Few conversations shape a listing more than the first one about price. Overprice, and the property sits while buyers move on. Underprice, and the seller leaves money behind. Your job is to guide them to a number the market will support.
Lead with evidence, not opinion
Sellers are emotionally attached to their home, so your opinion alone will not move them. Bring recent comparable sales and explain how you chose them.
- Choose comparables from the same area and similar size
- Prefer recent sales over old ones
- Be clear about what makes the seller’s home better or worse than each comparison
Explain what overpricing costs
A property that sits loses momentum. Buyers start to wonder what is wrong with it, and the eventual sale price is often lower than if it had been priced well from the start. Show this with real examples from your own area.
Offer a pricing strategy, not just a number
Present options and their trade-offs:
- Price at market and expect a faster sale
- Price slightly under to create competition
- Price high with a review date and agree in advance when you will revisit
Agreeing a review date up front turns a future price drop from an argument into a plan.
Keep it collaborative
The seller makes the final decision. Your role is to make sure it is an informed one.
Listen to their goals. A seller who needs to move quickly has different priorities from one who can wait for the best offer.
Follow up in writing
Send a short summary of what you discussed, the comparables you used and the agreed approach. It protects both of you, and it shows the seller you take their sale as seriously as they do.