"It's about controlling and guiding them—guiding the conversation so that you know what they're thinking, because you're guiding them on how to think."

- Dan Rochon

Episode Summary

How to Guide Sellers Toward a Realistic List Price Without the Fight

When Pricing Becomes a Battle

As real estate agents, we’ve all had those moments: a seller hears a number and immediately says, “That’s too low.”

They’ve lived in the house, made memories, upgraded light fixtures—and maybe even calculated their next home purchase based on the price they hope to get.

That’s where the real challenge begins. Because if you just throw out a price, the conversation quickly becomes a negotiation… and not the good kind.

But here’s the key I’ve learned over the years: you don’t need to tell them the price. You need to guide them to it.

Start With the Data… Then Let It Breathe

I’ll usually begin by reviewing online valuations with the seller. But not to say “this is the number.” Instead, to show them just how much those tools can vary.

Here’s an example from a recent conversation:

• Zillow: $295,000

• Redfin: $306,724

• First American: $330,000

• Private valuation tool I use: $326,000

• Another source: $302,000

Now, I ask:
“What do you notice about these numbers?”

They’ll usually respond with something like:
“They’re all over the place.”

Exactly. That opens the door for the next part of the conversation.

Bring Them Into the Process

Once they see the inconsistencies, I walk them through comps—but in a very specific way.

Instead of telling them what the comps show, I ask:

• “How does your kitchen compare to this one?”

• “Do you think your bathroom is in better or worse condition?”

• “This unit is slightly larger than yours—how do you think that might affect price?”

Now they’re involved in evaluating the property. They’re not being told—they’re thinking. And that’s the goal.

The conversation becomes collaborative. They begin to see for themselves how condition, updates, and layout influence the price.

Let Them Say the Number

At the end of the walkthrough, I’ll ask:

“Based on everything we’ve looked at today, what are your thoughts about where we should list this property?”

That question is intentional. I’m not saying “what do I think.” I’m inviting them to own the decision.

At this point, the seller is much more likely to suggest a realistic price. And if they still say something far off—like $350K when the data points to $310K—then I know I’m dealing with a seller who may not be ready to sell.

And that’s okay. You don’t have to take every listing.

It’s Not About the Price—It’s About the Process

The magic is in the conversation. When you guide your sellers thoughtfully, you’ll build trust, reduce conflict, and get more realistic pricing decisions.

So next time you’re prepping a listing appointment, remember this:

You’re not just presenting comps.
You’re guiding a thought process.
And that’s what gets results.

Do you doubt yourself? 

If yes, then I invite you to borrow our belief. You are unstoppable, and with CPI, you will achieve your goals!

You just need to find YOUR Way. 

I wrote Real Estate Evolution - The Ten Step Guide to Consistent and Predictable Income to help you discover YOUR Way and offer it as a gift for free. 

The book is a step-by-step manual that will guide you to understand how I have had No Broke Months (with an average of 10 monthly sales) since 2008 - and it will show you how you can do the same moving forward.

You can Claim Your Copy HERE.

Imagine that you are successful as an agent in six months, have figured out how to do the business and have monthly closings, and are reaching your potential, which means you will have the courage to stick to selling and make more money. 

Others will admire and value you. 

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