Darryl Davis: Why your pricing talk is not landing with real estate sellers anymore

Here’s a truth that’s going to sting a little: if you’re still walking into listing appointments armed with the same pricing presentation you used in 2021 (or earlier!), you’re bringing a butter knife to a sword fight. The The Zillow effect on steroids

Every seller in America now has a Ph.D. in Real Estate from the University of The doctor analogy

Here’s how I reframe it for sellers, and I’d encourage you to try this approach: Imagine you go to the doctor because you’ve been having chest pains. The doctor runs tests, looks at the results, and says, “You need to make some changes — diet, exercise, medication.” Now, you could say, “I don’t like that diagnosis. I’m going to find a doctor who tells me I’m fine.” You could absolutely do that. You’ll find one, too. But that doesn’t change the reality of what’s happening inside your body.

That’s the How do you do that? You lead with questions, not answers. Before you ever open your CMA, ask: “What do you think your home is worth, and how did you arrive at that number?” Let them talk. Listen. Understand the emotional architecture behind their price. Then — and only then — can you walk them through the data in a way that meets them where they are, rather than where you wish they were.

The three-price strategy

One framework I’ve seen work exceptionally well for experienced agents is what I call the Three-Price Strategy. You present three scenarios: the aspirational price (what they want), the competitive price (what the data supports) and the aggressive price (what would generate immediate activity). You’re not telling them they’re wrong — you’re showing them a spectrum of outcomes and letting them choose how they want to price their home.

Here’s the key: for each price point, you attach a timeline and a probability. “At $600,000, based on current absorption rates, we’re likely looking at 90-plus days on market with a probability of price reductions. At $550,000, the data suggests 30-45 days with strong showing activity. At $525,000, we’d likely generate multiple offers within the first two weeks.”

Now, you’re not arguing — you’re forecasting, and forecasting feels collaborative rather than confrontational. Your seller is still in the driver’s seat, but now they have a roadmap to choose the path they like best while being informed to what it means.

The courage to walk away

Here’s the part nobody wants to talk about: sometimes the best thing an agent can do is walk away from a listing. If a seller insists on a price that you know — based on decades of experience — will result in a stale This column does not necessarily reflect the opinion of HousingWire’s editorial department and its owners.

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