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Why heatwaves, summer holidays, the World Cup and the political distractions have made asking prices more realistic
The property market has had a more distracted summer than usual.
The latest Rightmove House Price Index shows that the average asking price of a newly listed home fell by 1.0% in July, down £3,832 to £372,359. A price fall in July is not unusual, but this month’s drop was much larger than the typical 0.2% July fall seen over the past decade.
Rightmove echos our experience locally across Dorset, pointing out the key reasons: the normal summer holiday slowdown, the World Cup, unusually hot weather across May, June and July, and political distraction around the change of Prime Minister.
That combination has taken some urgency out of the market. But it has not stopped the market.
Our offices in Christchurch, Southbourne, Highcliffe and Bransgore, all report that people are still moving. The pace is more measured, buyers have more choice, and asking prices need to be carefully considered – but good homes in good locations continue to attract serious interest.
This is about asking prices, not necessarily falling values
It is important to be clear about what the Rightmove figure tells us.
Rightmove is measuring the asking prices of homes newly coming to market. It is not measuring the final sale price agreed after marketing, negotiation, survey and legal work.
That distinction is particularly important in our area.
A 1.0% fall in asking prices does not mean every property in Christchurch, Southbourne, Highcliffe or Bransgore is suddenly worth less. In many cases, it means sellers are being more realistic at the point of launch.
That is a sensible response to current conditions.
Buyers have more choice than they have had for some time. Rightmove says the number of homes available for sale is slightly below this time last year, but still very close to a 12-year high for the time of year. When choice is high, buyers compare more carefully and are less likely to rush unless a home stands out.
That is what we are seeing locally.
A local market shaped by lifestyle
Our local market is not one single market. Christchurch, Southbourne, Highcliffe and Bransgore each attract different types of buyers.
In Christchurch, demand continues to be shaped by a mix of family needs, harbour access, schools and convenience. Mudeford, Stanpit, Purewell, West Christchurch, Friars Cliff and the town centre all appeal to different buyers for different reasons. A family home near Twynham School is not being judged in the same way as a coastal property near Avon Beach or a town-centre apartment.
Southbourne has its own strong identity. Buyers are drawn to Southbourne Grove, the clifftop, the beach, Tuckton and the access towards Hengistbury Head. It appeals to downsizers, younger professionals, families and lifestyle buyers who want the coast without losing convenience.
Highcliffe continues to attract buyers looking for a quieter coastal feel, with interest around Highcliffe village, Chewton Farm, the cliff top, Hinton Admiral and routes towards the New Forest. Bungalows, retirement-friendly homes and well-presented houses remain popular when sensibly priced.
Bransgore is different again. It appeals to buyers looking for space, village life, community and access to the New Forest, while still being close enough to Christchurch, Ringwood and the coast.
That variety is one of the strengths of the local market. It also means that national statistics need to be interpreted with care.
The official figures show a balanced picture
The latest ONS data for Bournemouth, Christchurch and Poole showed an average house price of £311,000 in April 2026, down 2.4% year-on-year. At the same time, average private rents rose to £1,404 per month in May 2026, up 3.7% over the year.
That tells us two things.
First, the sales market has become more price-sensitive, particularly where affordability is stretched or where buyers have similar homes to compare.
Second, demand for living locally remains strong. Rising rents are a sign that people still want and need homes in the area, particularly well-presented properties close to schools, transport, the coast and local amenities.
For sellers, that means there is still demand. For buyers, it means there is opportunity. For landlords, it confirms that well-managed rental homes remain important within the wider market.
Heatwaves really have affected buyer behaviour
Rightmove’s analysis suggests the hot weather has had a measurable short-term effect on buyer demand.
The first heatwave in May caused a temporary 8% drop in buyer demand before activity rebounded. June’s heatwave caused a similar temporary dip of 6%, followed by a 4% fall during July’s heatwave.
That is not surprising.
When the weather is very hot, priorities change. Families are at the beach, people are away for weekends, children are off school, and many would rather delay viewings than spend time travelling between appointments. Add the World Cup and the political news into the mix, and it is easy to see why some buyers have been distracted.
But these are short-term factors.
They may affect weekly viewing numbers or enquiry levels, but they do not remove the underlying reasons people move: more space, less maintenance, a better location, a school catchment, retirement plans, relocation, investment decisions or a lifestyle change.
