As 2025 comes to a close, sellers who are considering listing their home have some tough decisions to make. Home sales typically slow during the winter, and adding to this seasonal pressure is the rising drumbeat of the 18-year housing cycle, which predicts a crash about every 18 years, with the next one possibly occurring in 2026.
This creates the perfect storm of uncertainty for sellers who want to close quickly.
Cut through the noise
Here’s how you can cut through the confusion and help your sellers price their home strategically in a shifting market.
Price ahead of the market
A common strategy is to price a home based on recent sales, but some sellers may have more success by analyzing the data and pricing their home based on where the market is headed.
How to make it happen: Watch for early indicators that the market may be cooling, such as longer days on market, more reductions in price and rising inventory. Pricing slightly ahead of the market can help protect profit margins and keep sellers from being trapped in downward pricing trends.
Unlock price banding
Buyers look in bands or buckets of pricing, which affects which homes show up in a search. Look for key thresholds when you price a home to increase exposure to buyers looking above and below that price.
For example, a home priced at $400,000 captures buyers who are looking to spend up to that amount, as well as those looking for homes between $400,000 and $425,000.
How to make it happen: Examine common search bands and price accordingly. Some sellers might be tempted to add a nine to the end of their price, utilizing the common idea that $399,000 is psychologically better than $400,000. But with price banding, that zero can unlock another pool of potential buyers.
Consider pricing with a value range
Shifting markets require agility and a flexible pricing strategy. Your sellers have a price point in mind, and real estate agents help their clients sell for a profit 96 percent of the time, according to a recent study from Clever Offers.
One way agents can make this happen is by indicating that sellers will entertain offers within a range of prices instead of picking just one. This brings in buyers who may come with other advantages, such as a cash offer, but would be priced out of the higher end.
How to make it happen: Choose a value range for your listing, such as $425,000 to $450,000. List slightly under market value at the low end to capture the most potential buyers.
Price against active listings
Don’t rely on sold comps to set your price. That strategy looks at where the market has been, not where it’s going. Instead of looking at past listings, evaluate days on market and undercut those prices while pointing out the seller’s updates and home features.
How to make it happen: Compare similar homes currently for sale and position your price to offer the best value. This may not be the lowest price, but it provides the most value for the buyer’s money.
Price with the seasons and market shifts
In times of market fluctuations, seasonal pricing can be helpful. Demand for housing fluctuates, especially in a transitional market. If you utilize the natural ebb and flow of demand, combined with market insights, you might sell a house faster.
How to make it happen: Competitive pricing in the cooler months is more attractive to the smaller pool of buyers in the winter, but weather isn’t the only factor. Even though mortgage rates are not directly tied to Federal Reserve cuts, those market shifts can signal buyer optimism and allow for marginally higher prices.
Offer an incentive structure
Everybody loves a bonus, and this pricing strategy offers incentives for frugal buyers who may need a little more prodding to make an offer. Value add-ons can make your listing feel like a safe bet in a shifting market.
How to make it happen: Consider incentives that make it easy for buyers to say yes. These include things such as a recent inspection report, high-value repairs, and paying a portion of the buyer’s closing costs. Another way to reassure buyers is to get an appraisal and share it with them.
Adjust the price based on feedback
Consider the feedback from showings and make smaller, faster adjustments to the price. Responding to demand quickly may result in a faster offer.
How to make it happen: If you have a lot of showings and no offers in the first week, chances are you need a slight downward adjustment in price. The same is true if you have no showings in the first week.
Price the home ‘as-is’
DIYers are always looking for a deal. If your seller doesn’t want to make any repairs, this is the pricing strategy to use.
How to make it happen: Market the house clearly below any renovated comps on the market. Highlight the value and ability for buyers to customize. Be transparent about what needs work to alleviate the fear of surprises, and consider offering an inspection report.
Which pricing strategies are best for a quick sale?
Pricing just under what’s active now and selling a property as-is are the best ways to get a quick sale. These strategies reduce buyer hesitation and attract more showings. They can also help your sellers avoid multiple price cuts that may cause their home to languish on the market.
Which strategies get the highest price?
Pricing ahead of the market, pricing in a value range, price banding and offering buyer incentives tend to garner the highest offers. These strategies often lead to more showings and help justify a home’s value for cautious buyers.
Which strategy is best for my client?
Use the best pricing strategy to get sellers to the closing table faster. The pricing strategy you choose depends on your client’s timeline, the condition of the house, your client’s willingness to do repairs, and the state of the market.
The good news is the National Association of Realtors reported a year-over-year sales increase of 4.1 percent in September, suggesting sellers will likely see strong buyer interest and motivated offers.
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