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How to Price Your Home to Sell in a Softening Market

The summer selling season has come. Unfortunately, those home sellers

who were looking forward to sky-high prices and multiple offers may be

disappointed to find the market softening. In a declining market, pricing a

home becomes critical to success.


Pricing your home in a softening market

The first step is to realize the market has changed. Buyers will not overpay

for a home in an uncertain market. Whereas just a few months ago it might

have made sense to “test the market” and set an aggressive price, sellers

who try that strategy today will lose valuable time, risking an even slower

market when the home sells.


Home Value Truths

· What you paid for your home doesn’t affect its value.

· Your asking price does not affect its value.

· What it might have sold for 2 months ago does not affect its value.

· What your agent tells you about price does not affect its value.

The value of your home is determined by what a qualified buyer in today’s

market is willing to pay for it, comparing it to others on the market for sale.


Pricing Strategy in a Softening Market

Your pricing strategy should be the same, regardless of whether you are in

an accelerating or declining market – to price the home ahead of the

market. In a declining market, that means you should price your home

slightly below the most recent comp.



Using this strategy, you will demonstrate to buyers that you understand the value of your home and are serious about getting it sold quickly. This puts you in the best position to maximize your selling price in the current market climate.

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