Three Steps To Get Sellers to List Properties IN The Market

The Expensive Trap Every Agent Falls Into 💸

I've bet you've been here before...

You're three weeks into a listing that's getting zero traction. The seller calls (again) wanting to know what you're going to do to get their house sold.

"How much marketing are you doing?"
"Why aren't you doing open houses every weekend?"
"Have you advertised the house in New York after the election?"

And because you want to keep them happy (and maybe feel a little guilty that it's not moving), you feel like you need to do more.

You boost the Facebook ads, schedule another open house few people will attend, pay for the video tour that'll get a few views, and drop the price $100 to get to the top of the hot sheet.

Meanwhile, you're stressing over money, burning weekends on open houses, and watching your reputation take hits as the neighborhood notices your listing just sitting there.

But here's the truth: marketing a high price harder is a terrible way to sell a house.

No amount of marketing wizardry will convince the market to overpay by $50,000.

Yet agents keep falling into this trap.

They take overpriced listings hoping to "work with" the seller later. They spend thousands trying to create demand that doesn't exist. They exhaust themselves trying to push the boulder uphill.

There's a better way. And it starts with understanding a fundamental truth about real estate.

Price Does 90% of the Work When Selling A Home 🎯

Marketing doesn't sell houses. Pricing sells houses.

Think about it: When a house is priced right, it practically sells itself.

When it's overpriced? You could hire Spielberg to direct your listing video and it still won't move.

Price is the leverage point.

It determines whether buyers click or scroll past. Whether they schedule showings or skip it. Whether they make offers or keep looking.

So why do agents keep accepting overpriced listings and then trying to market their way out of the problem?

Fear. Specifically, fear of losing the listing.

But here's what actually works – becoming so skilled at the listing appointment that sellers price correctly from day one. Not through convincing or manipulation, but through a systematic approach that helps them see reality clearly.

Three Steps to Better Pricing 👍

So, if pricing matters so much, how do we actually get properties priced to sell? 

Here's three steps to improve the pricing of your listings...

1️⃣ Start with The Seller's Why

Before you ever discuss price, uncover their true motivation.

"Tell me about your plans after selling." "What's driving the timeline for your move?"

This isn't small talk. You're determining if they're a seller or a tester.

Someone who needs to relocate for work in 60 days? That's a seller.

Someone who "would move if they got their price"? That's a tester.

Know the difference before you waste another minute.

2️⃣ Paint the Market Picture First

Never jump straight to price. First, give your sellers the  context.

"Before we go any further, let me show you what's happening in our market right now..."

Pull up the metro stats. Show them the big picture trends that are currently impacting the market. Then zoom into their neighborhood.

You're not convincing them of anything. You're helping them see what is.

Meanwhile, they're negotiating with themselves on their number for you.

3️⃣ Let the Comps Do the Talking

Here's where most agents mess up: They let sellers hijack the conversation with irrelevant numbers.

"But we paid $380,000 five years ago..."
"We owe $350,000 on the mortgage..."
"We need $450,000 for our next house..."

Stop. None of that matters to the market.

Your response: "I understand those numbers are important to your planning. Let's first establish what the market says your home is worth, then you can decide if selling makes sense for your situation."

Show them the comps. Only the comps. What actually sold, when, and for how much. Let the data tell the story.

The Bottom Line (And Your Secret Weapon) ✅

If a seller insists on pricing above market after you've walked them through this process, you have two choices:

1. Take the listing and join the marketing-harder-hoping-for-a-miracle club
2. Deploy your secret weapon: The referral plan

Have three agents you can refer overpriced listings to. Agents who either need the practice, the inventory for their online presence, or simply work differently than you do.

"I specialize in quick sales at market prices. But I know an excellent agent who works with properties that need more time to find their specific buyer. Would you like me to introduce you?"

You just saved yourself months of frustration, thousands in marketing costs, and protected your reputation. Plus, you'll get paid!

Stop trying to market your way out of pricing problems. Start having better conversations that prevent those problems from ever starting.

Because marketing a high price harder isn't just ineffective – it's expensive, exhausting, and ultimately pointless.

Price it right, or refer it out. Your bank account and sanity will thank you. 🚀

Dr. Alex Stewart
Founder