Sellers want facts, not fluff. When you show what buyers are choosing, repositioning becomes simple.
How do you convince a seller to adjust their price without making them feel like they’re losing money? It’s a challenge agents face across the country. Right now, about 42% of homes listed for sale end up needing a price change before they find a buyer.
Price adjustments are often necessary, but they can also create tension. Sellers may feel blindsided, frustrated, or even mistrustful if the conversation isn’t handled carefully. Here’s how you can frame the conversation.
The problem isn’t just the adjustment itself; it’s the word reduction. When sellers hear that, they often think, You told me I could list my home at this price, and now you’re saying it’s worth less. You’re taking money away from me. But in reality, the market price they initially set was unrealistic.
Call it a repositioning on the market. This language shifts the focus away from loss and toward a strategic approach. It emphasizes adapting to market conditions rather than fixing a mistake.
Turn price talks into a strategy session. One way to make this conversation effective is by holding a strategy meeting with your sellers. Together, you review the MLS to see which homes have gone under contract since theirs was listed. You compare features, pricing, and what buyers are currently choosing.
“Market data makes repositioning clear, not confrontational.”
Then, you look at what homes they’re actively competing against right now. With that context, you can ask, “Looking at what we’re competing against, where do you think we should reposition your home to obtain a buyer?”
This approach turns a difficult conversation into a collaborative process. Instead of focusing on what’s wrong with their home or why their expectations weren’t met, you guide them with your market expertise. Sellers feel like they’re part of the solution, not the problem.
Repositioning is about helping sellers see the path forward without making them feel like they’ve lost something. It builds trust, keeps the relationship positive, and most importantly, increases the chances of getting them an acceptable offer.
If you’d like to sit down for a strategy session about repositioning or talk through other real estate challenges, feel free to reach out at 515-346-6803 or email me at misty@mistysold.com. I’m happy to help.
