Virtually every training script I’ve ever seen has a line that says, “OK, so as your professional real estate agent, I’m going to advise you that we should price this home at (fill in the blank).” And it’s not just the scripts. Pretty much every online CMA (comparative market analysis) program has a page where agents are encouraged to put in a recommended price for the home, often before the agent has even seen it. We need to stop doing that. For one thing, that approach relies on sellers trusting you on price. And they don’t. Now, you’re not doing anything wrong. People are just suspicious of real estate agents when it comes to price. It’s not a rational thing, but it’s hardwired into every seller. When I sold my own home and hired two of my best agents to…
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