Question: What’s The Best Way To Price a Listing?

Pricing a home is all about positioning the property so buyers immediately see the value.

In the SF Bay Area, serious buyers tend to see new listings within the first 10 days. Many have been watching the market closely and know exactly what homes are selling for in their target neighborhoods. When a home is priced and showcased well, it tends to attract strong interest quickly — and hopefully multiple offers.

Today’s buyers are extremely informed. With online access to recent sales and competing listings, they quickly recognize when a property is priced above the market. If it feels too high, buyers simply move on.

Some sellers suggest starting higher and lowering the price later if needed. While that may seem logical, it often works against them. Homes that sit on the market too long lose momentum, and price reductions rarely recreate the excitement of a new listing.

After 22-plus years in the business, my most successful strategy is thoughtful, data-driven pricing from the start — based on recent sales, current competition and buyer demand. When a home is positioned correctly from day one, it creates energy around the listing and gives sellers the best chance for a strong result.

Liz was featured in the SF Chronicle for the weekly Real Estate “SoundOff” on Sunday, March 15, 2026, to answer this question. The above is her longer answer to this question.