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.
-
Quick View
Agent Sales Accelerator
Dominate your week, dominate your market. Agent Sales Accelerator is the weekly power-up for real estate agents. Master lead generation, boost productivity, and unlock proven strategies for explosive growth. This isn’t just about knowledge, it’s about action and accountability. Get ready to transform your business – join us!
Thursdays at 11:30am EST via Zoom
-
Quick View
The Seller Lead Conversion Process
ONLINE COURSESLearn how to use your sphere of influence to turn leads into listings. Packed with tips, tools and techniques, this mini course gives you the skills you need to get seller appointments, field phone calls and in-person meetings, handle objections and close the right way, every time.
Designed for all learning types
Video Training
In-depth professional video training on every module, presented by the author, Brian Icenhower.
Written Modules
Detailed and downloadable written modules with detailed graphics, scripts, spreadsheets, forms, and so much more.
Course curriculum
Enrollment includes access to the following course materials for 2 years
Course materials- The Seller Lead Conversion process
- Video Part One: Overcoming common objections
- Video Part Two: Getting answers
- Video Part Three: The pre-listing packet
- Video Part Four: The kitchen table consultation
- Seller Lead Sheet
- Quiz
- Action Steps
- The Listing Consultation Script
- Scripts for Listing Consultation Objections about Price
- Objections about Finding a Home to Buy Before Listing
- Urgency Objections
- Overcoming Objections about Paying a Commission
- Price Reduction Graphic
- Listing Consultation
- Pre-Listing Consultation Video Scripts
- Pre-Listing Video #1 Script
- Pre-Listing Video #2 Script
- Pre-Listing Video #3 Script
- Pre-Listing Video #4 Script
- Pre-Listing Video #5
About this course
- $149
- 23 lessons
- 2 hours of video content
Certification & Designation Upon Completion
In this ICC online course, you will receive an official designation of "Certified Listing Agent" or CLA upon completion, as well as a downloadable (and printable) Certificate of Completion. Add your designation seal, as well as your designation letters, to your email signature to bolster your reputation and show off your expertise to clients and colleagues alike.
Reviews
"I use ICC systems, the Online Learning Center, and the coaching program to coach and train my team of over 30 agents. I use the ICC dashboard systems to keep my entire team accountable for their activities and set proper expectations."
Jake Rockwell
Over 500 Units Sold Annually
"I have coached with ICC for over five years. ICC has helped me quadruple my luxury business through marketing strategies so that I receive listings and sales through lead generation and multiple pillars of income."
Dennis Adelpour
Luxury Agent - West Los Angeles
"When we started coaching with ICC we worked all the time with some degree of success. Now, seven years later, we have grown to have the #1 market share in our area, we more than tripled our income and production, while also improving our work-life balance to enjoy our personal life with family and friends."
Tammi Humphrey
#1 Market Share & 100 Million in Annual Sales Volume
I use ICC systems, the Online Learning Center, and the coaching program to coach and train my team of over 30 agents. I use the ICC dashboard systems to keep my entire team accountable for their activities and set proper expectations.
Jake Rockwell
Over 500 Units Sold Annually
I have coached with ICC for over five years. ICC has helped me quadruple my luxury business through marketing strategies so that I receive listings and sales through lead generation and multiple pillars of income.
Dennis Adelpour
Luxury Agent - West Los Angeles
When we started coaching with ICC we worked all the time with some degree of success. Now, seven years later, we have grown to have the #1 market share in our area, we more than tripled our income and production, while also improving our work-life balance to enjoy our personal life with family and friends.
Tammi Humphrey
#1 Market Share & 100 Million in Annual Sales Volume
InstructorBrian Icenhower.
Are you ready to revolutionize how you think about closing, and get more listings than ever?
This condensed course gives you the tools and techniques you need to leverage your sphere of influence in all the right ways, focusing in on how you can convert leads into listings without getting stuck or getting ahead of yourself. With ICC's tried and tested scripts and systems, you'll have everything you need at your disposal to make the most of your networks and take full advantage of every opportunity to close on a seller lead.
Turn your leads into listings.
Discover the techniques top producing agents use to connect with and convert their seller clients, and take the next step to grow your real estate business.
Add to CartTalk to a coach
If you've been considering hiring a coach, now's the time. Book a FREE coaching consultation session with your purchase of this course! Book Your Call
See all courses
Jake Rockwell
Over 500 Units Sold Annually
"I have coached with ICC for over five years. ICC has helped me quadruple my luxury business through marketing strategies so that I receive listings and sales through lead generation and multiple pillars of income."
Dennis Adelpour
Luxury Agent - West Los Angeles
"When we started coaching with ICC we worked all the time with some degree of success. Now, seven years later, we have grown to have the #1 market share in our area, we more than tripled our income and production, while also improving our work-life balance to enjoy our personal life with family and friends."
Tammi Humphrey
#1 Market Share & 100 Million in Annual Sales Volume
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.
