Strategy-Reality-30Days
Here’s a quick view of buyer activity in our area. In the last 30 days, (571) homes were on the market and (81) sold. That means for every 100 homes on the market, (14) sold — and (86) didn’t.
Strategy-Reality-trend
The key trend: sharply priced homes often get multiple offers in the first one to two weeks. Overpriced homes linger, collect price reductions, and often net less after holding costs and bigger concessions to buyers.
(Show the Price Pyramid. Don’t read out its percentages — they’re a general illustration, not (area) data.)
Strategy-Reality-why
Here’s why. Priced at the market, most buyers in your range see it. Priced above, fewer and fewer even look.
Strategy-Reality-response
Pricing isn’t about what the home is “worth” to you — it’s about what sparks the most buyer response from day one. Get that right, and you control the process.
(This reframes their thinking — pause after it.)
Strategy -Buyer Energy PEAKS EARLY
Strategy-Energy-curve
Most sellers overlook this: buyer energy peaks early.
(Show the Showings Curve.)
Strategy-Energy-WEEKS 1–2
In weeks one and two, a listing gets most of its showings — about (75)% in (area) — the strongest competition, and the best offers.
Strategy-Energy STALE
After 30 days, listings start to go stale: fewer buyers, and weaker leverage.
Strategy-Energy -5% OVER
Even (5)% over the market often backfires — lost buzz, reductions, extra costs, and a lower net.
Strategy-Energy-waterfall
(Show the Price Erosion Waterfall.)
In (area), homes that sold in their first (14) days got about (99)% of their list price; homes still on the market after (120) days got about (86)%.
(Use your own numbers for (area) — every figure here should be one you can show if they ask “where’s that from?”)
Strategy-Energy-three ways
So the list price decides which path your home takes — sold early near full price, or sitting and selling for less. There are three ways to set it.
Strategy- Three Strategies
Strategy- Three Strategies -MOMENTUM
Momentum-Driven: list just under the closest competitor → ignites urgency, often brings multiple offers, and can push the price above the range. It usually nets the most, fastest.
Strategy- Three Strategies -MARKET-ALIGNED
Market-Aligned: list at the value the market supports → steady interest, solid offers typically within (2–4) weeks, and low reduction risk.
Strategy- Three Strategies-TEST
Test-the-Market: list above the solds → a longer timeline, and a higher risk of sitting and reducing. Suited to unique homes or flexible timelines.
Strategy-Your Choice
Strategy-Your Choice-three Questions
Before you choose — three quick questions.
Strategy-Your Choice-three Questions-1
1. How important is it that we get this sold by (June 30)?
(No timeline: “You mentioned timing is flexible. How long on the market would start to feel too long — a month? Three?”)
Strategy-Your Choice-three Questions-2
2. If you had to choose: a faster, more certain sale — or more time on the market for a small chance at a higher price, knowing it could end up selling for less?
(Rule out Test-the-Market — let them say it.)
Strategy-Your Choice-three Questions-eliminate
So — (June 30) matters, and you’d rather have a faster, more certain sale. Does Test-the-Market still fit you? (Silence.)
(Most will say no — then go on below.)
(If they say it still fits, skip the last question, agree, and set the safeguard now)
Strategy-Your Choice-three Questions-day 14
Let’s agree today what we’ll do on day (14) if we’ve had fewer than (10) showings — adjust to (price).” Write it down.)
Strategy-Your Choice-three Questions-worry
That leaves Momentum-Driven and Market-Aligned. One last question:
3. If two weeks went by with good showings but no offer yet, would that be fine — or would it start to worry you?
Strategy-Your Choice-three Questions-which fits
So which of the two fits you better? (Silence.)
Strategy-MY RECOMMENDATION
Strategy-MY RECOMMENDATION-momentum-driven
If two weeks without an offer would worry them
Based on what you’ve told me — a more certain sale, and (two weeks without an offer would worry you) — my recommendation is to list at (1.59m) with the Momentum-Driven approach, just under (123 Maple). It brings the most buyers in the first two weeks, when buyer energy peaks, and gives us the best shot at the upper end of the range — or higher.
Strategy-MY RECOMMENDATION-Market Aligned
If two weeks would be fine
Based on what you’ve told me — a more certain sale, and (steady showings are fine) — my recommendation is to list at (1.69m) with the Market-Aligned approach. It draws steady interest at full value, with offers typically within (2–4) weeks and little risk of a reduction.
(Deliver with conviction. If they picked the other one, either back theirs — “That works well too — here’s how I’d price it” — or make your case once, tied to their answers. Don’t go back and forth.)
(Then ask the checkpoint question below.)
Strategy-Checkpoint-feel
Jane & Mike, looking at the data and your goals — how does this price and strategy feel?
(Stop talking).
Strategy-Checkpoint-Hear both
And Mike, how does it feel to you?
(Go by the weaker answer, and read it with Appendix A below.)
Appendix A · Reading the “— how does this price and strategy feel?” Answer
Strategy-Appendix A – Reading answer
TIP: Hear both of them, and go by the weaker answer, not the stronger one. Then sort it — “if…” is a Condition, “because…” is an Objection, neither is Hard to Tell. Each kind has its own move. After handling it, ask once more — “With that sorted, how does it feel now?” — and move on only once it feels right.
