Every seller has an sincere belief that they should always get top dollar for their home... regardless of the actual market reality. There are several reasons for this:

 

 

 

 

• They're moving to a higher priced area
• They have so much invested in it
• They have fond family memories there
• They compare their house to other overpriced listings
  
• They believe advice from well meaning but uninformed friends
• They don't see the flaws and shortcomings of their own property
• They think buyers will recognize the quality of their construction
• They want to build in a "negotiating cushion"
• They think more promotion will attract activity regardless of the price
• They think agents will show it regardless of the price

Successful Pricing System

• provides an agenda for proper price counseling
• enhances the professionalism and credibility of the agent
• includes 13 high impact visuals that help sellers understand the realities of the current marketplace
• helps agents guide their sellers toward competitive pricing

3 Components of the Pricing System

1. Strategy:
   • How to interject rational, objective thinking on he part of the sellers
   • How to compete with other agents who have no regard for proper pricing
2. Tools:
   • Printable version of the 13 "pricing cards"
   • Printed handbook that details a strategy for effective price counseling
3. Dialogue:
   • Specific 'words that work' when addressing the sensitive topic of 'list price'
   • Suggestions for for conveying the key principle of each card