How to Respond When an Owner Expects an Unrealistic Price

Telling an owner that their price expectation is unrealistic can immediately create resistance.

A better approach is to avoid saying:

Instead, say:

Begin with the owner’s priorities. Ask whether they value the highest possible price, a predictable sale or a faster transaction. Then present:

• similar active properties;
• how long they have been advertised;
• recent price reductions;
• differences in condition and location;
• the level of competition at the proposed price.

The goal is not to win an argument. The goal is to help the owner understand the consequences of each pricing decision.