1. Begin with the seller’s goals
Ask about timing, motivation, financial requirements, showing flexibility, planned improvements, and tolerance for extended market time. Pricing is not only a number; it is a strategy chosen within the seller’s circumstances.
2. Confirm the subject-property facts
Walk through the home’s size, layout, condition, improvements, systems, amenities, land utility, and unique limitations. Let the seller correct missing information before discussing value.
This demonstrates that the recommendation is based on their actual property—not an automated address estimate.
3. Explain how the comps were chosen
Show that the selected homes compete for a similar buyer. Explain why a nearby sale was included, why a seemingly obvious property was excluded, and why an older but better-matched comp may be more informative than a recent mismatch.
4. Lead with sold evidence
Use the strongest sold properties first. Point out the important similarities and differences, summarize the adjustments, and show the resulting indications. Avoid reading every field aloud; focus on the differences that materially affect buyer behavior.
5. Separate estimated value from list-price strategy
State the evidence-supported range, then explain that the list price is a marketing decision. This distinction makes it easier to discuss a price above or below the calculated value without changing the underlying analysis.
6. Use active listings to explain competition
Show the current choices buyers will compare with the subject. Discuss days on market, size, quality, and reductions. A stale or materially different active listing should receive less influence than a fresh, closely matched competitor.
7. Use pending listings to discuss buyer action
Pending properties show where buyers have responded, but the contract price is usually unknown. Use the latest list price as context and avoid representing it as a closed result.
8. Frame the pricing options honestly
- Competitive: designed to reduce friction and maximize attention.
- Market-level: supported by the sold evidence and current competition.
- Aspirational: tests a premium and accepts greater time and reduction risk.
Do not promise a bidding war, a specific sale price, or a guaranteed timeline.
9. Invite a decision without forcing one
Ask which strategy best fits the seller’s priorities. Record the agreed range, next review date, and conditions that would trigger a price conversation. A documented plan prevents later decisions from feeling reactive.
10. Leave a useful report
Provide the subject summary, adjusted sold comparisons, estimated range, current competition, proposed strategy, and CMA disclaimer. Keep the full detail available, but make the decision points easy to find.