Still using sold comps to price listings? You're about to get crushed.

Brent and Chase break down why active inventory, not past sales, is the key to pricing in a shifting market.

The Truth About Today’s Market

• Days on market are increasing
• Sellers are clinging to yesterday’s prices
• Most listings are sitting—and will continue to
  
  

So how do you win?

Price Based on Actives, Not Solds
If there are 30 active homes and 3 are going pending weekly, you’ve got to be in the top 10% to have a shot.

“Your only comp is your competition.”

How to Explain This to Sellers:

1. Ask: “What’s your understanding of what happens when a home is on the market too long?”
   
   
2. Walk them through buyer psychology:
   
   
• More days = more discount requests
• Older listings = perceived flaws
  
  
3. Use math:
   
   
• If your market sells 3 of 30 homes weekly, how long do you want to wait?
  
  

If They Still Push Back:

• Offer a pricing strategy that includes built-in adjustments
• Clarify: “I’m okay trying it—but understand it could cost you money.”
  
  

This isn’t just about strategy. It’s about courage—to tell the truth, hold your ground, and guide your clients like a true professional.