How To Stop Letting Sellers Set the Price

Here’s a key question when it comes to pricing: Who’s influencing who in a listing meeting?

When you walk into a house, remember you’re the expert. As a real estate professional, you're looking at homes every single day. You’re showing properties, scanning the MLS, reviewing the hot sheet, and touring listings. That’s why clients hire us and pay tens of thousands of dollars. Because we know the market.

Most of us walk into a home with a gut number. You know what I mean. You look around and think, This house will sell for $454K or $625K. And you’re usually pretty close.

But here's what happens: You walk in with that gut number... and then the seller starts talking.

They show you every improvement, tell you why they love the house, and explain why they think it’s worth more. Before you know it, you're moving your number toward their number.

But it should be the other way around:

You should be influencing them. You are the expert. And if you want to price a home where it will actually sell, that’s critical.

So how do you maintain control and credibility in that meeting?

You need strong data. The deep research you do before the appointment is everything. You need to be the smartest person in the room. The seller should never know more about the market than you do.

Use tools like NARRPR.com to generate comprehensive pricing reports—like that 81-page valuation packet. Study the neighborhood reports. Come to the meeting fully prepared.

When you say, “Let’s look at the data points,” it changes the dynamic. The seller starts to realize, This agent knows more than I do. I should be listening to them.

A weak agent walks in with a yellow legal pad and vague comps and they get the price wrong. This happens all the time.

Instead, go tour every active listing in the neighborhood. Call the agents who’ve recently sold properties nearby. Review assessment maps. Look up permits pulled on the home. Do a deep dive on every detail before you arrive.

That level of preparation shows up in the conversation, and it positions you as the trusted advisor.

Influence starts with research. Own that, and you’ll win every time.

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+ 32 Years of Real Estate Sales, Management, and Coaching Experience
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