Suppose you’re selling your home in a competitive market. In that case, you’ve probably heard everything from “price it high and negotiate down” to “go low and spark a bidding war.” Truth is, there’s no one-size-fits-all. Pricing is part science, part psychology, and a lot of storytelling. Your price isn’t just a number; it’s the first impression, the headline, the vibe check.
Now, let’s bust a myth: pricing high doesn’t always mean you’ll “leave room to negotiate.” In fact, it can backfire. Buyers today are savvy — they’ve got alerts, spreadsheets, and Zillow tabs galore. If your price feels out of touch, they won’t even book the showing. Worse, they’ll assume you’re not serious. On the flip side, pricing too low can feel like a red flag. “What’s wrong with it?” they’ll wonder. So how do you thread the needle?
Start with the data, but don’t stop there. Yes, comps matter — recent sales, active listings, pending deals. But also consider timing, buyer psychology, and your home’s unique story. Is it a sun-drenched corner lot with a killer garden? A mid-century gem with original hardwoods? Those emotional hooks matter. And suppose you’re in a hot market. In that case, strategic underpricing (just a smidge) can create urgency and multiple offers — but only if the home’s got that wow factor and the marketing is dialed in.
Here’s the part most sellers overlook: pricing is a conversation starter, not the final word. It sets the tone for how buyers engage with your listing. Are they rushing to book a tour? Are agents calling with questions? If the buzz isn’t there in the first week, it’s time to pivot. No shame in a price adjustment — it’s not a failure, it’s feedback. The market’s talking. Listen.
Bottom line? Price with intention. Think like a buyer, not just a seller. And work with someone who doesn’t just run the numbers but knows how to read the room. Because in a competitive market like SF, the right price isn’t just about math — it’s about momentum.
