Pricing Is Part of Marketing

Sellers often think about the asking price and the marketing campaign as two separate subjects.

I think they are closely connected.

The price affects who sees the property.

Buyers search online within particular price ranges.

If your home sits outside the range they have selected, they may never see the listing regardless of how good the photographs are.

The asking price can also affect where your property appears within search results.

That is why the book discusses pricing with portal search bands in mind.

You want to understand how buyers are actually searching.

An asking price can be technically defensible but still work badly from a marketing point of view.

Equally, a strategically chosen figure may expose the property to a larger pool of buyers.

This is something I would discuss with your agent before launching.

Do not simply ask, “What is my property worth?”

Also ask, “At what asking price will the right buyers find it?”

The two questions are related but they are not exactly the same.

The best marketing campaign in the world will struggle if the pricing prevents the right audience from seeing the property in the first place.