The Pricing Mistake That Could Cost You Your Sale

Most sellers step into the market with a number in mind. And more often than not, it’s the number that ends up hurting their sale the most: their asking price.

According to a survey from Realtor.com, about 8 out of 10 sellers (80%) expect to sell at or above their list price today. On the surface, that feels reasonable—after all, who doesn’t want top dollar?

But here’s the reality: only about 4 in 10 homes (roughly 40%) actually sell for at or above asking price. That gap between expectation and reality is where many sellers get caught off guard.

So what’s driving the disconnect, and how do you position yourself to be in the group that actually achieves a strong result?

Let’s break it down.

What You Should Really Expect From Today’s Market

That 40% figure might initially sound discouraging, but it actually reflects something important: a return to a more normal housing market. If you look back at 2019—the last relatively typical year before the pandemic distortion—the share of homes selling above list price was similar. In fact, today’s numbers are not far off from that baseline.

The difference is perception.

Between 2020 and mid-2022, the market was anything but normal. Inventory was extremely low, buyer demand surged, and bidding wars became the norm. In that environment, almost everything sold above asking. But that was an exception, not the rule.

Today’s market has shifted back:

There are more homes for sale.Buyers have more choices.And buyers are taking their time and comparing value more carefully. That means pricing strategy matters more than ever. If a home is priced based on those peak-market years, it can easily fall out of alignment with what buyers are willing to pay right now. Meeting the market where it is—not where it was—is what leads to stronger results.

What Happens When a Home Is Overpriced

It’s natural to think that pricing high gives you negotiation room. But in today’s market, it usually does the opposite. When a home is priced above what buyers expect, they rarely counter. They simply move on to the next option.

Because buyers notice price first. And when your home doesn’t line up with similar properties nearby, it can quickly get overlooked entirely.

From there, the impact compounds:

A higher-than-market price reduces initial interest.Less interest leads to fewer showings.Fewer showings often result in fewer offers.And fewer offers usually means more time sitting on the market. The longer a home stays listed, the harder it becomes to create urgency—and the more likely price reductions become part of the conversation.

Pricing isn’t just a starting point. It’s a strategy.

The right price doesn’t leave money on the table—it attracts the right buyers, creates competition, and positions your home to sell efficiently and confidently in today’s market.

Sellers who understand this shift are the ones most likely to end up in the group that achieves strong results—not the ones left waiting for an offer that never comes.