The Power of Comparables

One of the most important conversations you’ll have with a seller is the pricing conversation.

And the better you can help a them understand where their property sits in the market, the more productive that conversation becomes.

One strategy I really like is using nine comparables — three below, three above and three that are most comparable to the property you’re presenting.

Now, nine might sound like a lot. But it’s not about overwhelming the seller with information. It’s about creating contrast.

Rather than flicking through a report full of little thumbnails, put the comparables in front of them. Three properties at the lower end, three at the higher end, and three in the middle that are closest to theirs from a buyer’s point of view.

Then talk through the differences.

Maybe the property has a better backyard than one of the lower-priced properties. Perhaps it has an extra garage or a more recently renovated kitchen or bathroom.

Then, when you get to the higher-priced properties, you can identify what they have that your seller’s property doesn’t — whether that’s land size, presentation, accommodation or other features buyers value.

And then you come back to the middle.

“These are the properties we believe buyers would see as most comparable to yours.”

That’s where the conversation becomes really useful.

Instead of simply telling the seller what you think their property is worth, ask them where they see the range.

“What are your thoughts? Where do you think we should be thinking about the price?”

You’re not trying to force a number. You’re helping them see the market through the same lens a buyer will use.

And remember, this strategy only works when you really know your market and your comparables. You need to understand not just the sale price, but the differences between the properties and why those differences matter.

Because at the end of the day, comparables aren’t just a report you hand to a seller.

They’re a tool to create clarity, build confidence and have a much better pricing conversation.