A Liverpool-based estate agency has launched a free AI-powered property valuation service that aims to address what its founders describe as widespread overpricing in the UK housing market.
Howsold, an online auctions-based agency established in 2025, has developed the tool to provide property sellers with valuations based on actual sold prices rather than aspirational figures. The platform analyses live sold prices, local demand data, crime statistics, flood risk information, and energy performance ratings.
Market positioning
Joshua Owens, 33, co-founder of Howsold, said the service addresses a common industry practice where sellers receive inflated valuations. “Sellers were being anchored to a number that was never realistic,” he stated. “I wanted to give people an honest picture before any of that – not the figure they’d like to hear, but the one they’re actually likely to get.”
The tool, available at howsold.uk, forms the centrepiece of the agency’s online auction model. Co-director Khashi Shahverdi, 37, said the approach prioritises accurate pricing over marketing appeal. “An inflated figure that sits on the market for months is the last thing we want,” he noted.
The development comes as UK mortgage affordability reaches its tightest level since 2008, potentially increasing the importance of accurate pricing for successful property sales. Overpriced properties risk extended market exposure during a period when first-time buyers face rising stamp duty costs.
Industry context
The founders, who bring over 20 years of combined property experience, position the service as free to use regardless of whether sellers engage the agency’s services. The platform uses real sold prices as its baseline for valuations, distinguishing it from tools that may incorporate asking prices or estate agent estimates.
The launch reflects growing adoption of technology-driven approaches in the estate agency sector, particularly among online operators seeking to differentiate their services from traditional high street agencies.
