Exactly What to Say When Sellers Want to Price Too High (and Won’t Budge)

Facing a seller who’s set on pricing their home way above market value?

It’s a common challenge for realtors, especially in shifting markets. 

If you’ve ever sat across from a seller who’s dead-set on pricing their home way above market value, you know that sinking feeling. Your heart races a bit, knowing you’re caught between risking the listing or agreeing to a price that could leave their home sitting unsold for months. 

It’s one of those moments that tests your confidence and communication skills. I’ve been there too, navigating those tough conversations over my 20+ years in real estate. 

The good news? With the right real estate sales techniques, you can guide sellers to a realistic price without burning bridges or feeling like you’re pushing too hard.

Drawing from my Exactly What to Say® training and real estate expertise, here are five proven strategies for objection handling for realtors to navigate this tricky conversation with confidence and keep the relationship strong.

Why Sellers Overprice (and Why It’s a Problem)

Sellers often want to price high because of emotional attachment, outdated market perceptions, or the hope of “testing” the market. But an overpriced home can sit unsold, leading to fewer showings, stale listings, and frustrated clients. 

As a realtor, your job is to help them see the market’s reality while showing respect for their perspective. 

The goal? A win-win where the home is priced to sell, and the seller feels heard. 

Here’s how to make it happen.

1) Start with “Help Me Understand” to Build Trust

When a seller insists on a high price, avoid confrontational phrases like “That’s too high” or “The market won’t support that.” 

Instead, use a neutral, empathetic question from my Exactly What to Say® toolkit: “Help me understand what’s leading you to choose that price.”

This question invites the seller to share their reasoning—maybe they saw a neighbor’s sale or have a financial goal. By actively listening, you show respect for their opinion and a desire to learn more about where they’re coming from.

For example, if they say, “My neighbor sold for $500,000,” respond with, “That’s helpful! Help me understand when that sale happened and what differences you see between their home and yours.” This keeps the conversation collaborative, not combative, and opens the door to discussing market realities.

Tip for Realtors: Keep your tone curious and neutral. Avoid “why” questions, which can feel accusatory and make sellers defensive.

2) Encourage Easy Yeses to Build Momentum

To move sellers toward a realistic price, break the conversation into small, agreeable steps—what I call “easy yeses” in my workshops. 

Instead of asking, “Will you lower the price?” (a big ask that invites resistance), ask a series of smaller questions to guide them:

• “Do you agree that pricing competitively can attract more buyers?”

• “Is it fair to say you’d like to see strong offers within the first few weeks?”

• “Would it make sense to look at recent sales to ensure we’re in the right range?”

  
  

These questions build momentum toward a bigger yes—agreeing to a market-aligned price. Each “yes” makes the seller feel in control, reducing their resistance.

Tip for Realtors: Write down 3-5 easy yes questions before your next listing appointment to practice steering the conversation smoothly.

3) Let Them Believe It's Their Idea

One of the most powerful negotiation strategies is letting the seller think the realistic price was their idea. 

A strategy I teach realtors is to use “question trees” to guide clients to the right conclusion. For example, say: “If we priced the home at $450,000 based on recent comps, how do you think buyers would respond compared to pricing at $500,000?”

This question plants the idea of a lower price while letting the seller process it themselves. You might follow up with, “What would it mean for you if we got multiple offers quickly at a competitive price?” 

By focusing on their goals (quick sale, strong offers), you help them see the benefit of adjusting the price without feeling pressured.

Tip for Realtors: Use comparative questions to subtly highlight market data, like recent sales or days-on-market stats, without sounding like you’re lecturing.

4) Dramatize the Benefits of Pricing Right

Sellers need to feel excited about the outcome of pricing competitively. That’s why I like to emphasize “dramatizing the idea” to paint a vivid picture of success. 

Try saying: “Imagine listing at $450,000 and getting multiple offers in the first week, driving the price up naturally. How would it feel to have that kind of momentum?”

This approach shifts the focus from “lowering” the price to creating a winning scenario. 

Share a quick story of a past client who priced realistically and sold quickly to reinforce the point. For example: “I had a client who started high, but when we adjusted to market value, they had three offers in 10 days and sold above asking!”

Tip for Realtors: Practice your delivery to sound enthusiastic, not salesy. Record yourself to ensure your energy conveys confidence and excitement.

5) Throw Down a Challenge with an “If-Then” Statement

When sellers are still resistant, use a challenge-based “if-then” statement to nudge them forward, a technique I teach in my negotiation training. 

For example: “If we price at $450,000 to attract more buyers, then we can likely secure a strong offer within 30 days. How does that sound?”

This approach makes the seller feel like they’re making a strategic choice, not giving in. 

Another example: “If we align the price with recent sales, then we can maximize showings and avoid the listing going stale. What do you think?” 

These kinds of statements are effective because they create a clear path to action while respecting the seller’s autonomy.

Tip for Realtors: Prepare 2-3 “if-then” statements tailored to common seller concerns (e.g. quick sale, multiple offers) to use in your next pricing discussion.

When Sellers Want to Price Too High: Putting it All Together

Handling a seller who wants to price too high doesn’t have to end in frustration.

By using these real estate sales techniques—starting with “help me understand,” encouraging easy yeses, letting them own the idea, dramatizing benefits, and throwing down a challenge—you can guide them to a market-friendly price while building trust. 

As I always say in my workshops, negotiation isn’t about winning; it’s about creating a win-win where everyone feels good about the outcome.

Join My Upcoming Workshops

Ready to master negotiation and other essential skills for realtors?

Join my upcoming virtual workshops—Crack the Prospecting Code, Flip the Script: Turn Objections Into Opportunities, and Conversations for Negotiating with Confidence—to learn more Exactly What to Say® strategies. 

Don’t miss this chance to transform your communication skills and grow your business.

Enroll Now

What’s the toughest pricing objection you’ve faced? Share in the comments—I’d love to share more tips to tackle it!

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About Kara

Kara Moll empowers busy executives to become confident, effective communicators—unlocking their full potential in both their personal and professional lives. A real estate coach with Keller Williams MAPS Coaching, Kara is one of Phil M. Jones’ Certified Guides and an Exactly What to Say® Coach. She combines these powerful communication frameworks with expertise in Neuro-Linguistic Programming and Energy Leadership Coaching to help clients achieve transformative results.

With over 20 years of experience in real estate, coaching, and training, she brings a wealth of knowledge and insight to every interaction. To take your communication skills to the next level, enroll in one of her upcoming workshops at Workshops & Events | Kara Moll