Welcome back to Open House: Everyday Excellence. In each episode we look at the real work behind great real estate. This week we talk to one of Portland’s top listing agents, Bonnie Rosemanto explore how she approaches one of the most important tools in our industry: comparative market analysis.
Bonnie has already sold fourteen homes this year, with an average market time of more than five days. Her consistency is not the result of luck. It is the result of a thoughtful process that starts long before a house comes on the market. For Bonnie, pricing is both analytical and intuitive. It starts with understanding the home’s story, studying the neighborhood and identifying who the most likely buyer will be.
Looking beyond the basics Similar
Two buildings can be a stone’s throw apart and attract completely different audiences. You can call on someone who likes an original character. Another may attract a buyer who values low maintenance and modern systems. Bonnie pays close attention to these details. She looks beyond the classic radius search and into the lived experience of the building. What is the light like at different times of the day? How is the layout alive? What does the backyard feel like? These elements may not appear in the MLS data, but can significantly affect the value.
Lessons learned over time
Bonnie’s approach was shaped by years of learning through real-life scenarios. Early in her career, she worked with a client who owned several rental properties in Northeast Portland. Some were polished and ready for market. Others needed full preparation. That variety taught her how condition, style and presentation affect price, and how buyers make trade-offs without even realizing it. A few entries didn’t perform as expected, leading her to examine her own assumptions. Those experiences helped refine the clear, repeatable process she uses today.
Passing on her knowledge to new agents
Now, as a team leader, Bonnie teaches her agents to see value through the same lens. They independently prepare CMAs and then review them together. When their compositions differ, it opens a conversation about era, neighborhood nuance and buyer behavior. One recent listing had the charm of a 1920s property with the systems of a newer home. The correct comparisons were not obvious. Bonnie guided her team through her reasoning and showed how to match not only the house, but also the potential buyer.
Using CMAs for Buyers and Sellers
While CMAs are critical for listings, Bonnie believes they are just as important for buyers. She never assumes that a list price reflects true value. Instead, she uses the CMA to guide her clients toward realistic expectations, stronger terms and smart negotiations. In Portland, she has noticed that many people are hesitant to negotiate, giving the city a reputation for being overly polite in real estate. Bonnie explains how timing affects leverage. If a property reaches the second weekend without an offer, this means there are opportunities. Sellers become more flexible as they approach the point where they would normally adjust prices. Understanding that rhythm gives buyers more confidence and clarity.
Helping sellers choose the right price
When working with sellers, Bonnie prefers to appraise the home before discussing the expected price. By starting from a neutral place, she can deliver a fair and accurate range. Once she presents that range, she guides customers to the lowest price they can comfortably accept. Starting at the top of the range often reduces demand and extends days on market. Starting at the bottom invites competition and creates the best conditions for a strong end result.
What she would like to change
Towards the end of the conversation, Bonnie shares two things she would like to change about the industry. The first is to create a more equitable structure for the work that happens behind the scenes. Not all listings require the same level of preparation, and she hopes the industry continues to move toward models that recognize that difference. The second is her desire for a tool that captures the intangible qualities of a home. Light, flow, character, soul. The things that have real value, but don’t live neatly in a spreadsheet.
Advice for agents who want to grow
Her advice for newer agents is simple. View as many houses as possible. Study them. Ask why some sell quickly and others stick around. Let experience shape your instincts. Over time, the patterns become clearer and the prices become more natural.
Listen to the full conversation
Episode 9 is now live. You can find it at SpotifyApple Podcasts or wherever you listen. Search for Open House: Everyday Excellence and get started Targeted and accurate pricing with Bonnie Roseman.
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