In this episode of The leaders are sh*tAndrew Fogliato and Taylor Hack break down what they call the Price Change Playbook, a system that helps agents decide when to adjust prices, how much to move, and how to communicate it without losing trust.
These are the most important conclusions from the conversation.
Start with data, not instinct
The best agents don’t guess. They collect evidence. Track impressions, online impressions and market activity. Compare performance with competing offers in the same price range. When you can point to clear data, salespeople see logic instead of pressure. The goal is to keep the conversation about market movements, not personal opinions.
Make decisions using the Goldilocks method
Too high, too low or just right. By keeping it this simple, customers can quickly understand the tradeoffs. Present three clear options and explain which best fits their goals. Customers make better choices when they can compare options instead of responding to a single recommendation.
Time your move strategically
Timing affects how the market reacts. A price change that goes live on Thursday or Friday will have buyers preparing for weekend shows. That’s when mentions see the biggest jump in views and alerts. Smart agents plan these updates as campaigns, not random adjustments.
Small changes rarely matter
A small reduction rarely leads to new attention. Most systems require a change of at least one percent to count as a true adjustment. In addition, the reduction should bring the listing into a new buyer group. A $550,000 house dropping to $545,000 doesn’t change the public. Moving to $535,000 could be.
Build trust before hard conversations
The easiest conversations about price changes happen when customers already trust the plan. Set expectations during the offer presentation. Explain that pricing is a tool that can evolve with market conditions. Consistent updates keep customers informed and prevent surprises later.
The takeaway
Price changes are not failures. They are course corrections. The professionals who handle this best use data, clear communication and timing to guide their clients through uncertainty.
The full conversation focuses on how data, empathy and strategy can be combined to handle price adjustments with confidence and consistency. Watch or listen to the full episode:
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