The Highest Asking Price Isn't Always the Highest Selling Price

First, I Listen to the Seller

Before I tell sellers what I think their home is worth, I ask what they think it's worth.

They've usually done their homework. They've looked at online estimates, talked with neighbors, listened to friends and relatives, and possibly gotten advice from someone who knows just enough about real estate to be dangerous.

I once had sellers whose dentist had seen their beautifully improved home and enthusiastically declared it was worth at least $2.2 million.

"Don't go under!" he advised.

The sellers repeated that advice several times.

The problem? He was comparing it to homes in a completely different market. The number wasn't remotely supportable for their property's location.

I spent about an hour talking them off that ledge.

The dentist meant well. But well-meaning advice without market knowledge can send a seller down a very expensive wrong path.

That's why I listen first. I want to understand what sellers believe, where those beliefs came from, and what expectations we need to address.

Then I show them what the market actually supports.

A Home Doesn't Compete Only With the House Next Door

I study comparable sales, beginning close to the property and expanding outward as necessary.

But I don't stop with the nearest five sales.

I examine each comparable home's strengths, weaknesses, condition, location, and features. Then I look at competing communities throughout the region.

Why?

Imagine you're relocating from the Bay Area or Southern California. You don't necessarily know whether you want Granite Bay, Serrano in El Dorado Hills, Winchester near Auburn, Catta Verdera in Lincoln, or Fair Oaks.

You may be considering all of them.

That means a home in Granite Bay isn't necessarily competing only with other Granite Bay homes. It's competing with the alternatives those same buyers are considering.

The real competition is wherever the prospective buyer might reasonably choose to spend their money.

That's a much bigger picture than a computer-generated estimate.

What Could This Home Be Worth?

Once I understand the property and its competition, I look at what we can do to improve its position.

I might tell a seller:

With basic cleaning, preparation, and staging, here's the value I believe the market supports.

But if we invest a carefully chosen amount in improvements, here's the higher price I believe we can achieve—and why.

Not every improvement is worthwhile. Some are inexpensive and make a substantial difference. Others cost a fortune and contribute little to the selling price.

The objective isn't to remodel for the sake of remodeling.

It's to spend money where it has the greatest potential to make more money.

And this is where my Black Cow philosophy comes in.

An ordinary home can blend into the herd. A distinctive, compelling home gives buyers a reason to stop, look, remember, and want it.

Sometimes we can create that distinction. Sometimes the property already has it and we simply need to make buyers recognize it.

And sometimes the smartest decision is to leave something alone.

Negotiation Begins With the First Words of the Marketing

Most people think negotiation begins when an offer arrives.

I believe it begins much earlier.

Every word in a property description, every photograph, and every conversation with another agent can influence the eventual negotiation.

My first question is always: Where do I want to lead the buyer's thinking, and what response am I trying to create?

I never casually disclose my seller's motivations or negotiating position.

Why would I? When I'm representing a buyer, I'm listening for exactly those little disclosures that might give us an advantage.

A listing that unnecessarily announces a relocation, a vacant home, or a seller eager to consider any offer can unintentionally invite buyers to start low.

Instead, I want the marketing to project confidence, knowledge, and a compelling reason to consider the property.

I want to create curiosity, desire, and anticipation—not rely on tired phrases like "Honey, stop the car!" or "This one won't last!"

We've all seen homes advertised that way, only to watch them sit on the market for months.

Sometimes Even the Fleas Have a Purpose

Decades ago, I came up with a line I occasionally use when marketing a fixer:

"This Dog Has Fleas."

You might think that's a terrible way to advertise a house.

But think about the buyers who are always hunting for an opportunity. They want something they can fix, improve, and potentially buy at an attractive price.

That line can catch their attention.

The objective isn't to persuade someone that a fixer is perfect. It's to attract the right buyers, encourage them to investigate, and ideally create competition.

Multiple interested buyers can change the entire negotiating dynamic.

That's the point: Different properties require different marketing strategies.

And sometimes the most effective approach is the one nobody expects.

The Photographs Are the Buyer's First Showing

Photographs aren't just documentation. They're storytelling.

The first few images determine whether someone wants to see more or moves on to the next listing.

I've seen listings with photograph after photograph of the front of the house, followed by five nearly identical views of the living room.

By then, many buyers have lost interest.

I prefer to create the feeling of arriving at the property and discovering it.

Approach the house. Enter. Experience the principal living spaces. See the kitchen, primary suite, backyard, and whatever makes this particular home memorable.

Then we can take a more detailed look.

It's a visual tour with a purpose.

Good photographs help buyers imagine themselves living there, entertaining friends, enjoying their families, or creating something special.

Poor photographs can make an otherwise attractive property seem disappointing before anyone visits.

The goal isn't simply to show the house. It's to make someone want to experience it.

Buyers Notice What Sellers Have Stopped Seeing

Here's something I tell sellers:

Buyers may not begin their search looking for flaws. But give them a reason to start, and they'll find plenty.

That wallpaper you still love? The fashionable tile from 1985? The bathroom remodel that was cutting-edge in 2005?

Buyers may see them very differently.

And once they notice a few dated features, they start wondering what else needs attention.

Sometimes the solution is simple: paint, flooring, lighting, cleaning, or updated décor.

Other times it's considerably more expensive: cabinets, windows, plumbing, electrical systems, or outdated construction.

I've encountered homes with systems that were state-of-the-art decades ago but are now difficult or costly to maintain.

And then there are fundamental design problems—awkward floor plans, low ceilings, or rooms that no longer suit how people live.

Some can be improved economically. Others can't.

Older homes can also have construction materials or systems that deserve closer examination. The age of a home alone doesn't prove a hazard exists, but it can tell us what to investigate.

I look for these things when representing buyers. I point them out, explain their implications, and help clients understand what correcting them might cost.

So when I'm representing a seller, I already know many of the things a knowledgeable buyer's agent is going to notice.

I'd rather address the important ones before the property goes on the market than have buyers discover them and use them to negotiate against my seller.

There's One More Thing About Pricing...

There's an important part of my pricing strategy that I haven't discussed here.

It involves understanding how buyers actually search for homes, how properties compete for their attention, and how a seemingly small pricing decision can make a surprisingly large difference in the number of buyers who discover your home.

I've spent years refining this approach, and it's one of the things I explain when I sit down with a seller.

I'm not going to give away the entire playbook on the internet.

But if you're thinking about selling, call me. I'll be happy to show you exactly how it could work for your home.

And There's a Lot More...

What I've shared here is only part of how I approach selling a home.

There are dozens of decisions, large and small, that can affect the final result. And after 37 years, I've learned that knowing what to do, when to do it, and why can make an enormous difference.

The highest asking price isn't necessarily the highest selling price.

The objective is to create the strongest possible property, position it against the right competition, attract the right buyers, and negotiate toward the best result the market will support.

Want to know what I'd do differently to sell your home for the most money possible? Let's talk.