How To Price A Property In A Shifting Market

Most sellers think price is about opinion.

It’s not.

In a shifting market, price is about evidence.

As real estate agents, one of the most important conversations we need to have with sellers is helping them understand what the market is actually saying.

Not what they hope the property is worth.

Not what another agent promised them.

Not even what we think the property is worth.

After two to three weeks on the market, we normally have something far more valuable.

We have evidence.

And that evidence comes from buyer behaviour.

Every property will usually fall into one of three categories.

1. No inspections and no offers

If we are getting no inspections and no offers, the market is sending us a very clear message.

Buyers have seen the property online, but it has not made their shortlist.

In simple terms, it has not made their top 20.

That usually means we are too high.

In many cases, we may need to adjust the campaign price by around 10% to get back into line with the market.

2. Inspections, but no second inspections or offers

This is where a lot of sellers and agents get caught.

The property is getting people through the door, but those inspections are not turning into second inspections, deeper enquiry or offers.

That tells us the property has made the top 20, but it has not made the top 3.

The buyers are interested enough to inspect, but not motivated enough to act.

In this situation, we are often around 5% away from where we need to be.

3. Strong inspections and strong offers

This is the best-case scenario.

Buyers have seen the property online.

It has made their top 20.

They have inspected.

It has made their top 3.

And now they are making offers.

Make no mistake, if we are getting strong inspections and strong offers, we are selling.

The market is always speaking

The goal is not to guess the market.

The goal is to listen to it.

Buyer feedback is not criticism.

It is evidence.

And in a shifting market, the agent and seller who respond to evidence the fastest usually win.

This is one of the most important skills I teach in my real estate coaching and real estate training programs, because great agents do not just report buyer feedback.

They interpret it.

They explain it.

And they help sellers make better decisions before the campaign loses momentum.

If you are a real estate agent, real estate trainer, principal or sales leader looking to improve your team’s pricing conversations, vendor management and listing-to-sale conversion, this is the type of practical framework that can make a massive difference.

When you’re ready, I’m here to help.