Price vs. Pride: When Sellers Refuse to Face the Market

"Zillow says it's worth more!" Every agent has sat across from a seller who insists their home is worth more than your comps show.

 

In today’s market, pricing conversations are no longer optional.

 

With inventory levels rising and the market beginning to soften, agents need more than just data, we need diplomacy, strategy, and a whole lot of empathy.

 

Too many of us are still using outdated comps or avoiding confrontation to keep the listing.

 

The best agents know pricing is about preparation, setting expectations, and knowing how to communicate when the news isn’t what the client wants to hear.

 

And sometimes, a difficulty with pricing might mean you shouldn’t have taken the listing in the first place.

 

In this episode, we dive into mindset shifts that make difficult pricing conversations easier and more effective.

 

Things You’ll Learn In This Episode 

 

-How to handle “but Zillow says…”

What’s the right way to respond when a seller quotes Zillow or other AVMs, and how can you use it to build trust, not tension?

 

-Pricing psychology: shift from ‘telling’ to ‘asking’

Why does asking the right questions (instead of arguing) lead to smoother price reductions and less resistance?

 

-The real job of a Realtor

It’s not our job to set the price, but it is our job to help sellers understand the consequences of overpricing. How do we communicate this? 

 

-Weekly Updates That Win Referrals

What should we send our sellers every week to keep them informed, involved, and ready to make adjustments?

 

About Your Hosts

Your co-hosts are Brandon Roberts, founder of Signature Real Estate Group, and Chris Bishop, General Manager. Signature Real Estate Group was founded in 2013 and has grown to 600+ agents in multiple states. Collectively Brandon and Chris have trained and coached real estate brokers and agents all over the country, including helping agents become multi-million dollar producers in their first year. Signature has become known for its family atmosphere even as it grew and expanded from Las Vegas into multiple offices in Nevada, Utah and beyond.

 

Christopher Bishop is a seasoned real estate professional with over two decades of industry experience. He currently serves as the General Manager at Signature Real Estate Group, where he leads a top-performing team of agents and brokers, helping them achieve exceptional results in the competitive Las Vegas market. Christopher’s career includes a prestigious role as the President of the Nevada Association of REALTORS in 2020, where he worked to advance the real estate profession across the state. His dedication to the industry was recognized in 2021 when he was named REALTOR of the Year by the Greater Las Vegas Association of REALTORS. In addition to his leadership roles, Christopher has coached and mentored brokers and agents nationwide, helping them build successful real estate careers through his proven strategies and insights. Christopher’s commitment to excellence and passion for real estate have made him a respected leader and influential figure in the industry.

 

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