Price is the one decision that shapes everything else about a listing. Run these seven checks — yourself, or with the seller at the kitchen table — before a number goes on the listing agreement.
Look at sold homes within the last 90 days, similar size and condition, within about a mile. Sold prices are facts; everything else is opinion. Write down the 3 best comps and their $/sq ft.
Who are you competing with right now? Tour the active listings a buyer would compare against this home. Your price has to make sense next to what's actually on the market today — not what sold six months ago.
Which nearby listings have cut their price, and by how much? A cluster of reductions is the market talking. Listen before you price.
Are homes selling faster or slower than last year? In a fast market you can price with confidence; in a slow one, an aggressive price just buys you a stale listing and a future price cut.
Honest walk-through: condition, updates, lot, layout — how does this home stack up against the comps? Better-than-average earns a premium; average earns the average. There's no prize for wishful thinking here.
What season are you listing in, and what does that historically mean for your area? Spring energy and holiday slowdowns are real — price for the market you're actually entering.
Do you need to sell in 30 days or can you wait for the right offer? An urgent timeline and an aspirational price are incompatible — pick the strategy that matches the reality.
From the upcoming book Muse for Real Estate Agents — make life easier first, money is a byproduct.