Seller's Guide · Pricing in a Slower Market

21 Ways to Get the Price You Want

It starts with more buyers.

Written by Robyn Flowers, Broker Associate, Berkshire Hathaway HomeServices Starck Real Estate  |  Published November 9, 2026

You have a number in your head.

Maybe it's what you need for your next home. Maybe it's what the house down the street sold for, or what an online estimate told you last year.

But lately, everything you read says you won't get it.

Let's zoom out for a second.

In October, about one in five homes for sale had a price cut. The number of homes under contract fell more than 10% from a year earlier. In some markets, close to half of the listings that came off the market last quarter never sold at all.

But here's what's also true: Homes are still selling.

Nearly one in four sells for more than asking. And in those same markets where so many listings failed, the homes that did sell often went in about two weeks.

Listings with a price cut	21.5%
Homes sold above asking	23.2%

Redfin weekly update, 4 weeks ending Oct. 25, 2026

So what's the difference between a home that sells and a home that sits?

It comes down to one thing most sellers never think about: the size of their buyer pool.

Sources: Realtor.com, October 2026 housing report · Nashville-area listing analysis · Redfin weekly housing update

Your Buyer Pool

Your buyer pool is every buyer who could realistically buy your home.

Most sellers think about price from the inside out. What they paid, what they put into the kitchen, what they need for the next place. Buyers start from the outside. They scroll, filter, compare, and cross homes off their list. (Fast.)

So to get the price you want, stop thinking like a seller, and start thinking like a buyer. And start with the size of your pool.

Here's the simple math:

10 buyers see it. 1 offer. That buyer is negotiating against you.

30 buyers see it. 3 offers. Those buyers are negotiating against each other.

Same house, same price, but a very different conversation.

The best price comes from the biggest pool. More buyers = more showings. More showings = more offers. More offers = more leverage.

But here's the catch...

Your pool shrinks at every step of a sale. Buyers drop out when they:

1. Never find your home
2. Never book a showing
3. Can't picture living there
4. Can't make it work
5. Make an offer, then walk

And right now, the pool is already smaller than usual. With homes under contract down more than 10% from a year ago, there are fewer buyers to go around.

So your job is simple: keep as many buyers in your pool as you can, at every step.

Here are 21 things that grow or shrink your buyer pool. Some pull buyers in. Some push them out. And one of them is a move most sellers have never heard of.

Let's start with the one that matters most: your price.

21 Ways to Grow Your Buyer Pool

• Step 1: Get found (#1–3)
• Step 2: Get the showing (#4–8)
• Step 3: Win them over (#9–12)
• Step 4: Make it easy to say yes (#13–16)
• Step 5: Keep them at the table (#17–21)

Step 1: Get Found

1. Price against today's competition

Buyers don't judge your home on its own. They judge it next to every other home for sale in their price range that week.

This is where it gets uncomfortable. Buyers pay for what homes like yours are selling for right now. That's true even if your kitchen cost a lot more. And an online estimate is a computer's guess, made before a single buyer has walked through your door.

If that stings a little, you're not alone. You've probably watched your home's value climb for years. But buyers can only pay what the homes around yours support today.

The sellers who get their price usually make peace with this early. They stop pricing off what homes were worth at the peak, or what the neighbor got a few years ago. They know those prices aren't realistic anymore. So they price for the market they're actually selling in.

It can feel like giving something up. But a price buyers believe in is usually what gets a home sold quickly. And if you've owned your home for a while, there's a good chance you'll still walk away with a solid profit.

Plenty of sellers do the opposite, and overprice. In one survey, 77% of agents said overpricing is the biggest mistake sellers make.

So ask your agent for homes like yours that sold in the last 60 to 90 days, and homes like yours for sale right now. Then pick a price that looks good next to both.

Why it matters: Priced in line, you make every comparing buyer's short list. Priced above, they cross you off before they ever book a showing.

