When listings stall, most agents blame the market. The best ones take control.
In this episode of The Leads Are Sh*t, Andrew Fogliato and Taylor Hack break down what they call The Price Change Playbook, a system that helps agents decide when to adjust pricing, how much to move and how to communicate it without losing trust.
Here are the key takeaways from the conversation.
Start with data, not instinct
The best agents don’t guess. They gather evidence. Track showings, online impressions and market activity. Compare performance to competing listings in the same price range. When you can point to clear data, sellers see logic instead of pressure. The goal is to make the conversation about market movement, not personal opinion.
Make decisions using the Goldilocks Method
Too high, too low or just right. Keeping it that simple helps clients understand trade-offs fast. Present three clear options and explain which one aligns best with their goals. Clients make better choices when they can compare options instead of reacting to a single recommendation.
Time your move strategically
Timing affects how the market responds. A price change that goes live on Thursday or Friday catches buyers preparing for weekend showings. That’s when listings see the biggest jump in views and alerts. Smart agents plan these updates like campaigns, not random adjustments.
Small changes rarely matter
A minor reduction rarely triggers new attention. Most systems need at least a one per cent change to count as a real adjustment. Beyond that, the reduction should move the listing into a new buyer bracket. A $550,000 home dropping to $545,000 doesn’t change the audience. Moving to $535,000 might.
Build trust before the tough talk
The easiest price change conversations happen when clients already trust the plan. Set expectations during the listing presentation. Explain that pricing is a tool that can evolve with market conditions. Consistent updates keep clients informed and prevent surprises later.
The takeaway
Price changes are not failures. They are course corrections. The professionals who handle them best use data, clear communication, and timing to lead their clients through uncertainty.
The full conversation covers how to combine data, empathy and strategy to handle price adjustments with confidence and consistency. Watch or listen to the full episode: