This is the second post in my series on the difference between a good real estate agent and a great one. In the first article, I talked about execution versus intention. In this one, I want to focus on something that sounds simple but is anything but:
Pricing versus positioning.
Most agents can put a price on a home. Great agents understand how that price actually functions inside the MLS, how buyers search, and how small decisions can dramatically affect exposure, momentum, and results.
Pricing Isn’t About What “Looks Better” 💻
One of the most common pricing mistakes I see is agents pricing homes at odd numbers because they think it looks better.
For example, if a home’s value is realistically around $500,000, some agents will suggest pricing it at $499,999. In my opinion, that’s one of the worst ways to price a property — and here’s why.
Buyers don’t search that way.
Computers don’t search that way.
Most buyers search in increments of $25,000, $50,000, or $100,000. So yes, pricing at $499,999 means the home will show up for buyers searching between $400,000 and $500,000. But what about buyers searching $500,000 to $600,000? This might be the perfect home for them — and they never see it.
If a property doesn’t show up in MLS search results, it doesn’t matter how good it “looks” on paper.
And let’s be honest — nobody is sitting around saying, “I’d gladly pay $499,999 for that house, but I absolutely refuse to pay $500,000.” Buyers just make offers. If they want to pay less, they offer less.
Pricing needs to be done the way a computer thinks, not the way a human thinks something sounds nicer.
I can actually show sellers in real time how changing a price by one dollar can add 50 to 60 additional homes into a buyer’s search pool — or remove them just as easily.
A Quick Tip for Buyers 🔍
If you’re a buyer, here’s a simple strategy I always recommend.
Don’t search only at your exact number. Look about $15,000 below and $15,000 above your comfort zone. You’ll pick up far more listings simply because of how homes are priced in the MLS.
Overpricing Can Hurt — But It’s Not Always Black and White ⚖️
You’ll often hear that overpricing creates “invisible damage,” and to a large extent, that’s true. But real estate isn’t always clean-cut.
Sometimes a home truly is difficult to price.
I once had a seller refer to their home as a “unicorn.” And they weren’t wrong. There was nothing comparable within 10 to 15 miles that matched the location, features, and layout. There were homes of similar size, but nothing quite like it.
In situations like that, pricing becomes challenging. Every seller wants the most for their home — and they should. Most agents do too. Unfortunately, some agents pride themselves on how fast they can sell a home, and the reality is that often means it was underpriced so they could get paid and move on. I find that incredibly rude.
Sometimes pricing requires trial and adjustment, not blind certainty.
How I Handle Pricing Conversations 🗣️
When a seller wants more than what the data supports, I don’t just say, “We’re priced too high.” I ask a better question:
“How did you arrive at that number?”
Sometimes the reasoning makes sense. Sometimes it doesn’t.
If there isn’t enough data to price a home perfectly, I’m willing to listen. As long as we’re within a reasonable range, I’m happy to try a seller’s number for a short period — with the clear understanding that we’ll evaluate quickly and adapt if needed.
If we’re off by $10,000 or $15,000, that’s workable.
If we’re off by $200,000 or $300,000, we have a serious problem.
I’m happy to be wrong — but I’m not willing to be stubborn.
Showings Without Offers Are a Warning Sign 🚩
This is where good agents and great agents truly separate.
If you’re getting a lot of showings but no offers, something is wrong.
If feedback is positive but repeatedly mentions price, then you need to listen. But if price isn’t being mentioned at all, I’m hesitant to immediately recommend a price reduction.
Why?
Because dropping the price without understanding why the home isn’t selling is often a shortcut.
Great agents dig deeper. They call the agents who showed the home. They ask better questions. They don’t just rely on checkbox feedback.
That extra homework often reveals issues that have nothing to do with price.
Buyers Deduct — Sellers Justify 🏠
Buyers walk into a home and immediately start deducting.
They see worn carpet, dated paint, older appliances, an aging AC, or a roof nearing the end of its life. Then they start doing math — and they almost always overestimate the cost.
Those aren’t upgrades.
They’re updates.
A roof that can’t be insured isn’t adding value — it’s removing leverage.
Two identical homes at the same price won’t get the same offer if one needs work and the other doesn’t.
Countering Low Offers with Preparation 🛠️
When I know a home needs work, I recommend getting estimates before listing. That way, when a buyer justifies a low offer using inflated numbers, we can respond with facts.
If a seller has the ability to do certain updates properly before listing, I often recommend it — selectively. Doing everything isn’t always smart. Doing things cheaply almost always backfires.
I also strongly recommend a pre-listing inspection when possible. Knowing issues upfront gives you control instead of letting surprises dictate your price later.
Final Thoughts: Communication Is the Real Difference 💬
One of the biggest differences between a good agent and a great agent is the ability to communicate openly and honestly with their seller — without hesitation.
Buyers, sellers, and agents need to be able to have real conversations to reach real solutions. When an agent is afraid to tell a seller the truth — whether about price, condition, or market feedback — the seller never gets the full picture.
Once you realize that it’s not your fault as the agent — and that you were hired to have these conversations — everything changes. Deals move forward. Adjustments get made. Stress goes down.
A good agent avoids tough conversations.
A great agent has them — respectfully, clearly, and early.
That’s where real value shows up.
When you hire David Dorman, you GET David Dorman.
Contact Information 📞
David Dorman
Century 21 Carioti
📍 Serving Ocoee, Winter Garden & Windermere
📞 407-948-8295
🌐 https://www.daviddorman.com
🌐 https://www.liveinorlandofl.com