How do you attract buyers without cutting your price?
Help buyers where they’re stuck: cover closing costs, buy down their rate, inspect before you list, stage the rooms that matter, or let them choose how to use an incentive. In the southwest suburbs of Chicago, these often do more than a price cut.
Every buyer who walks through your home is running two numbers in their head. What would the monthly payment be? And how much cash would they need at closing?
That’s true in a fast market and a slow one. Right now, a lot of buyers are squeezed on both. Nationally, there were 63% more sellers than buyers in September, the widest gap since Redfin’s records began in 2013.
For every 100 buyers, there were about 163 sellers. Source: Redfin, Sept 2026.
When a home needs more interest, most sellers reach for the same tool. They lower the price. The trouble is, a price cut barely moves either of those two numbers.
What this means in the southwest suburbs
National numbers don’t sell houses in Orland Park, Mokena or Palos Park. But the pattern holds here. Buyers have more choices than they did two years ago, and they’re comparing your home to the one down the street and the new build off I-80.
Buyers in the southwest and south suburbs ask about the furnace, the A/C, the water heater and the roof before they ask about the backsplash. Property taxes vary a lot from town to town, and that shows up in the monthly payment. So does the rate.
Nearly half of sellers already give buyers money. Most offer it too late.
In August, 44.7% of U.S. home sales included a seller concession, according to Redfin. That’s money toward the buyer’s costs, like closing costs, a rate buydown or repairs.
Source: Redfin, Aug 2026.
Most sellers wait until a buyer asks, usually after the inspection, when the money is simply what it takes to save the deal.
Some do worse. In August, 15.8% of sales included both a price cut and a concession. Those sellers lowered the price to attract a buyer, then paid again to close. They paid twice.
Builders work the other way around. They show buyers the incentive from day one. You can do the same. Here are five ways.
1 of 5
Cover closing costs
The problem. The typical household has about $8,000 in checking and savings, according to the Federal Reserve’s latest survey. First-time buyers put a median 10% down, according to NAR. Add closing costs, and the home slips out of reach.
The fix. Offer a $10,000 credit toward closing costs. The buyer brings $10,000 less.
The math. A $10,000 price cut saves them about $65 a month, and less than $1,000 at closing.
Try it · Price cut vs. closing credit
Same money. Two very different results.
| $10,000 incentive on a $450,000 home, 5% down | Monthly payment | Cash at closing |
|---|---|---|
| Cut the price | About $65 less | About $800 less |
| Cover closing costs | No change | $10,000 less |
Monthly payment: $65 less
Cash at closing: $800 less
Monthly payment: No change
Cash at closing: $10,000 less
$0 is above estimated closing costs and can’t go toward the down payment.
30-year fixed at 7.24% · Freddie Mac, Oct 29, 2026 · Principal and interest only · Closing costs estimated at 3% of price
2 of 5
Buy down the rate
The problem. Builders advertised rates around 3.92% in August, according to Realtor.com. The typical 30-year rate that month was about 6.67%, and it’s 7.24% as of late October, according to Freddie Mac. If there’s new construction near you, your buyer may have seen one of those flyers.
About 2.75 points lower. Sources: Realtor.com, Freddie Mac, Aug 2026.
The fix. Use part of your incentive to buy down the buyer’s rate, for a year or two or for the life of the loan.
Keep in mind. You won’t match a builder’s rate. They sell in volume, and many own the lender.
3 of 5
Share the inspection up front
The problem. About 1 in 7 contracts fell through in July, the highest level in nearly three years. Redfin says buyers are quicker to walk away when an inspection turns up problems. In the southwest suburbs, inspectors go straight for the mechanicals and the roof.
The fix. Most sellers wait for the buyer’s inspector to find the problems. Inspect before you list instead. Fix what it finds, price for it, or share the report with buyers up front. In a faster market, a clean report can also help you choose between offers.
Keep in mind. In Illinois, known material defects have to be disclosed, and that includes what a pre-listing inspection finds. Talk to me before you schedule one.
4 of 5
Stage what matters
The problem. Buyers see your photos before they see your home. 73% of buyers’ agents say photos are highly important to their clients, more than any other part of a listing.
The fix. You don’t need to stage the whole house. Put your effort into the three rooms buyers’ agents say matter most.
| # | Most important room to stage | Buyers’ agents |
|---|---|---|
| 01 | Living room | 37% |
| 02 | Primary bedroom | 34% |
| 03 | Kitchen | 23% |
5 of 5
Let buyers choose
The problem. You can’t know which buyer will show up. Short on cash, nervous about the payment, or focused on price.
The fix. Offer a set amount, and let each buyer choose how to use it.
Keep in mind. The same dollars lower the cash at closing or the monthly payment, not both.
Example home · $450,000 · 5% down
The seller is offering $10,000 toward your purchase. How would you use it?
| Use the $10,000 for… | Cash to close | Monthly (P&I) |
|---|---|---|
| Nothing (starting point) | $36,000 | $2,913 |
| Less cash at closing | $26,000 | $2,913 |
| A lower monthly payment | $36,000 | About $2,746 |
| A lower price | $35,200 | $2,849 |
Pick one to see what changes.
Example only · 30-year fixed at 7.24% · Oct 29, 2026 · P&I only · Rate buydown estimated at 1 point ≈ 0.25% · Your lender sets the real price
The bottom line
Before you cut your price, find out what’s stopping buyers.
Sometimes it’s cash. Sometimes it’s the payment, the inspection or the photos. Good news: you can usually fix the real problem for less than a price cut. Better news: buyers notice when you do it up front.
Frequently asked questions
Is a seller credit better than a price cut?
For buyers short on cash, usually yes. A $10,000 closing cost credit cuts their cash at closing by $10,000. A $10,000 price cut saves them about $800 at closing and about $65 a month (5% down, 7.24% rate).
How much can a seller contribute to a buyer’s closing costs in Illinois?
The loan program sets the limit, not the state. Conventional loans allow 3% of the price with less than 10% down, 6% with 10–25% down and 9% above that. FHA allows up to 6%, and VA caps concessions at 4% (normal closing costs aren’t counted toward that 4%). Credits can’t be used toward the down payment.
Do I have to disclose a pre-listing inspection in Illinois?
Illinois law requires sellers to disclose known material defects, and an inspection can make you aware of them. Decide what you’ll fix, price for or disclose before you list, and talk to your real estate attorney about the specifics.
Want a selling strategy for your home?
Let’s talk for 15 minutes. I’ll walk you through which of these ideas fit your home, what each one would cost, and when to use them. Think it’s too early? That’s usually the best time to start the conversation.
Call Robyn · 708-522-3409 Book a 15-minute call Text me
Berkshire Hathaway HomeServices Starck Real Estate · Palos Park, IL
708-522-3409 · youragentrobyn@starckre.com · youragentrobyn.com
Examples are for illustration only and are not a loan offer or rate quote. Payment estimates assume a 30-year fixed loan at the rate shown and include principal and interest only. Taxes, insurance, mortgage insurance and HOA dues are not included. Seller contributions are subject to loan program limits and cannot be used toward the down payment (Fannie Mae Selling Guide). Talk to a licensed lender about your options. Market figures are national and may differ in the southwest and south suburbs of Chicago. This is general information, not legal advice.
©2026 BHH Affiliates, LLC. An independently owned and operated franchisee of BHH Affiliates, LLC. Berkshire Hathaway HomeServices and the Berkshire Hathaway HomeServices symbol are registered service marks of Columbia Insurance Company, a Berkshire Hathaway affiliate. Equal Housing Opportunity.
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