Strategy-Appendix A –One answered
If only one has answered
ACTION: Don’t take a nod as a yes.
Mike, I’d like to hear from you too — how does it feel to you?
Strategy-Appendix A –A.1 feels right
(A.1 · Agreement — “It feels right.”)
Both of them warm and clear: “We like it.” “Let’s do it.”
→ the checkpoint is passed. Move on.
Strategy- Appendix A –A2. Condition
(A.2 · Condition — “Yes, if…”)
TIP: A condition is a yes waiting on one thing — they’ve told you what they need. Check it’s the only thing, then meet it. Treating a condition like an objection talks you out of a yes.
If we can (do that), are you ready to go ahead today?
Strategy- Appendix A –A.2a-can be met now
(A.2a · Can be met at the table)
Meet it, then move on.
• Timing — “If we can list after March / after the work is done.”
That works — we can sign today with the listing starting (date), so the preparation plan starts now.
• A plan item — “If the photographer can come before (date).” “If you can handle the staging.” Confirm it on the spot: “Yes — I’ll book (date) tonight.”
• The commission — “If the commission is (x).” Settle it at the table. Then: “Once that’s set in the agreement, is there anything else?”
• A price — “If you can get us (price).” Inside the supported range:
No one can promise a price — buyers set it. What I can promise is the plan that puts the most buyers in front of your home, priced to compete. If we list at (price) with this plan, are you ready to go ahead?
Above the range, it isn’t a condition — it’s an Objection about the price (A.3 · The price).
Strategy- Appendix A –A.2b-can’t be settled now
(A.2b · Outside the room — can’t be settled tonight)
Don’t ask for the signature. Book the next step — a day and a time on both calendars — before you stand up.
• Someone else has a say — “If our son / our parents / our lawyer is OK with it.”
That makes sense. Would it help if I walked them through it too? When could we do that?
• The other agents — “Once we’ve met the others.”
You’re meeting others, and you should. Whoever you choose — when are you planning to decide, and could I call you (tomorrow or the day after) in case anything comes up?
• The two of them need to talk — one warm, one not. Don’t sell to the hesitant one in front of the other.
You two will want to talk this through without me here — that’s how it should be. Could I call you tomorrow evening?
Strategy- Appendix A –A.3-Objection
(A.3 · Objection — “No / not sure, because…”)
TIP: An objection is a reason against the plan — they’ve told you what’s wrong. Don’t argue and don’t rush: find out what’s behind it, answer it once with evidence, then check again. Never handle the same objection twice — if it comes back, book a follow-up — a day and a time on both calendars.
That’s fair. Tell me more about that.
The price — “We think it’s worth more.”
Go back to the evidence once (the Comparative Market Analysis and the Market Reality numbers). Adjust only for a real comparable or feature they show you.
The strategy — “Listing that low feels risky.” “I’m not sure about Momentum.”
Go back to Your Choice and tie it to their own answers — their timeline, a certain sale vs. a higher price. If they still prefer the other strategy, back it: “That works too — here’s how I’d price it.”
A piece of the plan — “Do we really need staging / open houses?”
Give the reason in one line — what it does for buyers. If dropping it doesn’t change the result, let it go.
The agreement — “Six months feels long.” “What if we’re not happy?”
Explain why the term is set that way, then give your answer in one confident sentence:
Fair question. Here’s my promise: if I don’t deliver the plan we just built, (your exit terms — e.g. you can cancel, no cost). You’re never locked in with someone who isn’t doing the job.
TIP: Decide this before the appointment, and check the wording with your brokerage. Lowering their risk usually does more than any closing line. Then check again.
Doubt about you — “We’re not sure you’re the right fit.”
I appreciate you saying that. What would you need to see from me to feel sure?
Answer what you can. Don’t push — if the doubt stays, book a follow-up — a day and a time on both calendars.
Strategy- Appendix A –A.4 Question
(A.4 · Question — “How does…?”)
“How do showings work?” “What happens if it doesn’t sell?” Not an answer yet — they need information, not a decision. Answer it briefly, then:
With that cleared up, how does it feel now?
Strategy- Appendix A –A.5 -Hard to tell
(A.5 · Hard to Tell — “We want to think it over”)
TIP: No “if” and no “because” — they haven’t given you a reason. It may be a real habit, a need to talk alone, or an objection they’d rather not say out loud — often it’s the last. Don’t take it at face value, and don’t assume. Your only job is to get the reason, once; then sort it into Condition or Objection and go there. Pushing turns hesitation into resistance.
“We’d like to think about it / sleep on it.” “It’s a lot to take in.” “Probably.”
→ ask for the one piece:
Of course. What’s the one piece you’d most like to think through? Let’s talk about that one right now, together.
“We never sign the same night.”
Test it once:
That makes sense — it’s a big decision. If you sleep on it and it still feels right in the morning, is there anything that would stop you from going ahead?
A quick, easy “no, nothing” → a real habit — a timing condition: book a specific time tomorrow. A pause, a glance at each other, or “well…” → a hidden objection:
It sounds like something’s still on your mind. What is it?
Silence, or a long pause
ACTION: Wait. Count to ten.
Take your time — what’s going through your mind?
Still no reason after one try
→ book a follow-up. A day and a time on both calendars before you stand up.