Guide sellers with trust, data, and strategy to price realistically, attract buyers, and close deals faster—without the stress of overpricing battles.

Ever find yourself staring at a listing that’s been sitting on the market longer than the leftovers in the back of the fridge? No showings, no offers, and a seller who’s stuck on an unrealistic price because “the tax assessor says it’s worth more.” You know you need to have “the talk” with your sellers, but you’re nervous. We get it. 

Handling this pricing conversation doesn’t have to be a nerve-wracking endeavor, so let’s break down how to handle this with confidence, clarity, and a little magic. 

Related reading: The “Price” Discussion: How to Talk Sense (and Cents!) With Your Clients 

The Trust Factor
First, understand this: pricing isn’t just about numbers; it’s about trust. If a seller isn’t buying what you’re selling (figuratively speaking), it’s often because they don’t fully trust your expertise. Just because they hired you doesn’t mean you’ve got their full confidence. They might have chosen you because you were the first to call back, had a great smile, or they were tired of interviewing agents. But as time drags on without a sale, doubt creeps in, and suddenly, you’re the problem—not the price. 

Rebuilding Trust
When you hit that wall, shift gears. Rebuild the trust. Approach the conversation with curiosity, not confrontation. For example: 

“I see you’re focused on that $101,000 assessed value from the county. Can I ask you something? If the county assessed it at $80,000, would you accept that as its true value?” 

Of course, they wouldn’t. Here’s how to explain: 

“The county’s job is to collect taxes, not to buy and sell real estate. Their number is designed to benefit them, not reflect the market. If they really believed your condo was worth $101,000, ask them to buy it!” 

The Reality Check

This is where you lay down the facts: 

“We listed at $97,000. No showings, no offers. I presented a cash offer of $82,000. If your condo were truly worth $101,000, we’d have buyers knocking down the door. Think of it like this: if you had a Rolex worth $50,000 and listed it for $40,000, it would sell fast, right? Because it’s under market value. But if it doesn’t sell, guess what? It’s not worth $50,000.” 

It might be a tough pill to swallow, but the truth is, your client’s home is only worth what someone is willing to pay for it.  

Related reading: Approaching the Price Adjustment Conversation Without Stress 

Identifying the Difference Between Wants and Commitment 

A “want” is often vague and aspirational. Clients may say, “I want a bigger house,” or “I want to move to a new neighborhood,” but without clear direction or urgency, these wants can remain just that—wants. Commitment, on the other hand, is defined by Dictionary.com as “a pledge or promise; obligation” and “the act of committing, pledging, or engaging oneself.” It’s backed by intention and a willingness to take the necessary steps to achieve the goal. 

Your job as an agent is to help clients clarify their desires and determine whether they are truly ready to commit. This involves asking the right questions: 

• Why do you want to move? Understanding their motivation helps establish urgency. 

• What is your timeline? A clear timeframe indicates commitment. 

• Have you spoken with a lender? Pre-approval is a sign of serious intent. 

• What obstacles do you foresee? Identifying potential roadblocks early allows you to address them proactively. 

Helping Clients Move from Wanting to Committing 

Once you’ve identified where your clients stand, it’s time to help them shift from passive interest to active decision-making. 

1. Provide Market Education – Clients who hesitate may do so because they lack information. Share market trends, neighborhood insights, and pricing data to help them understand what’s at stake. For example, if prices are rising, they may realize that waiting could cost them more in the long run.
2. Set Clear, Actionable Steps – Break the process down into manageable steps. For buyers, this might include getting pre-approved, defining must-haves vs. nice-to-haves, and scheduling showings. For sellers, it might involve staging their home, setting a realistic price, and preparing for showings.
3. Address Their Fears – Fear of making a mistake is a common reason clients hesitate. Acknowledge their concerns, provide examples of similar clients who successfully navigated the process, and reinforce that they are not making these decisions alone—you are there to guide them every step of the way.

Related reading: Raleigh Realty – 10 Common Fears and Phobias of Real Estate Buyers 

4. Create a Sense of Urgency – Sometimes, clients need a little push. Without being overly aggressive, highlight factors like market trends, interest rates, or limited inventory to help them understand why now is a good time to act.
5. Use Storytelling to Build Confidence – Share success stories of past clients who overcame hesitation and successfully bought or sold their homes. Real-life examples make the process feel more attainable and inspire action.

The Role of an Agent: More Than Just Transactions 

Real estate is not just about transactions; it’s about transformation. By helping clients transition from a passive desire to an active commitment, you empower them to achieve their real estate goals with clarity and confidence. Whether it’s buying their dream home or selling a property to move forward in life, your guidance makes all the difference. 

As an agent, when you shift your focus from just fulfilling “wants” to fostering real commitment, you don’t just close more business—you create lasting relationships and a reputation for truly helping people achieve their dreams. 

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