Pricing Excellence

(8th in a series on listing excellence)

7 other posts on being a great listing agent and we haven't even talked about price other than to suggest that it has to wait to the very end.  We (sellers and agents) have to get to the point that we have agreed that we are "right" for each other before we settle on price.

Either party may choose to walk away if we can't work this last thing out, but I think we will work fine 99% of the time.  What do you think about these three thoughts:

• Sellers are bright enough to price their home correctly given the right data.  It is the agent's job to provide this data and help explain it (I'll start building a plan for providing excellent data next).
• If the seller chooses not to price the home correctly, than the agent may have failed early in the process (see the 3rd post in this series, Listen to Me) by not listening well.
• Or, the seller is not as motivated as we think and the agent may need to share the name of another agent that doesn't mind advertising a property that isn't going to sell (or may sell later for below market).

Next, building a plan to help the seller set the price.