Page 45 - New Agent Real Estate training book

Discussing your Competitive Market Analysis

My Comparative Market Analysis helps me determine the value of your home based on today’s
market conditions. The value of your home has to be evaluated based on the conditions of the real
estate market that exist today. We look at:

1. Which properties have sold recently.
2. Which properties are under contract which we think are comparable. Keep in mind we won’t
know the actual sale price for these because they are still pending.
3. Which homes are currently for sale, since we will be competing against these for buyers.
4. Which homes have recently expired or failed to sell.

Based on today’s market, your home’s market value is around:

“________” or use a value range “between _______ and ______.”

Do you have any questions about why the market is dictating that value?

Setting the Price

The initial period when your home is a new listing is the most important time period. Potential buyers
have a higher level of excitement and urgency to buy because you are new on the market. If we price
your home too far away from the value, we could lose the right buyer.

This is one of the effects of overpricing, a loss of urgency for buyers, or a longer time on market,
eventually selling for less money or not selling at all.

Where are you thinking you want to price your home at initially?

If They Want to Overprice

If you are priced above the market value, in today’s market, that price can lead to much lower activity
on your home, are you certain that’s the list price you want to start with?

If Asked for Your Recommendation of Price

How about if we start at ______? I think this is the price that will enable us to maximize activity and
reach your goals, should we start there?
Moving on From Price

Let’s talk about the next steps in getting your home on the market.
For Sale Sign, LockBox, MLS, How showing appointments will handled, ect…

Finishing Up

Mr. and Mrs. __________, we have covered a lot of information in a short period of time. After our
discussion, I have no doubt that we can achieve your goals hopefully within the time frame you need,