How to Talk Homesellers Through Their Pricing Concerns In Real Estate

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Let’s be honest — few things deflate a listing appointment faster than hearing: “Well, another agent said we could get $100,000 more.”

Cue the crickets.

Or how about this one: “Maybe we’ll just go with the agent we used last time.”

That can feel like a double punch to the confidence if you’re not ready for it. But here’s the good news: Objections aren’t rejection. They’re just requests for more information. And when handled right, they’re the gateway to winning trust — and the listing.

Let’s break down two of the most common objections sellers throw our way and how to handle them like a seasoned pro.

Objection No. 1: ‘Another agent told me I could get more money’

Classic, right? A homeowner hears a big shiny number and starts mentally spending that imaginary money. Suddenly, you’re the bad guy for bringing them back down to earth.

Here’s how I coach my agents to handle it: Stop saying, “This is what your home is worth.” That opens the door for opinion-based ping-pong.

Instead, shift your language to:

“This is what your home will likely appraise for.”

Why that distinction matters: When you say worth, it feels personal. Subjective. Open for negotiation. But appraisal? That brings the bank into the conversation. And nobody argues with the bank — not even your cousin Sal, who still thinks Bitcoin’s coming back.

Ask the seller to imagine they are the appraiser. Three similar homes in the area sold for $500,000, $515,000, and $525,000. Which number are they going to pick to protect the bank’s interest? Probably the lowest. Not because they’re cheap, but because they’re covering their assets — literally.

Remind them: The bank isn’t just loaning money — they’re investing in the property. And after 2008? Let’s just say banks got real cozy with caution. So, no matter which agent they hire, the home still has to pass the appraisal test.

I like to lighten the mood by saying:

“I’d love to be wrong — if it sells for $100,000 more, that’s more commission for me!”

That kind of transparency builds trust. You’re not chasing a paycheck — you’re preparing them for reality. And that’s exactly what they want: a straight shooter.

Objection No. 2: ‘We’ll just use the agent we had last time’

Sometimes this sounds like loyalty — but more often, it’s about comfort and assumed advantage. The sellers might figure, “We’ve worked with them before … they know us … they’ll probably cut us a deal or work harder to get us top dollar.”

But here’s the reality: Just because you know an agent doesn’t mean their strategy is right for this market — or for your goals.

Try something like this:

“If you had a great experience last time, that’s awesome. But even great agents can get too comfortable using the same approach. My job is to give you a pricing strategy that works in today’s market — and get your home sold at a price the bank will support, not just what sounds good on paper.”

Then bring it back to the facts:

“At the end of the day, no matter who you hire, the home still has to appraise. No agent — no matter how friendly or familiar — can change that.”

And if you want to sprinkle in a little humor?

“If I could promise $100,000 over asking just for being nice, I’d be out here hugging every homeowner in town.”

That line usually gets a laugh — and diffuses any lingering tension.

The goal isn’t to bash the other agent. It’s to position yourself as the one with the most relevant, up-to-date, and bank-backed strategy. The relationship might earn the old agent a seat at the table — but it’s pricing smarts that earn the paycheck.

Presenting a strategy that works

Try this: Present a pricing range instead of a fixed number. Give them the high and low ends of what similar homes are selling for, and explain:

“We can test the higher end if you’d like — but I want to make sure we don’t scare off qualified buyers or risk losing the deal in appraisal.”

Let them make the final call. After all, it’s their home. Your job is to educate and guide, not arm-wrestle.

Here’s how you win the listing

When a seller says, “We’re thinking of listing with someone else,” don’t panic. Pivot. Use it as a chance to prove your value.

Here’s the game plan:

• Reframe the pricing convo around appraisal, not opinion
• Teach them how banks determine value
• Use a pricing range to give them control
• Position yourself as a marketer, not a price-guesser
• Stay calm, stay clear, and stay kind

At the end of the day, sellers aren’t looking for the slickest pitch or the biggest promise. They’re looking for someone who will tell them the truth, guide them through the process, and help them make informed decisions without the salesy pressure.

And when you can do that with confidence, clarity and a little humor? You don’t just win listings. You win clients for life.

Darryl Davis is the CEO of Darryl Davis Seminars. Connect with him on Facebook or YouTube.