Lesson 21 of 37
Module 6: Pricing With Strategy (Not Emotion)
Lesson 21 of 37
Module 6: Pricing With Strategy (Not Emotion)
3 Pricing Strategies (Fast Sale, Top Dollar, Wishful Thinking)
Why Strategy Matters
Once you know your comps, the next step is choosing your pricing strategy. The numbers tell you what buyers are paying, but how you position your property on that scale changes everything. A smart pricing strategy can either create urgency, maximize your return, or — if done wrong — leave your land sitting unsold.
1. Fast Sale Pricing
Where you price: Slightly below the middle of recent comps.
Goal: Create immediate urgency and attract multiple buyers quickly.
Best for: Sellers who need cash fast, want to avoid holding costs, or want to free up capital.
Outcome: Generates calls and offers quickly. May leave a little money on the table compared to waiting for the "perfect" buyer, but makes up for it with speed and certainty. And importantly — even at this pricing, sellers almost always net far more than they would selling directly to an off-market cash buyer or investor.
2. Top Dollar Pricing
Where you price: Right at or slightly above the strongest comps.
Goal: Position your property as competitive but still realistic, aiming to capture the buyer willing to pay more for better photos, presentation, or features.
Best for: Sellers who can afford to wait a few months to test the market and want to maximize equity.
Outcome: You'll attract serious buyers who see the value, though it may take longer to land the right one.
3. Wishful Thinking Pricing
Where you price: Way above comps, based on hope rather than data.
Goal: "Let's just see if someone bites."
Best for: Sellers who aren't truly motivated and don't mind sitting on the property indefinitely.
Outcome: Almost always leads to stale listings, reduced inquiries, and eventual price cuts. Buyers may start wondering, "What's wrong with this property?"
Golden Takeaway
Fast Sale pricing buys speed. Top Dollar pricing buys patience. Wishful Thinking pricing buys nothing but frustration.
Your job is to decide which outcome matters most for your situation. Once you know your comps, the choice isn't about guessing — it's about strategy.
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