Estate Agents: You’re losing 19 out of 20 times. Here’s why.

Homeowners don’t choose agents with logic. They choose with emotion.

Harvard research proves it—95% of decisions are emotional first, logical second.

Yet, when a homeowner gets fed a fantasy price, most agents try to fight back with data, graphs, and “market evidence.”

🚨 Newsflash: If they’ve already felt the excitement of an overvaluation, your logic doesn’t stand a chance.

If you want to turn them around, make them feel the pain of overvaluing before they experience it firsthand.

Try this:

"We recently met a homeowner who was told their house was worth £475k. We valued it at £450k. They went with the higher number. Six months later? Still on the market. The market had moved, buyers had lost interest, and they ended up selling for £430k—£20k less than if they’d priced it right from day one. Worse still? They lost the house they wanted because they couldn’t move in time."

That’s when it clicks. That’s when they listen.

So stop throwing logic (comps) at homeowners who’ve already made an emotional decision.

Lead with a story. Make them feel it. Then use logic (comps) to back it up.