“Pricing is a strategy question, not a value question.” On day two of Setting Expectations Week, James Shaw goes through what Gary Keller says about price. MREA page 95 lays out the seller needs analysis: clarify the motivation to sell, find the timetable, and only then choose a price strategy. Shift page 142 says the asking price is a strategy question, because what a house is worth and what it will sell for are different questions. Shift page 137 warns that testing an overpriced listing gets it written off from the start, and the buyers and agents are hard to win back even with reductions. Shift page 150 describes a tale of two markets: the well-priced homes get multiple offers and the overpriced ones get none.

Aired on November 10,2026

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