Learn how to price listings with confidence using ICT Senior Coach Bradley Baldwin’s proven 3-tier strategy. Discover how to talk to sellers about pricing, reduce resistance, and create bidding wars that drive higher offers.
One of the biggest challenges listing agents face is getting sellers to agree on a realistic, market-driven price for their home. We all know pricing is critical—it determines showings, interest, days on market, and ultimately, whether the home sells.
As an ICT Senior Coach, I’m here to show you exactly how to shift that pricing conversation so you don’t face resistance—you create alignment. Here’s my go-to framework for presenting pricing with confidence and clarity.
VIDEO: How to Price Listings Right & Get Sellers on Board – Real Estate Seller Scripts That Work
Start With Motivation
After your seller needs analysis, it’s time to pivot into pricing. I always begin with a statement that ties directly to their motivation:
“All we need to do now is put a price on this home to cause it to sell and get you to [insert their goal].”
This immediately shifts the focus away from price for price’s sake, and instead positions pricing as the vehicle that gets them where they want to go.
Use Social Proof (Even if It’s Not Yours)
Next, I use my production stats to build trust:
“In the last 12 months, I’ve sold X number of homes. And if you don’t have those stats personally, use your team or office stats. The point is: we know our marketing works.”
This builds credibility and reassures the seller that pricing is the final piece—not a gamble.
Introduce the Three Pricing Levels
Now comes the critical framework. I walk sellers through three pricing tiers:
1. Aspirational Pricing
This is the dream price—typically used for one-of-a-kind or celebrity properties. It’s rare and not applicable to most listings. Mentioning this first gives you leverage to quickly rule it out.
2. Trading Range
This is where most homes sell—and where most buyers are willing to purchase. It’s the middle zone. I position this as the range where we’ll likely land.
3. Below the Trading Range
Here’s where the magic happens. Pricing just below market value can create a frenzy—more showings, more offers, and potential bidding wars. For motivated sellers, this strategy can drive prices up, not down.
Once I explain these three levels, I say:
“We’ll spend most of our time between the trading range and the level just below it. Let me show you what I mean…”
Then I present the comps. By this point, I’ve already framed what’s reasonable and what we’re not going to consider. The seller’s mindset is now aligned with market reality.
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Why This Works
This script:
Builds seller trust through transparency
Anchors high expectations and re-centers them on strategy
Sets up an easier, smoother pricing conversation
Helps avoid difficult price reduction convos later on
Shift the focus away from price for price’s sake, and instead position pricing as the vehicle that gets them where they want to go.
ICT Senior Coach Bradley Baldwin
Elevate Your Seller Consultations
Pricing isn’t about numbers—it’s about alignment. And when you present it with the right script and strategy, you’ll gain seller buy-in faster and sell listings more efficiently.
Want to master strategies like this every week? Join Agent Sales Accelerator—our weekly power-up program designed to help real estate agents master lead generation, productivity, and business growth.
Dominate your week. Dominate your market.
Sign up for the Agent Sales Accelerator today and get access to the scripts, coaching, and accountability that will transform your real estate business.
