Pricing Starts the Conversation: Communication Closes the Gap
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- 4 min read
In today’s market, communication with your seller is no longer just part of the process. It is the process. For the past several years, many sellers became accustomed to a market where properties moved quickly, inventory remained limited, and pricing mistakes were often forgiven by demand. But markets shift. Across many markets, inventory has increased, days on market have stretched, and sellers are entering a more competitive environment than they have experienced in years. And that changes the role of the listing agent. I have long believed that there are no 'good' or 'bad' real estate markets. There are simply markets that ebb and flow over time. Sometimes the winds of favour back the seller, sometimes the buyer, and sometimes they balance out. Regardless of the type of market you are working in, adaptability and flexibility are key to success. Many agents are finding that real estate this year is not the same as what they have previously experienced, and they are having to reinvent themselves for a new marketplace. This is both normal and healthy in my opinion,n and a recalibration and return to fundamentals might be all that it takes. Setting the Stage Early One of the most important conversations an agent can have happens before the property ever hits the market. Setting realistic expectations early can make the difference between a strategic launch and a frustrating experience. Pricing strategy is no longer about showing a seller a handful of recent sales and choosing a number that feels comfortable. Today, context matters just as much as comparability. Strong listing presentations should include Active listings alongside Sold properties so sellers can clearly see the competition they are entering. Just as importantly, discussing Withdrawn and Terminated listings adds value as well. These properties tell a story that Sold listings cannot. They show what happens when the market rejects a price, when expectations miss reality, or when a home simply does not create enough urgency for buyers to act. In many cases, starting the conversation with Expired or Withdrawn listings can actually create better alignment before reviewing Actives and Solds. It reframes the discussion from “What do you want to list at?” to “What does the market respond to?” Not every property sells simply because it is listed. Properties that are priced strategically, positioned correctly, and managed proactively still move. The Listing Is Not the Finish Line One of the biggest frustrations sellers experience is silence after the listing goes live. The sign is up. The property is online. And then the communication slows down. No agent wants to receive a phone call from a seller asking, "What are you doing to get my property Sold?" Frankly, if you have allowed the Seller-Agent relationship to get to this point, it can be difficult to recover from. The key is to be Proactive with your outreach and communication, not Reactive when the phone call comes in. That is where agents separate themselves. You should clearly explain your communication strategy at the listing appointment. Your seller should be convinced that they will never have to wonder what is happening with their listing. Even if there is no major change, they can still expect to hear from you consistently with updates, market insight, and next steps. Don't have a communication strategy for your listings? It is time to build one! Week 1: Launch Phase - Maximize early exposure and share initial market feedback
Week 2 and Beyond: Ongoing Weekly/Bi-Weekly Updates - Set expectations with the seller and be consistent!
Consistent weekly or bi-weekly updates reassure sellers that there is an active strategy behind the listing. And those updates should go far beyond showing feedback alone. Today’s tools allow agents to provide meaningful data around online engagement, property views, search appearances, and buyer activity through platforms like CREA’s DDF and Pillar 9. That information matters because sellers want clarity. They want to know whether buyers are seeing the property, how the market is responding, and whether adjustments may be needed. The best agents also continue communicating market movement throughout the listing period. New competing listings. Recent sales. Price reductions nearby. Anything that helps the seller stay connected to what is happening around them in real time. Every 2–3 Weeks: Update and Refresh Strategy
Alongside communication comes effort. In a more competitive market, exposure matters. Creative open houses, twilight events, agent caravans, neighbourhood previews, targeted social campaigns, and broker tours all create additional opportunities to generate traffic and feedback. Even if those efforts do not immediately produce an offer, they demonstrate momentum. Sellers want to feel confident that every reasonable opportunity is being explored. Most listings do not fail because of one major mistake. They struggle because communication slowly disappears, expectations drift apart, and small concerns go unaddressed for too long. The agents who navigate shifting markets best are rarely the loudest. They are the ones who stay consistent. The ones who continue educating, updating, advising, and communicating long after the listing agreement is signed. In a market where homes take longer to sell, communication is no longer an added value. It is the service that sets you apart. |
