So how do you beat overvaluing???

Where most estate agents go wrong when trying to talk a seller down from an unrealistic asking price is they

They start with logic by showing the homeowner lots of comparable properties (called ‘comps’ in the trade)

But here’s the problem. People don’t make decisions that way.

According to behavioural science, 19 out of 20 COMPLETED decisions a human makes ….the emotional part of the brain says yes first.

Then the logical side signs it off.

That means if you haven’t connected emotionally, your facts won’t land. They’ll bounce straight off.

So what should agents do?

Start with a story.

Not a graph. Not a stat. Not comps.

A story of someone just like them.

Someone who thought their home was worth more.

Someone who ignored early advice, went on too high, and ended up reducing three times.

Tell the story of how they felt when viewings dried up.

How buyers disappeared. How they started doubting their decision.

And how they said, “I wish we had just priced it right from the start.”

That’s the emotional hook. That’s the moment the seller thinks, “That sounds like me.”

Once they have felt that, only then bring in the logic.

That is when your comps matter.

That’s when you can explain what’s sold, what hasn’t, and why the buyer pool thins out at higher price bands.

Too many estate agents go logic first and lose the room.

If you want a seller to choose the right price, help them feel the story before you show them the stats.

That’s my advice

I hope it helps?