Price Reduction Conversation

Situation: 45 days on market, many showings, no offers. Data: 12 showings, 0 offers; two comparable homes just sold below the list price. Objection: "we can't lose money." Recommendation: reduce ~4%. Opener: "I wanted to sit down because we share the same goal \u2014 getting your home sold at the best price the market will actually pay. Let's look at what the last six weeks are telling us." Data story: "We've had 12 showings \u2014 that's strong interest, which means people are finding it. But zero offers after that much traffic usually points to one thing: a gap between price and what buyers feel it's worth right now. Two similar homes just closed below their list prices. [Pause \u2014 listen.]" Objection: "I hear you on not wanting to lose money \u2014 that's completely fair. The hard part is that the market sets the price, not the list. A home that sits also tends to sell for less in the end, because buyers wonder what's wrong with it." Recommendation: "Based on the comps, I'd suggest adjusting by about 4% to land in the range buyers are actually transacting in. That's my recommendation \u2014 but it's your call, and I'll support whatever you decide." Close: "Whatever you choose, I'm in your corner. Want to think it over and talk tomorrow?" [Communication coaching \u2014 not a valuation or financial advice.]