Pricing correctly from day one is now essential
The most important message from Rightmove’s latest report is about pricing.
Nearly three-quarters of homes that have successfully sold and completed this year did so without an asking price reduction. Homes that needed a reduction spent an average of 127 days on the market, compared with just 36 days for homes that sold without reducing.
That is a very significant difference.
It confirms what experienced agents already know: the first asking price is often the most important decision in the whole campaign.
An ambitious price can feel attractive at the beginning. Nobody wants to undersell their home. But in a market where buyers have more choice, an unrealistic price can reduce viewing levels, weaken early interest and lead to a later reduction that may not regain lost momentum.
A well-judged asking price is not the same as a low price. It is a price that reflects the property, the local market, current competition and buyer expectations.
In today’s market, that can be the difference between selling well and simply sitting online.
Mortgage rates are moving in the right direction
There is also some positive news on mortgages.
Rightmove’s mortgage tracker shows the average two-year fixed rate is now 4.92%, down from 5.08% last month. Rates are still higher than many buyers hoped for at the start of the year, particularly after the Iran conflict pushed rates upward earlier in 2026, but the recent easing is welcome.
Even a modest reduction can help monthly affordability. More importantly, lenders remain active and competitive, which means buyers who are financially prepared are still able to move.
We are not in a market where mortgage availability has dried up. The challenge is affordability, not access to lending.
That creates a more thoughtful market rather than a closed one.
Advice for sellers
For sellers across Christchurch, Southbourne, Highcliffe and Bransgore, the message is positive but clear.
There are buyers in the market, but they need to be tempted. They are comparing carefully, and they have options. A property must stand out either through location, condition, presentation, price, or ideally, a combination of all four.
Good photography, clear floorplans, tidy presentation and an honest pricing strategy are all vital. The first few weeks of marketing matter enormously, and it is far better to create early momentum than to chase the market later.
Legal preparation is also worth considering early. Title documents, planning permissions, building regulation certificates, guarantees, leasehold information and management details can all slow a sale if they are not ready when required.
In a more selective market, unnecessary delays can be costly.
Advice for buyers
For buyers, current conditions are more favourable than they have been for some time.
There is choice. There is less pressure than during the post-pandemic rush. Mortgage rates have eased slightly. Some sellers are more realistic from the outset, and sensible negotiation may be possible in the right circumstances.
However, buyers should not assume that every property will be heavily discounted. The best homes in the best locations still attract interest.
A bungalow close to Highcliffe cliff top, a family home near Twynham School, a coastal property in Mudeford, a smart apartment near Southbourne Grove or a village home in Bransgore will still command attention if the price is right.
The key is to be prepared. Buyers should have mortgage advice in place, understand their budget, and be ready to act when the right home appears.
The rental market remains resilient
The lettings market continues to be active across Christchurch, Southbourne and Highcliffe, particularly for well-presented homes close to schools, transport links and the coast.
With average rents across Bournemouth, Christchurch and Poole up year-on-year, tenants are still competing for good-quality rental homes. At the same time, landlords are navigating a more regulated environment, including the Renters’ Rights Act, which makes professional management, documentation and compliance even more important.
Well-maintained rental property in desirable locations remains in demand, but landlords need to stay informed and properly advised.
Our view
This summer’s market has been affected by genuine distractions: heatwaves, holidays, football and politics. Buyer demand has softened in the short term, and asking prices have adjusted as sellers compete for attention.
But that should not be confused with a weak market.
People are still moving. Good homes are still selling. Mortgage rates have eased slightly. Local demand remains supported by lifestyle, schools, coast, countryside and community.
The market is simply more selective.
For sellers, success depends on realistic pricing, strong presentation and good advice from day one. For buyers, there is more choice and genuine opportunity, provided they are ready to act when value appears.
Christchurch, Southbourne, Highcliffe and Bransgore continue to offer something that many buyers want: quality of life. That remains the foundation of the local market, whatever the headlines may say.
Planning a move?
If you’d like a clear, evidence-based view of value and a marketing plan tuned to today’s conditions, we’ll help you set the right strategy – street-by-street pricing, best-in-class presentation, and proactive buyer matching – so you can move forward with confidence. Please feel free to contact any of our offices, either for an informal chat about the market and how we can help, or to book a market appraisal.
Why not try our Instant online valuation tool to get started?
By Jason Hallowes, Director, Slades Estate Agents
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