Real Estate Agent with Charles Rutenberg Realty - Naperville

After 15 years of selling financial products, I am very comfortable talking numbers with people...

Pricing is the key to selling homes.

Yes, you want the home staged correctly...

And yes, the home needs to be marketed properly...

But if it isn't priced right, you have no chance.


With that in mind...


  1. Have a pricing reduction system and explain it to your clients up front.
    It is best to price homes correctly from the beginning. Nevertheless, many clients will want to test the market.  I understand.  So you need to have a price reduction system and explain it up front. 
    My system:  My listings will have at least 2-5 showings per month.  They will also have a contract within the first 10-15 showings.  If they do not, they are overpriced.
    That is my pricing system.  You better have one too...

  2. Bring a listing modification form on your first appointment.
    I want my clients to understand the process up front.  Part of that is being comfortable with the paperwork.  I show the listing modification form at our first meeting, so they will feel comfortable with the paperwork and the process.
  3. Set your clients up with an email search of their neighborhood.
    Keep them educated.  Using the local Multiple Listing System(MLS), agents can easily provide clients with detailed information from their neighborhood or subdivision.  With this information in front of them, your clients will usually understand the realities of their own market.

  4. Keep your clients focused on the buy side. 
    In this type of market, the selling of a home can be a difficult time. There are less showings, contracts, and offers than there were 5 years ago...
    Keep them motivated by looking at some homes.  Set them up with an internet search of homes that match their needs/wants.  If they find something they really like, they may be motivated to price their home to sell even sooner.

  5. Show them the internet traffic.  
    I send my clients weekly reports from Trulia and Realtor.com that show the on-line traffic their homes are generating.  They see their homes are being "seen" even if they are not being seen.

  6. Let the client have final say on pricing. 
    I try to act as an advisor for my clients.  An advisor who educates.  Who consults...
    But the ultimate decision is theirs.  Let them know that.  They will make the proper decision.  Eventually...

  7. Stay on top of the subdivision/immediate competition.  
    Become the expert for the neighborhoods you are market in.  Being the "local expert" will give you confidence that will lead to better pricing...

  8. Give them what they want.
    Host open houses.  Most clients appreciate their agents hosting open houses.  They will know you are working for them on that day.  They will adjust their prices quickly when they know you are working hard for them.

  9. Don't ask for price reductions.  
    I use a "passive aggressive" approach to sales.  I don't ask for price reductions.  I want my clients asking me to reduce the price.

  10. Post your thoughts on pricing.
    This post will probably be read more than 1000 times.  Some of those readers will become clients.  They will already understand my "system".  These are great clients to work with.  They called me.


I hope some of my tips work as well for you as they do for me.



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Comments 163 New Comment

Gene Riemenschneider
Turning Houses into Homes
Home Point Real Estate

I think your approach is very good.  Thanks for a great post.  Having educated sellers is always a plus.

July 20, 2011 01:12 PM
Ken Tracy
Naperville Illinois Real Estate
Charles Rutenberg Realty - Naperville

Hi Gene, Ann, Don, Herman and Sybil.  Thanks!

Good to get some activity on an older post...

Price em right.  Get em sold!


Thanks again,


July 21, 2011 03:09 PM
Jack Ehlert

Great tips Ken... Love your positive, proactive, upfront approach.  My rule is 10 showings or 30 days, whichever comes first!  Keep up the good work!

August 29, 2011 10:51 PM
Ken Tracy
Naperville Illinois Real Estate
Charles Rutenberg Realty - Naperville

Hi Jack.  Thanks!


August 30, 2011 12:50 PM
Paul Gapski
619-504-8999,#1 Resource SD Relo
Berkshire Hathaway / Prudential Ca Realty

great post ken, i always love when clients ask to drop the price

January 28, 2012 10:14 AM

Ken Tracy

Naperville Illinois Real Estate
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My story. From rags to riches in the crazy world of real estate sales...

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