Episode 29 - How to Talk to Sellers in a Shifting Real Estate Market

Jul 7

You ever walk into a listing appointment, pull out your market data, and before you can even open your laptop, the seller hits you with:

“Well, our neighbor got $850,000 last year, so that’s what we’re expecting.”

😅 Cool, cool, cool. Love that for them.

Listen, I get it. In their head, the number makes sense. It’s not their fault. They’re just misinformed, and it’s our job to reset the narrative with strategy, compassion, and truth.

We’re not just selling houses anymore.
We’re selling clarity in a headline-driven, Zillow-obsessed, emotionally-charged market.
And that requires a new kind of seller conversation, one that’s honest, strategic, and confidence-building without killing the vibe.

Here’s how I approach it.

1. Remember: They’re Not Difficult, They’re Grieving

Let’s talk about something no one mentions in your CE courses:
Seller grief is real.

When someone is stuck on a fantasy price, it’s not just about the number. It’s about the dream tied to that number, the next chapter, the financial gain, the "should’ve sold last year" regret.

Just like any loss, pricing resistance often shows up in five phases:

Denial: “No way. It’s worth more than that.”
Anger: “My neighbor got $850K and their kitchen is worse.”
Bargaining: “Let’s list high and just see what happens.”
Sadness: “I can’t believe we have to go that low.”
Acceptance: “Okay, so what price will actually get it sold?”

When you recognize which phase they’re in, you can respond with empathy, not defensiveness.

Because your job isn’t to burst their bubble.
It’s to lead them through it, with truth and care.

2. Speak Buyer Psychology

Sellers are laser-focused on what they want. But today’s buyers?
They’re cautious, skeptical, and doing mortgage math in their heads at 2 a.m.

If your seller isn’t willing to see the transaction through the buyer’s lens, you’ve got a problem.

Buyers aren’t asking, “How much is it?”
They’re asking:

“Is this worth it?”
“What else can I get for this price?”
“Why hasn’t this sold yet?”

And if the home is overpriced, they’re not making an offer. They’re not even touring.
They’re scrolling right past, like you would if one SUV was $10K more than an identical one down the street.

We have to reframe pricing to be buyer-focused, not ego-based.

3. Lead With Data—Not Just Charm

I love a good personality-packed listing presentation as much as the next agent. But when it comes to pricing?
Data doesn’t lie, and it doesn’t offend.

Here are my go-to stats:

Days on Market trends (What’s typical right now?)
Original List Price vs. Sold Price ratio (Are people getting asking, or negotiating down?)
Months of Inventory (Is demand shrinking or stable?)
Pricing Pyramid graphic (A visual showing how buyer pool shrinks as price increases)

Bonus points if you pair this with real-life client stories:
The seller who priced right and got 3 offers in 5 days…vs. the one who “tested the market” and sat stale for 60 days before a $40K price drop.

Let the numbers do the talking.