If your listing isn’t selling, the problem usually isn’t the marketing, photos, or even the market itself.
It’s the price.
Pricing a home correctly is one of the highest-paid skills in real estate—and one of the least understood. In today’s more balanced market, overpricing doesn’t just slow you down… it costs you listings, credibility, and future referrals.
In this episode, Tim and Julie Harris break down exactly how to price listings so they sell—and how to have the pricing conversation most agents avoid.
🚫 The Real Problem: Agents “Buy” Listings With Price
Let’s call it what it is.
Overpricing isn’t strategy—it’s a way to win the listing.
Here’s what most agents do:
- Take the listing overpriced
- Hope the market proves them right
- Reduce the price later
That’s not pricing. That’s postponing reality.
And it costs you:
- Time
- Credibility
- Seller trust
- Future referrals
🧠 The 3 Prices Every Seller Must Understand
Every seller is thinking about price—but not in the same way you should be.
You must clearly explain:
- Aspirational Price – What the seller hopes to get
- Marketing Price – What attracts attention and showings
- Sale Price – What the market will actually pay
Your job is to align expectations with reality.
Because buyers don’t care what the seller wants…
They care what else they can buy for the same price.
⚠️ The Market Speaks Fast—If You Listen
The first 7–10 days on market tell you everything.
- Lots of showings + no offers → Price is slightly high
- Few or no showings → Price is significantly off
Here’s the truth most agents ignore:
👉 The longer a listing sits, the less it sells for.
Not just in time… in price.
📉 The True Cost of Overpricing a Listing
Let’s compare two sellers:
Seller #1
- Lists at $699,000
- Sells in 5 days
- Multiple offers
- Closes at $710,000
Seller #2
- Lists at $800,000
- Sits for 5 months
- Two price reductions
- Sells at $700,000
At first glance, they look similar.
They’re not.
Over those 5 months, Seller #2 likely paid for:
- Mortgage payments
- Property taxes
- HOA dues
- Insurance and utilities
- Maintenance and upkeep
- Cleaning and show prep
- The stress of staying “show ready”
Let’s estimate that at $5,000/month.
That’s $25,000 lost.
👉 Their real net is closer to $675,000—or worse.
Meanwhile, Seller #1:
- Created urgency
- Avoided carrying costs
- Likely netted more
This is why pricing correctly isn’t just strategy—it’s protection.
🧪 The Pricing Conversation That Wins Listings
Top agents don’t argue about price.
They lead.
Here’s what to say:
- “We have one chance to make a first impression with buyers.”
- “If we don’t see strong activity in the first 7–10 days, the market is giving us feedback.”
- “Buyers determine value—not us.”
- “Would you rather test the market… or take advantage of it?”
⏳ The Time Cost No One Talks About
Every extra week on the market costs your seller:
- Money
- Momentum
- Negotiating power
And it costs you:
- Time you could spend generating your next listing
- Energy and focus
- Your reputation when it doesn’t sell
🗣️ What To Say to Sellers
Use this language to position yourself as the professional:
- “If we price it right, we create urgency. If we price it wrong, we create silence.”
- “My job is to protect your equity—not gamble with it.”
- “The goal isn’t to list the home… it’s to sell it.”
💡 The Truth About Listings That Don’t Sell
You don’t have a pricing problem.
You have a pricing conversation problem.
Fix that—and your listings will:
- Sell faster
- Create better client experiences
- Generate more referrals
- Build a predictable business
🧭 Conclusion: Price It Right or Chase the Market
With every listing, you have two choices:
- Price it right → Create demand
- Price it wrong → Chase the market down
One creates leverage.
The other creates regret.
The market will always get the price it wants.
The only question is how much your seller has to lose to get there.
Be the agent who gets it right the first time.
💣 If your 2026 plan is “hope,” you’re already behind. Fix that here → https://HarrisRealEstateDaily.com/
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🧠 This channel is free. Staying average is not. → https://WhyLibertas.com/Harris
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