Source: HomeLight agent survey

2. Price inside the range buyers search

Most buyers shop online with a top price set, and they tend to pick round numbers. If your price lands even a little above one of those numbers, those buyers may never see your home. A small difference on paper can hide you from a whole group of buyers.

Ask your agent which price ranges buyers in your area actually search. Then make sure you land inside the right one.

Why it matters: Inside the right range, you show up in their search. Just above a cutoff, a whole group of buyers might never see you.

3. The widest possible exposure

The more places your home is seen, the bigger your pool. Zillow found that homes kept off the MLS sold for about 1.3% less. Some brokerages say their pre-marketing programs do better. Either way, ask your agent exactly where your home will be seen, and by how many buyers.

Why it matters: Every place your home doesn't appear is a group of buyers who can't join your pool.

Source: HousingWire

Being found is step one. Now they have to want to see it.

Step 2: Get the Showing

4. Photos decide who books a showing

Most buyers meet your home on a phone before they ever see it in person. In the National Association of Realtors' latest survey, 81% of buyers who searched online said photos were very useful, more than any other feature on a listing site.

And the attention photos earn adds up. Zillow found that listings with 500 or more views a day often sell above list price.

Why it matters: Sharp photos turn scrollers into showings. Dark or cluttered ones send them to the next listing.

Sources: NAR 2025 Profile of Home Buyers and Sellers · Zillow research, via Inman

5. Curb appeal

A study published in a peer-reviewed real estate journal found that homes with strong curb appeal sell for about 7% more than similar homes nearby. In slow markets, the premium jumped to 10% to 11%.

Mow. Trim. Paint the front door. Clean the entry. Turn on the porch light for evening showings.

Why it matters: Many buyers drive by before they book. A tired front yard can lose them at the curb.

Source: University of Texas at Arlington

6. Your best feature, front and center

Some of the most valuable things about a home never make it into the listing. A private parking spot on a street where parking is hard to find. A view hidden behind heavy curtains. A quiet backyard nobody thought to photograph.

If buyers don't know it's there, they can't pay for it.

A good agent knows who buys in your neighborhood and what they want most. Right now, agents say buyers are drawn to extra storage or a garage, a home office, a finished basement or bonus room, and outdoor space. So ask yourself: what would I brag about to a friend? Then make sure it's in the photos, the first line of the listing, and every post.

Why it matters: Every buyer who wants that feature joins your pool, but only if they know it's there.

Source: HomeLight agent survey

7. A floor plan and 3D tour

In a Zillow survey, two-thirds of buyers said they wished more listings had 3D tours. A floor plan helps buyers picture their furniture, and their life, in your home.

Why it matters: Busy and out-of-town buyers can tour your home before they ever book a showing.

Source: Zillow Consumer Housing Trends Report

8. A launch that's ready on day one

Your pool is never bigger than on day one. That's when every serious buyer with an alert set for your area sees your home, all at once. Redfin found that views drop by half on day two, and to about a quarter after a week.

Now here's the twist. Many sellers go live at a "let's see what happens" price, planning to lower it later. But when sellers cut their price, views jumped for exactly one day, then fell right back.

Daily views	Day 1 = 100
Day 1	100
Day 2	50
Day 7	25
Day 30	17
Day after a price cut	29
The day after that	18

One day. That's all a price cut bought them.

Meanwhile, Zillow found that homes that found a buyer within a week were 2.6 times as likely to sell over asking: 44% of homes that went under contract within a week sold above asking, compared with 17% of all homes.

So don't go live until the price, the photos, and the house are all ready. Day one is too valuable to use as a test.

Why it matters: Day one is your biggest pool. Every day after, it gets a little smaller.

Sources: Redfin listing-views study · Zillow

Now they're walking through your front door. The next question: can they picture living there?

Step 3: Win Them Over

9. Move-in ready condition

In one survey, 76% of agents said move-in ready condition is the biggest selling point for buyers right now. Buyers stretched by today's mortgage rates don't have extra cash for projects.

And if you've lived with that cracked tile for years, you've probably stopped seeing it. Buyers won't.

