National average asking prices slipped in 2025, but more affordable areas recorded double‑digit increases
Some of the largest rises in asking prices during 2025 were recorded in cheaper parts of the UK housing market, new figures from Rightmove has indicated.
The property portal’s analysis, drawn from millions of data points on prices, supply and demand, shows that affordability played a central role in last year’s price movements. Of the 50 locations with the strongest growth in average asking prices, 43 had values below the current national average of £368,031.
Across these top 50 locations, the typical asking price stood at £270,711 – around 26% lower, or close to £100,000 less, than the overall national figure.
Hawick in Roxburghshire, in the Scottish Borders, saw the sharpest increase in advertised prices in 2025, with the average asking price up 18% to £148,633. Durham ranked second, with a 15% rise taking average asking prices to £251,339, while Stannington in Sheffield placed third, posting a 12% uplift to £264,078.
By contrast, the national average asking price at the end of 2025 was 0.6% below the level recorded at the end of 2024.
Scotland featured most prominently in the price growth list, accounting for 12 of the top 50 locations. The North West and Yorkshire & the Humber each contributed eight markets to the ranking. London, where the typical asking price is £679,782 – the highest in Great Britain – did not have a single area in the top 50 for annual asking price growth.
Rightmove’s review also points to the continued appeal of suburban locations with straightforward access to major cities. Among the 10 strongest-performing markets in 2025 were areas on the fringes of Sheffield, Liverpool, Newcastle, Hull and Glasgow, alongside the city of Durham itself.
The analysis suggests that, as more employers require staff to attend the office more regularly, buyers are seeking a balance between lower house prices and manageable commuting times. Many of the fastest-growing markets are also close to universities or large NHS trusts, underlining the role of employment and services in underpinning demand.
“There is typically a larger pool of buyers who are looking to move within more affordable price bracketss,” said Colleen Babcock (pictured right), property expert at Rightmove. “Therefore, locations with more homes that fall under the average asking price can see more demand from buyers, and that underpins house price growth in those areas.”
Mary-Lou Press, president at NAEA Propertymark, said Rightmove’s analysis reflects what Propertymark agents have been reporting on the ground throughout 2025.
“Buyer demand continues to be strongest in areas where homes remain comparatively affordable, particularly in locations that offer good transport links, access to employment, and proximity to key services such as schools, universities, and hospitals,” she said.
“While national average asking prices have softened slightly, the growth seen in lower-priced markets highlights how stretched affordability remains for many buyers. As a result, purchasers are adjusting their expectations on location and prioritising value for money, which is driving increased competition and price growth in these areas.”
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