Price It Right: Valuations & Your Bottom Line

Good Morning Real-Estate Rockstars! The forecast shows another record heat wave rolling in next week, and Amazon just teased Prime Day deals for July 21.

While buyers hunt for discounted gadgets, we will focus on the biggest pricing game of all: your listings.

Today’s edition tackles data-driven valuations that protect your commission, fresh tactics for winning inventory when sellers are scarce, and the art of staying present without pestering.

We will keep mining negotiation gold from Never Split the Difference, zeroing in on strategic empathy that melts resistance faster than asphalt in July.

Grab an iced latte, fire up the MLS comps, and let’s get your pricing dialed in.

— Steve

ACCOUNTANT ANGLE

 Pricing Strategies & Market Comparisons

Accurate pricing begins with a layered comp approach. Pull three radius searches: half mile, one mile, and school-zone boundary. Chart list-to-sold ratios and days on market for each ring. If the half-mile pocket is moving five days faster, weight those numbers heavier.

Next, run a price-per-square-foot trend line for the past six months. A rising slope justifies a slight premium; a flat line signals caution. Adjust for inventory velocity. If active listings exceed pending sales by more than twenty percent, consider a five‐grand sweetener such as closing cost credit to stay competitive.

Finally, budget planning. Use your average list-to-sell variance as a forecasting guardrail. Consistently landing within two percent of target means your pipeline projections will no longer feel like weather forecasts.

Precise pricing protects gross commission income and spares you from painful price-reduction conversations later.

BUSINESS BOOSTER

Getting More Listings in a Tight Market

When inventory dries up, you cannot rely solely on postcards.

Start with your buyer pipeline. Call each pre-approved client and ask, “Have any neighbors hinted at selling?” Offer a small referral gift card if a lead converts.

Next, mine public records for absentee owners who bought between 2019 and 2021. Rising equity plus landlord fatigue equals listing potential. Craft a value letter showing current rent versus potential sale proceeds. Host a “Sip & Sell” webinar in partnership with a lender and stager. Promote it through local Facebook groups and require email registration.

Finally, leverage hyper-local media. Pitch a short market-update column to the neighborhood newsletter. The moment homeowners consider selling, they will remember the agent who demystified shifting prices.

Proactivity beats scarcity every time.

COACHES CORNER

Patience vs. Persistence

Follow-up often feels like a tightrope. Too infrequent, you fall into oblivion; too frequent, you annoy.

Use the three-touch cadence: call or text on day one, send a value email on day three, follow with a short video message on day seven.

After that, shift to weekly market nuggets until the client re-engages.

Patience means respecting their timeline; persistence means staying top of mind with relevance.

Before each contact, ask: “Does this add clarity or confidence?” If the answer is no, wait.

Track follow-ups in your CRM and set auto reminders so nothing slips. Celebrate small replies. Even a “thanks, not ready yet” is progress because it cements rapport.

Master this balance and leads will convert at their natural pace without you burning bridges or sanity.

BOOK OF THE MONTH

“Never Split the Difference” by Chris Voss

Chris Voss argues that facts alone rarely change minds; feelings do.

Strategic empathy starts with labeling emotions: “It sounds like timing worries you.” This simple phrase calms defensiveness because the client feels heard.

Next, employ the “Accusation Audit.” List potential objections before they voice them: “You might think my suggested price is aggressive.” Stating the fear shrinks it.

Pivot to calibrated questions: “What would need to happen for you to feel comfortable listing at this number?” Their answer often reveals the real hurdle—maybe minor repairs or closing flexibility.

Finally, mirror key phrases to deepen trust. Client: “We need certainty.” You: “Certainty?” They elaborate, handing you negotiation fuel.

Practice these moves in every conversation this week, from appraisal calls to family dinner.

Empathy is not weakness; it is leverage wrapped in listening.

☝️ Go ahead and click the image to order the book from Amazon ☝️ 

NEWS YOU CAN USE

Homeownership Education Needs a Reboot — Real Estate News

Why You Should Read: Updated resources can position you as the go-to educator for first-time buyers.

NAR Economist Downgrades Sales Forecast, Eyes 2026 Rebound — Real Estate News

Why You Should Read: Adjust marketing budgets and messaging based on softer 2025 expectations.

Inventory at Five-Year High, New Listings Near Two-Year Low — Weekly Real Estate News

Why You Should Read: Contradictory signals require hyper-local insight for sellers and buyers.

TO-DO LIST

Your Next Move — Turn Insights into Action

✅ Run three-ring comp search for each active listing and adjust pricing if needed.

✅ Call all buyers and ask for neighbor lead referrals; log responses in CRM.

✅ Draft absentee owner letter highlighting equity gains; mail to twenty prospects.

✅ Use accusation audit in next pricing discussion; note client reaction.

✅ Share education reboot article on LinkedIn with your insights for new buyers.