Most agents win a listing on a price they will NEVER get.

I'd rather lose a few by starting out honest.

I never actually tell a seller what their home is worth.

This might sound mad to some of you. Pricing the property is supposed to be our job, you might think.

But I genuinely think that the moment you throw out a number, you've made it you versus them. Too low and you're just trying to undersell them for an easy commission. Too high and you've now got six months of slowly talking your client back down to the real world.

So I don't lead with a price. I lead with the honest truth.

I show every comparable sale in their building. Every real transaction, what actually transferred and what is listed and available. And then I let the seller make the decision.

Most of the time, once they've seen the real data, the number they give is there or there abouts. And because it's their number they own it. They don't fight me on it for months.

Most agents win the listing on a price they can't deliver. I'd rather lose a few by starting out honest.

The market sets the price not agents. Our only job is to make sure they can see it clearly.