Working in real estate means working with people, and while that can be incredibly rewarding, it also brings its fair share of challenges. Not every client is easy to please, especially when it comes to setting a realistic price for a property. Emotions often run high and opinions even higher. According to a Prop Data poll, over 86% of property practitioners say they have to correct pricing expectations “often” to “almost all the time”.
Whether it’s a seller who can’t recognise the real value of their home or a buyer whose expectations don’t match their budget, conversations around pricing can quickly become tricky. Here are some strategies to help you handle property pricing pushbacks.
When buyers question your pricing, start by listening. Give them space to express their concerns and motivations, whether it's budget limitations, market perceptions, or emotional factors. Ask thoughtful questions to uncover what’s really driving their hesitation, then use that insight to guide an open, honest discussion about expectations and market realities.
“Education is key to backing up your pricing,” says Gregory Van Wijk, Owner of Just Property Summit. “It’s important to educate buyers early on about how the market works, how property appreciates over time, and the benefit of starting small to build equity. Practitioners should use real sales data and affordability tools to help ground their expectations. It’s also helpful to shift their mindset from wanting everything now to seeing property as a long-term investment.”
Being proactive and backing up your pricing with the facts is important, agrees Aaron Grant Ruiter, Group Operations and Technology Manager at Harcourts Rhino. “A detailed pre-qualification process and clear, data-driven conversations about affordability and current market values before viewing properties are essential. Showing them comparable sales data for properties they are interested in, and transparently explaining transfer costs and bond implications, helps anchor their expectations in reality.
“Education on market trends and the impact of interest rates is also vital. At Harcourts, for example, we partner with ooba, and they do a fantastic job of pre-qualifying our buyers,” he adds.
“One should highlight the positive aspects of the property as far as possible,” says Trish Kennedy, Principal/Owner of Zest Property Group. “This can include features, finishes, maintenance levels, and previous renovations. At the end of the day, they should put in an offer at whatever price they feel is fair.”
Being a trusted local expert and knowing your farming area thoroughly can also help. Knowing about the neighbourhood’s appeal, service delivery, safety, and future developments can help to prove your pricing is grounded in reality.
When a seller resists your suggested price, start by acknowledging the emotional weight behind their reaction. After all, you're asking them to put a number on a place full of memories. Take the time to listen and show empathy, then revisit your pricing strategy — this time with a gentler, more tailored approach.
You should use relevant data and comparables to support your position, while keeping their personal goals in focus. Whether they’re aiming for a quick sale, maximum return, or peace of mind, help them see how your pricing aligns with what matters most to them.
“Managing seller expectations requires strong communication and a reliance on factual data,” says Ruiter.
“A comprehensive Comparative Market Analysis (CMA) presented early in the listing process is crucial, and you should explain how it was compiled using recent sales of similar properties. A practitioner should also highlight the impact of overpricing on market days and the eventual sale price.”
Part of the challenge is helping sellers understand what today’s buyers are actually looking for. As Van Wijk explains, not everything a homeowner values translates into added market value: “It’s helpful to point out that features like solar, inverters, gas, and water tanks have become standard expectations,” he says. “They help a home sell but don’t necessarily increase its value. Instead, focus on helping sellers position their property to meet buyer demand, not just personal preference.”
If the seller still isn’t convinced, the next best tool is feedback from the market itself. As Kennedy suggests, the numbers can speak for themselves: “If the property is still listed at an unrealistic price, the real estate business should go through a comprehensive marketing strategy at the end of which one should take the results to the seller,” she says. These can include the number of views, enquiries, and average click-throughs.
“These results more than likely show the lack of or limited interest shown by buyers. From this, the practitioner and seller should discuss the reasons for this lack of interest. It could be the condition or location of the property but in all cases leads back to the fact that the price is unrealistic for that property,” she says.
Back up your pricing with the right data
Of course, the ideal scenario is avoiding pricing pushback altogether, and that starts with being equipped from the outset. As a property practitioner, you have access to data-driven tools that can help you price accurately, justify your recommendations, and build trust with clients from day one.