The most effective form of marketing is a well priced property – however, the pricing conversation is both art and science!
In this article I’m sharing an easy 3 point strategy on how to position your pricing conversation at the listing appointment.
- Evidence through comparables
This is where you explain what the property is worth and why. Give comparables on similar properties that have recently sold and comparables to properties that are currently on the market.
- Explain the goal
Once you’ve gone through the evidence, you can explain the ‘fair market value’ for the property is sitting somewhere in this price range ($X – $X).
At this stage you’re helping your clients make a great decision on where the property is going to be “market attractive”. You can explain your desire to create a market within a market specifically for their property (more demand – more leverage) and how you will work to achieve above an above market price for them.
- Examples & case studies
Always back-up your claims of what you will achieve for them with solid case studies. Choose case studies of similar sellers or similar properties so they can get a feel for what the selling process will be like with you as their agent.
Once you’ve gone through your listing presentation and had the pricing conversation remember to ask for the business and get to work!
Let me know if you have any questions in the comments below.