Why it matters: Every project a buyer spots shrinks your pool down to the people who want a project.

Source: HomeLight agent survey

10. Fresh paint and small updates

In one survey, 30% of agents said painting gives the best return for helping a home sell for more. Another 17% pointed to minor kitchen updates. Small fixes tell buyers the home has been cared for.

Why it matters: Small fixes keep "it needs work" buyers from walking out.

Source: HomeLight agent survey

11. Staging and decluttering

In a National Association of Realtors survey, 29% of agents said staging led to offers 1% to 10% higher, and 49% said it helped homes sell faster.

Here's the honest part. Most of us stop noticing our own home's smell. Buyers notice it the second they walk in. And the bold wallpaper you love fits only the buyers who love it too.

Why it matters: Clean and neutral fits more buyers. Strong personal taste fits fewer.

Source: NAR 2025 Profile of Home Staging

12. Easy showings

About a third of agents say vacant homes sell faster, partly because they're so easy to show. If you're still living there, say yes to as many showings as you can.

Why it matters: Every showing you turn down is a buyer you lose.

Source: HomeLight agent survey

Now a buyer wants your home. But wanting it and buying it are two different things.

Step 4: Make It Easy to Say Yes

13. Help with buyer costs

Sellers gave buyers money toward costs in 44.7% of recent home sales. A credit toward closing costs or a lower mortgage rate can make the numbers work for a buyer who's stretched.

The timing matters. Builders advertise their incentives up front, as a reason to choose their home. Many sellers wait until a buyer asks, and then it's just part of the haggling. And 15.8% of recent sales included both a concession and a price cut. Those sellers paid twice.

So decide what you'd be willing to offer before you list, and talk with your agent about putting it in the marketing. One note: loan programs limit how much a seller can contribute, so check with your agent before you promise a number.

Why it matters: Brings in buyers who can afford the monthly payment but are short on cash.

Source: Redfin

14. An inspection before you list

Deals often fall apart after the buyer's inspection, when problems nobody knew about suddenly come to light. Getting your own inspection first lets you fix things, or price for them, before a buyer finds them.

Why it matters: Fewer surprises means fewer buyers walking away after the inspection.

15. Flexible terms

Price isn't the only thing buyers care about. A closing date that fits their move, or time to rent back, can make your home easier to say yes to. And if you need more time yourself, a longer closing can be part of the deal, too.

Why it matters: Buyers with tricky timing can say yes, too.

16. Know your walk-away number

Many sellers think the deal is done once they sign an offer. Then the inspection comes back with requests for repairs or credits. So decide ahead of time what you're willing to give:

Your price – what you might give the buyer – your closing costs = what you keep

For reference, recent sellers in one survey gave buyers an average of about $9,914 in concessions. Your agent and closing attorney or title company can give you exact figures.

When you know that number before you list, a repair request isn't a shock. It's already in your plan.

Why it matters: When you're ready for repair requests, the buyer you have stays in the deal.

Source: Clever seller survey

Now the clock is ticking. The rest of the list is about keeping buyers at the table, and this is where most of the money gets won or lost.

Step 5: Keep Them at the Table

17. Decide your price move before you list

Here's how it usually goes. The first week is busy. Then the showings slow down. You wait a few more weeks, hoping the right buyer shows up. Then, finally, you lower the price.

Waiting feels safe. But it usually costs more. The longer a home sits, the bigger the cut it ends up needing: about 4.9% early on, and about 13.8% after four months. That's a cut nearly three times as big.

Same house. Same kitchen. The only thing that changed was the calendar.

The cost of waiting on a $400,000 home:

Days on market	Avg. price cut	About	Extra vs. first 2 weeks
0–14	4.9%	$19,600	—
15–30	6.1%	$24,400	$4,800
31–60	7.3%	$29,200	$9,600
61–90	9.0%	$36,000	$16,400
91–120	10.6%	$42,400	$22,800
120+	13.8%	$55,200	$35,600

Source: NAR averages by days on market · National averages, your market will differ

So agree on one sentence with your agent before you list. Call it your week-two rule:

"If we have fewer than ____ showings by day ____, we'll change the price to $______."

