How To Determine a List Price

We are in the midst of an interesting dilemma with pricing several properties for sale.

  1. A house that’s JUST on the cusp of being a short sale
  2. A property that is not a short sale but is stuck COMPETING with short sales
  3. A luxury home that is unique, rare and in a neighborhood where it appears that a “fire-sale” has taken place around the corner, lowering the average price per square foot

How do we deal with pricing?

For the potential short sale: Just price it right, based on what’s happening in the neighborhood with similar homes. Remember, the seller’s lender still has to approve the short sale amount before a buyer can purchase the property. There are programs available to qualified sellers that will give them money ($3000) for relocation assistance, such as HAFA.

For the property with equity competing with short sales: Just price it right, based on what’s happening in the neighborhood of similar homes. It’s important to be careful not to have a downward spiral of competing price reductions against those short sale sellers. Example: You lower your price, they lower theirs, then you lower yours again, then they lower theirs again…STOP the madness before it even starts!

Sometimes it’s better to stand firm on (the reasonable) list price and be willing to budge when an offer comes in. Short sale sellers often have nothing to lose since they have no equity anyway. Representing a seller who has equity takes a certain level of care…

For the unique luxury home: Just price it right. There’s nothing in the world like this home. In the absence of enough suitable properties to compare, we make sure a formal appraisal is conducted for this type of luxury estate to determine an objective third-party basis for a List Price. Many luxury sellers do not have to sell their homes. They can sit tight and wait for the right buyer to come along.

The one common denominator for determining a List Price for the three scenarios above:

JUST PRICE IT RIGHT.

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