many “new” listings

The start of the year is a natural reset point. It’s common for:

• Unsold properties to be withdrawn before Christmas

• Agents and sellers to regroup

• Marketing to restart with fresh energy

There’s nothing wrong with this. A well-planned relaunch in January can be very effective.

The issue isn’t relaunching — it’s how it’s described.

When “new to the market” becomes misleading

If a property was already marketed last year and didn’t sell, describing it as:

• “New to the market”

• “Brand new listing”

can give buyers the wrong impression.

Many buyers interpret “new” as:

• The price hasn’t been tested

• Demand hasn’t yet been explored

• They’re seeing it before anyone else

In reality, that may not be the case — and that’s where problems start.

Why accuracy and compliance matter

Estate agents are legally required to market property in a way that is clear, accurate and not misleading.

This falls under UK consumer protection legislation and is enforced by organisations such as Trading Standards.

Even well-intended wording can become an issue if it creates a false impression — particularly at a time of year when many properties are being reintroduced.

Why this matters to you as a seller

Misleading marketing rarely helps a sale.

In fact, it can:

• Make buyers cautious when they realise a property has been listed before

• Undermine confidence in the asking price

• Lead to tougher negotiations

• Extend time on the market

Today’s buyers are more informed than ever. Many monitor portals closely and remember properties they’ve already seen.

Honest marketing builds trust — and trust drives stronger offers.

What sellers should look out for this January

As the New Year listings appear, it’s worth asking your agent:

• Has my property been marketed before?

• If so, how will it be described this time?

• What has genuinely changed since the last launch?

Clear, compliant wording includes:

• “Re-launched with a revised price”

• “Back on the market following improvements”

• “Now repositioned for today’s market”

These phrases are transparent, accurate and effective — without misleading buyers.

Our approach at SA Property

We don’t believe in relabelling for the sake of it.

If a property is relaunched in the New Year, we explain:

• Why it’s being reintroduced

• What’s changed

• How that benefits the sale

This approach protects sellers, reassures buyers, and creates a stronger foundation for negotiation.

Final thought

As January unfolds, you’ll see plenty of properties described as “new”.

Some genuinely are.

Others… deserve a closer look.

If you’re selling, the best question you can ask isn’t “How new does it sound?” —

it’s “How accurate is it?”

If you’d like advice on relaunching your property properly and compliantly in the New Year, we’re always happy to help.