Why London house prices could fall this year: Trump tarrifs, a global downturn and stubborn interest rates

So, does this mean price falls in the new build sector? It is very difficult for developers to lower prices to sell homes as they are linked to the cost of the entire project and the cost of the land, Marcus Dixon, head of residential research for JLL, explains. “I do expect to see far more incentives (essentially price cuts but keeping the sales price the same),” he says.