Your agent fills in the blanks with local numbers. If week two is quiet, you already know what to do.

Why it matters: Adjust early, while your pool is still big. Wait, and you're adjusting for fewer buyers.

Source: NAR

18. One meaningful cut

If you do lower your price, make it count. A Redfin agent put it simply: a small cut often won't work unless it moves your home into a new price range on the home search sites. Agents also warn that small cuts every few weeks teach buyers to wait for the next one.

Why it matters: A cut into a new price range brings in a whole new group of buyers. A tiny cut mostly reminds the old ones you're still there.

Source: Redfin

19. A real counter to every offer

Any offer matters right now, because fewer homes are going under contract. Even a low one tells you someone wants your home.

But make the counter real. Coming down only a sliver from your asking price can feel like a real step to you. Buyers rarely see it that way. They see a seller who isn't budging, and they move on to the next house.

Listed at $605,000. Countered at $599,000. The buyer moved on.
Illustration. The address and prices are made up.

A counter that barely moves tells a buyer the same thing silence does.

And watch the pattern. One low offer is a buyer testing you. Five low offers are the market telling you something.

Why it matters: A real counter keeps a buyer in your pool. Silence, or a counter that barely moves, takes them out.

Source: Realtor.com, October 2026 housing report

20. A reverse offer

Here's that move most sellers have never heard of. Instead of waiting for an offer, you send one. Your agent writes up the terms you'd accept, you sign it, and it goes to buyers who already toured your home or came back for a second look. It comes with a short deadline.

It works best when buyers are interested but stuck on the fence. A signed offer with a deadline can help them decide.

Why it matters: Brings fence-sitters back into your pool.

21. A weekly look at your competition

Your competition changes every week. New homes come on, prices get cut, homes go under contract. Ask your agent for a quick update each week, so you're reacting to the market you're actually in.

Why it matters: When the homes around you change, so does your pool.

How to Size Up Your Competition

Every home for sale near you is fishing in the same buyer pool. So look at it the way a buyer would. Ask your agent for four lists of homes like yours:

1. For sale now. This is who you're competing against today.
2. Under contract. This shows what buyers are choosing right now.
3. Sold in the last 60 to 90 days. This shows what buyers actually paid.
4. Expired or taken off the market. This is the one most sellers skip, and it may be the most useful. These homes show you exactly where buyers said no.

Then ask one question: if I were a buyer with this budget, which home would I pick? If the answer isn't yours, you know what to work on.

If You Only Do Three Things

Twenty-one is a lot. If you're short on time, start here, in this order:

1. Price against today's competition (#1). It decides whether buyers enter your pool at all.
2. Launch ready on day one (#8). It's your biggest pool, and it only comes once.
3. Write your week-two rule (#17). It lets you adjust while your pool is still big.

What Grows Your Pool vs. What Shrinks It

Grows your buyer pool	Shrinks your buyer pool
+ Priced against today's competition	– Priced off old numbers or what you paid
+ Inside the range buyers search	– Just over a common price cutoff
+ Sharp photos and a 3D tour	– Dark, cluttered, or few photos
+ Strong curb appeal	– Overgrown yard, tired entry
+ Best feature front and center	– Best feature hidden or never mentioned
+ Ready on day one	– Going live early to test the price
+ Move-in ready	– Visible projects and repairs
+ Staged, clean, and neutral	– Clutter, odors, and bold personal decor
+ Easy to show	– Limited showing times
+ A week-two rule set in advance	– Waiting, then small cuts every few weeks
+ A real counter to every offer	– Ignoring offers or barely moving

If you're trying to sell your house, get as many things in the left column as you can.

The homes that sit and the homes that sell are in the same market. The difference is the size of their buyer pool, and that's something you can change.

More buyers, more leverage. The market sets the price. You set the plan.

These numbers are national or regional. Your area may be different.