I recently got a $700,000 price reduction on one of my listings.
And the conversation was easy.
No wrestling match. No long speech. No seller hanging up on me.
Here’s why: We talk about pricing every single week.
That starts when we sign the listing agreement. I tell them:
“If we’re not getting offers in three to four weeks, we need to review the market response and adjust the price.”
Then we talk each week about showings, buyer feedback, competing homes, and whether we’re getting offers.
By the time I ask for a price reduction, it’s a step we’ve already discussed.
Too many agents avoid this talk because they want to keep the seller happy.
But silence doesn’t help your seller sell. It just makes the price talk harder later.
Set the expectation on day one. Then keep having the conversation.
You don’t need a magic script. You need a weekly habit.
When was the last time you talked pricing with every one of your sellers?
Chris
Christopher Stafford DRE 01155105 | 30+ year listing agent in San Francisco | Founder, The "Listing Collective"
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