03/31/2026
Comps are the starting point. They’re not the complete strategy. I don’t just average sold data and pick a number. I look at: • Where buyers psychologically stop filtering (500k vs 525k matters) • How crowded that price bracket is • Whether the home feels like a top 3 option in its range • What kind of buyer we’re trying to attract • Whether we want to invite competition — or chase it Pricing is positioning. And positioning determines leverage. If it’s not clearly compelling within its bracket, it won’t create urgency. Day one sets the tone.