Home Pricing Lessons from Amazon for Realtors 🛍️

Black Friday is upon us and millions of Americans are about to lose their minds over discounts on TVs they don't need and air fryers they'll use twice.

Why? Because retailers are constantly creating the appearance of value.

Amazon is the master of this.

They use mark-through pricing, labels, and other psychological pricing tools to make the buying experience as attractive as possible:

And it doesn't matter if the product has ever actually been for sale at the "List Price,"  buyers automatically feel like they're getting a deal the way Amazon displays price and the % below list.

Meanwhile, in real estate, we've got buyers paralyzed with indecision—convinced there are "no good deals" in this market.

Now, you're probably thinking that real estate is different from vacuums, air fryers, and everything else on Amazon, but there are lessons we can learn here...

Why Real Estate Feels Expensive (And How to Fix It) 🏠

One of the main challenges in today's market is that there are plenty of people who'd like to buy, but most of them hesitate to take action.

Instead of judging them, let's step into their shoes for a moment.

Of course, there's a portion of people who can't afford to buy. But today, let's focus on the ones who could but are choosing to wait.

These buyers are scrolling through Zillow seeing home after home that would be a great fit but seem to be priced too high.

Plus, social media constantly pushes a bubble narrative (for views) that makes waiting feel like the safer option..

And on top of all that, buyers are comparing today's prices and rates to their 2021 levels.

This is where you come in.

Remember: a deal isn't just a price. As we've learned from Amazon, it's about positioning and context. 

When you present properties through the lens of comparison, suddenly your buyers can see what's actually in front of them: an opportunity.

Instead of seeing the price alone and assuming it's high, a savvy agent helps their clients see when the price is below market value for the neighborhood and a great deal.

Additionally, the most successful Realtors proactively uncover deals for their clients that everyone else misses.

But here's the kicker: You can only spot these deals when you really know your local market.
 

Are Positioning Your Prices? 💰

When you've got the pulse of your local market, you can easily see when good deals come up because you're aware of what's been selling and when a unique opportunity appears.

More importantly, you are able to show your clients why it's a good deal based on the history and context you know.

But most agents don't.

They wait for buyers to pick houses, then they write offers. They're order-takers, not opportunity-creators.

Your job isn't to wait for your clients to ask you to see a house and fill out the paperwork.

It's to identify opportunities and help your clients see them, too.

Stop selling houses. Start highlighting opportunities.

Because when your buyers understand why something's a deal, hesitation turns into action.

And that's when you become the agent who gets results instead of waiting for things to happen.

The market is full of deals if you know where and how to find them.

It's something we focus on every month in Market Insiders.

Start thinking like a treasure hunter and you'll be surprised what you find! 🚀 

Dr. Alex Stewart
Founder