The overpricing conversation: let the evidence do the talking

Every agent knows this moment. You've done your homework, the comparable sales point to R1.5 million, and the seller looks you in the eye and says: "Let's try R1.8 million first. We can always come down."

Arguing harder rarely works. The seller isn't being difficult; they've lived in the house for twenty years, they know what they paid for the kitchen, and their neighbour told them about a sale down the road that "went for nearly two million".

Why one CMA isn't enough

A comparative market analysis is evidence from the past: what similar homes sold for. A seller can always find a reason why their home is different. What they can't argue with is what happens to their listing, week after week.

Agree on a test, not a fight

If the seller insists on a higher price, agree on it as a test with a clear end point:

• Set the period. "Let's give it four weeks at R1.8 million."
• Agree what success looks like. "If the price is right, I'd expect two or three viewings a week and at least one serious buyer asking about an offer."
• Agree what happens if it doesn't. "If we don't see that, we sit down again and look at the numbers together."

Now the conversation in four weeks' time isn't about who was right. It's about what you both agreed to look at.

Report the numbers every week

The test only works if the seller sees the numbers as they come in:

• how many people viewed the listing online
• how many enquired
• how many viewings there were
• what buyers said afterwards, kindly worded

"Lots of people looked at it online, three came to view, and all three said the price is high for the size of the erf." After four weeks of that, most sellers bring up the price themselves.

The market sets the price. Your job is to show the seller what the market is saying.

When the price drops

Present the new price as a fresh start, not a defeat: new photos, a new heading, and a message to every buyer who viewed or enquired. Those buyers already know the house. Some were only waiting for the price to move.

In ErfFind, every seller gets a branded weekly update from their agent with the listing's views, enquiries, viewings and buyer feedback, sent automatically every Monday. If you'd like to see it, book a free demo.