3 Things You Need To Know About the Fall Selling Season

The national housing market is heading into fall on neutral ground. After years of favoring sellers, many markets have ceded some leverage to buyers. Here’s a look at what the July data indicates for the months ahead.

If you’re selling, shoppers are comparing your home against more options than they had a year ago. Inventory reached 1.41 million homes in July, up 1.5% from last July and the 32nd straight month of annual gains. That’s a welcome resupply, but it’s still about 18% below pre-pandemic levels.

Homes that went under contract in July took a median of 25 days, one day longer than a year ago and five days longer than in June. Meanwhile, the typical active listing had been sitting for 60 days.

Newly pending listings, a forward-looking indicator of near-term home sales, grew just 0.3% from a year ago and fell 7.7% from June. Another oil shock pushed mortgage rates higher, prompting many home shoppers to pause their search.

“Sellers are competing with more sellers than they were a year ago,” says Zillow Senior Economist Kara Ng. “Buyers are still out there, but higher rates gave a lot of them a reason to wait. Meanwhile, everything that didn't sell this spring is still sitting on the market.”

Regional breakdown

As always, conditions vary greatly by market. Many metros in the Northeast, like Buffalo and Lancaster, still lean heavily in favor of sellers. Much of the South, including nearly every major metro in Florida, favors buyers. 

The Midwest is mixed: Buyers have the edge in Cincinnati and Louisville, while Chicago and Milwaukee remain more competitive. Out West, sellers still have the advantage in San Francisco and San Jose, though buyers have more room to negotiate in Seattle and Las Vegas. 

Seller tip: Check the Zillow Market Heat Index to find your local conditions.

Here are three ways to help your listing stand out this fall:

1. Home price growth is slow, but affordability remains a hurdle

Home values are no longer racing ahead. The typical U.S. home was worth $371,757 in July, up 1.1% from a year earlier. Zillow expects values to end 2026 0.2% below where they started this year.

That slower price growth has offered buyers some relief, but affordability is still a challenge. The typical monthly mortgage payment was $1,888 in July, assuming 20% down and excluding taxes and insurance. That was just 0.9% lower than a year earlier, though higher rates could erase that advantage in the months ahead.

“For the first half of 2026, home shoppers had better buying power than a year ago,” says Ng. “That’s likely not true for the rest of 2026. Shoppers who hit pause last fall, hoping for better luck this year, will likely find they’d pay a higher monthly payment now. Trying to time the market is tricky, as borrowing costs can be very unpredictable.”

Seller tip: Claim your home to check your Zestimate and local market insights. Then work with an agent to determine your best comps, so your price expectations can stay realistic. 

2. Mortgage rates can change the conversation fast

Mortgage rates have been volatile this year, and that volatility matters to buyers. After dipping below 6% in late February, the average 30-year fixed rate hit as high as 6.69% in early August. Zillow expects rates to ease gradually toward 6.5% by year-end, but there are no guarantees.

For sellers, one key is to remember that many buyers shop by monthly payment, not just purchase price. A small rate move can change what a buyer can afford, especially when budgets are already tight. That can mean fewer showings or more requests for concessions.

Seller tip: Be ready to talk through options with your agent, from pricing adjustments to a mortgage rate buydown. Flexibility can help keep your home within reach when rates are working against buyers.

3. Well-priced, well-marketed homes can still move quickly

A slower market means buyers can be more selective. Homes that went under contract in July did so in a median 25 days, while the typical active listing had already been on the market for 60 days. That gap is a reminder that the right listing can still stand out.

The difference often comes down to price and presentation. Buyers are comparing more homes, and 27.1% of listings took a price cut in July. A home priced above the competition may not get offers. Strong photos, clear listing details and a price grounded in recent comparable sales help buyers see the value quickly.

Seller tips: Before you list, work with a local agent to set a competitive price and build a marketing plan that reaches serious buyers where they’re searching.

Agents who use Showcase can help your home stand out in a crowded market. 

5 steps to selling your house

1. Set your goals and timeline: Start here — determine your ideal move date, budget for prep, and minimum acceptable price. Then check local conditions before you commit.

2. Get your home ready: Prep your home so buyers can focus on what they love, not the work they’ll need to do.

3. Price for today’s market: With more homes to compare, use recent local sales to set a competitive list price instead of testing an aspirational number.

4. Make the listing stand out: Use strong photos, a clear description and easy showings to give serious shoppers a reason to stop scrolling.

5. Evaluate the whole offer and close the deal: Compare offers on price, contingencies, concessions and timing before choosing the one that best fits your priorities.