Fortes Seller’s Minute: The price cut is usually not about the house

Words I Like: The market does not reward hope. It rewards positioning.

Fortes Seller’s Minute: Why Good Homes Keep Cutting Price

I am seeing more price cuts right now, and most of the time it is not because something is wrong with the home. I have toured a lot of homes lately and met some great homeowners looking to downsize, upsize, relocate, or lock in a second home, and the pattern is clear.

Too often, an agent walks in, throws out a number that sounds more like new construction than resale, wins the listing, and then starts walking the seller down in big ugly cuts. That is called “buying the listing”, and by the time the seller sees it, excitement has already turned into frustration.

Then there is the commission game. If an agent folds on their own fee at the kitchen table, right in front of you, what do you think happens when they are across from a strong buyer’s agent and you are not in the room? That doesn’t mean you scored a deal with a break on commission. That is a warning sign.

What works now

• Price to be the obvious choice, not the hopeful choice

• Use proof, not pressure, to defend value

• Watch supply and demand by price bracket, not just sold comps

• Build a Total Addressable Market sheet so pricing has a reason behind it

Common mistake: Sellers confuse a flattering price with a smart strategy. One feels good for a week. The other gets you sold.

Home-Selling Tip: I share a TAM sheet (see the image below) with clients to show where buyer demand is strongest and what price point gives the home the best chance to win. It is not a number pulled out of thin air. It is the market telling us where the real opportunity is.

As promised, value in under a minute-ish.

Some sellers want the agent with the big team. Some think more people means more attention.

Others want the lowest fee possible. And that’s okay too.

But here’s the part most don’t realize until it’s too late… more people doesn’t always mean better execution, and cheaper doesn’t always mean better results.

I’m not the agent trying to be the biggest. And I’m not the one cutting corners to compete on price.

I run a controlled capacity model.

At any given time, I work with 6 to 8 active listings. No more. Each month, I meet with 10 to 15 homeowners, and only a small group move forward as others go under contract.

I’m focused on getting it right.

✅ Pricing ✅ Positioning ✅ Negotiation ✅ Execution

Because of that, I only open a limited number of strategy conversations each week.

If you’ve been thinking about making a move, this might be the right time to talk.

Reply “SELL” for a quick, personalized plan.

PS - If you find value in this and you feel compelled, please share this newsletter if you know of anyone thinking of selling that this could help.