But property isn’t petrol, and buyers aren’t measuring your living room with a tape measure in hand. People don’t buy property on a £/sqm basis. They buy homes based on emotion, perceived value, and a deep, often instinctive, sense of “this feels right.” Understanding this fundamental truth is critical if you want to sell your home quickly, successfully, and for the best possible price.
Let’s dig into why the £/sqm mindset doesn’t capture how real buyers think — and what really drives their decision-making.
Square Metres Are Only Part of the Story
Yes, size matters. All else being equal, most people would rather have more space than less. But all else is never equal in property.
A four-bedroom townhouse measuring 150sqm surrounded by derelict buildings with very little light, won't necessarily be more desirable than a beautifully finished two-bedroom cottage of 100sqm on the edge of a cliff overlooking the sea. In fact, it often isn’t. Buyers aren’t just buying walls, ceilings, and floors — they’re buying a lifestyle. They’re buying convenience, charm, aspiration, security, community, and more.
When buyers view homes, they don’t mentally calculate cost per square metre as they walk around. They experience the property as a whole: how light the kitchen feels, how the balcony makes them smile, whether the rooms feel welcoming, whether they can imagine themselves living there.
This emotional reaction often outweighs cold hard numbers — even for the most analytical buyers.
The Myth of the "Logical Buyer"
Many vendors imagine that buyers sit down with a spreadsheet and pick the home that gives them the most space for their money. A few might. But even then, logic rarely wins out alone.
Here’s the reality: even the most "rational" buyer will have personal biases, preferences, and emotional triggers. Maybe they prefer a home that's ready to move into, even if it’s a little smaller. Maybe they fall in love with a quirky period feature or an unusually large outdoor space. Maybe they’ll stretch their budget because the house "just feels right."
What’s more, most buyers aren’t simply buying the "biggest" property they can afford — they’re buying the best fit for their lives. Layout, condition, natural light, plot orientation, outdoor space, parking, school catchment, and even how the property smells can have as much impact as the floor area.
The £/sqm Red Herring: Real World Gibraltar Examples
Let’s look at a few real-world Gibraltar examples that illustrate why £/sqm is not the golden metric some imagine it to be:
Apartment vs House: A smart one-bedroom flat in the town centre location might sell for £6,000 per sqm, while a three-bedroom house in Upper Town might achieve only £3,500 per sqm. Why? Location, lifestyle, and demand outweigh pure floor space.
New Build vs Character Property: New build homes often command higher £/sqm prices than older homes — yet some buyers prefer character properties because of their charm, even if they technically get less shiny new space for their money.
Awkward Layouts: A large property with lots of unusable or oddly shaped rooms may have a low £/sqm ratio, but buyers will still prefer a smaller, better-laid-out house where the space "works" for family life.
The bigger the property the less £/sqm: Smaller properties generally command higher £/sqm. Afterall, the 30th square metre is a much bigger percentage of the whole, than the 130th.
Simply put: buyers don’t think in terms of price per square metre — they think in terms of “do I want to live here?”
What Buyers Actually Care About
If not just £/sqm, what do buyers care about? Here’s a non-exhaustive list:
✅ First Impressions: Curb appeal matters. Buyers often make a snap judgment within seconds of arriving.
✅ Light and Space: How big a room feels is often more important than its measured size.
✅ Condition: Move-in ready homes attract a premium because buyers want convenience.
✅ Layout: A sensible, flowing floorplan will sell a house faster than a confusing maze of rooms.
✅ Balconies and Outdoor Space: Usable, well-kept outdoor areas can be deal-makers.
✅ Location and Amenities: Proximity to transport, schools, parks, and shops massively influence desirability.
✅ Emotional Pull: The “I can see us living here” factor — it’s real, and it’s powerful.
Price matters too, of course — but it’s price in the context of everything else, not just floor area.
How to Price Your Home Wisely
So if buyers aren’t obsessed with £/sqm, how should you price your home when selling?
First, think like a buyer. Compare your property not by spreadsheets of square footage, but by feel, features, and lifestyle offer.
Ask yourself:
❓ How does my home compare to others available in the same price range?
❓ What unique selling points (USPs) does it offer?
❓ Are there aspects of my home that will create emotional attachment?
❓ Would I prefer my house over the competition if I were buying?
Your estate agent should take all this into account — not just land on a figure based on arithmetic alone. A smart agent understands that selling property is about positioning: telling the story of your home in a way that makes buyers want it.
Conclusion: People Buy What They Prefer, For the Price They Can Afford
At the end of the day, buyers don’t sit at their kitchen table with a calculator working out £/sqm. They walk into a home, feel something, and start to imagine their future there. If the price feels fair for the home, they’ll buy it.
Your goal as a seller isn’t to offer the "cheapest per square metre" property — it’s to create the most compelling, attractive, and desirable home for the price bracket you’re aiming for.
Focus on presentation. Focus on storytelling. Focus on making buyers fall in love.
Because in property, love — not logic — usually wins.