It’s a situation many property practitioners know all too well: you’ve built rapport, answered every question, and invested time into the relationship, only to lose the client over one sticking point: the price. Whether it’s a seller who won’t budge on an unrealistic figure or a buyer convinced they can find better value elsewhere, pricing disagreements can undo even the strongest working relationships.
You’re not alone. A Prop Data poll found that over 86% of practitioners say they have to correct pricing expectations “often” to “almost all the time”. These moments can be frustrating, but they don’t have to be the end of the road. Here are ways to pick yourself up, reflect, and recover from a property pricing disagreement.
It’s worth taking a step back to understand why your client may have dug in their heels. What’s driving their expectations? A seller might be hoping to cover a bond shortfall, fund their next move, or simply believe their home deserves more because of its emotional value. A buyer might be working with tight financing, burned by past mistakes, or nervous about overpaying in a volatile market. These motivations aren’t always rational, but they’re very real.
The better you understand what’s behind the number, the better you can navigate the conversation. That said, not every pricing disagreement is yours to solve. If a deal slips away, don’t be too hard on yourself. Sometimes clients have to test the market (or hit a wall) before they’re ready to listen. Letting go of the wrong fit can clear the way for the right ones.
It’s frustrating when you’ve done your research, only to have a buyer or seller dismiss your pricing advice. But this is your moment to help them look ahead. For buyers, gently highlight that having rigid or unrealistic price expectations can mean missing out on properties that are actually a great fit. While they’re holding out for a “better deal”, well-priced homes are getting snapped up by more decisive buyers, especially in areas with low stock or strong demand. Over time, they may find themselves priced out or forced to compromise more than they would have initially.
For sellers, pricing too high can be just as costly. According to FNB’s April 2025 Property Barometer report, the average time homes spend on the market has ticked up to 12 weeks (1Q25) from 11 weeks (4Q24). Sellers who choose practitioners based purely on the highest price estimate often end up with listings that linger and lose momentum, forcing price reductions down the line. It’s important to focus instead on how quickly a practitioner can close deals and maintain market interest to maximise value.
If you find yourself at an impasse with a client over pricing, offering a second professional opinion can help rebuild trust and open the door to constructive dialogue. Suggesting that they consult a colleague shows confidence in your own assessment while respecting their need for reassurance.
You can also emphasise the independence and reliability of your Comparative Market Analysis (CMA) report data, especially if it’s powered by a reputable source like Lightstone. Highlight that this data is comprehensive, accurate, and widely regarded as an industry standard, giving clients peace of mind that your pricing recommendations are based on solid, objective information rather than guesswork or personal opinion.
Even when pricing disagreements lead to losing a client, how you handle the situation can make all the difference. Gregory Van Wijk, Owner of Just Property Summit, explains: “I’ve had clients I thought I lost come back to me or refer others because, although I didn’t agree with their pricing, I was kind, honest, and fair in explaining my valuation. In many cases, the prices I suggested ended up matching the offers they eventually received or even what they sold for.
“They saw that I was working in their best interest to get them the best price in the shortest time. Sticking to fair, well-supported valuations not only builds trust but also sets you up for more consistent success and future business.”
Not every pricing disagreement is a setback and can sometimes be a valuable learning moment in disguise. Losing a client can reveal opportunities to refine how you communicate, present data, or navigate tricky conversations around value.
"Losing a client over pricing, while disappointing, is sometimes unavoidable and can even be a good thing if it means not taking on an unsellable listing,” says Aaron Grant Ruiter, Group Operations and Technology Manager at Harcourts Rhino. “Debrief and learn from the experience: reflect on whether communication could have been clearer or if more data could have been presented."
Trish Kennedy, Principal/Owner of Zest Property Group, agrees: "Analyse exactly why you lost that client and ask them if necessary so that you can learn from the experience. Even a quick conversation can offer insight into what went wrong and what you could do differently next time."
Sometimes, walking away is the best move you can make. If a client isn’t open to sound advice or doesn’t trust your guidance, it’s a sign that the working relationship may not be a productive one. And if they’re likely to question your strategy at every turn, you’re setting yourself up for frustration. Many experienced practitioners simply choose not to take on buyers or sellers with unrealistic price expectations and you can do the same. That doesn’t mean burning bridges. While a seller, for example, might sign with someone else, chances are their home still won’t sell at an inflated price. When their mandate expires, you might get a call back, and this time, they could be more open to your approach.
As Ruiter notes: "Acknowledge that some clients are simply not open to market realities. Maintain professionalism, thank them for their time, and keep the door open for future engagement. Focus on building relationships based on trust and expertise, which means sometimes saying no to unrealistic expectations."
The smartest way to stand your ground
Having the facts behind you can go a long way in preventing pricing disagreements before they happen. When you back your advice with solid data, it’s easier to guide clients with confidence and make your case when expectations get unrealistic. Lightstone, for example, provides the kind of comprehensive data and market insights that elevate every valuation conversation.
As a Prop Data client, you can access our Valuations Module, which lets you send automated online valuations using industry-leading data from Lightstone, combined with your own comparable listing databases. You can also customise the layout and presentation to reflect your unique brand and make a polished impression.