Between today and tomorrow, I’m going to share 2–3 key concepts you need to explain in every listing presentation if you want to build trust, lead the conversation, and win the listing.
These aren’t fluff.
These are proven frameworks that have helped us personally close over $250 million in sales and have generated over $1 billion in volume for the agents we’ve coached.
Today, I want to break down Phase 8 of our 10-phase Listing Presentation Process — one that will immediately shift how sellers see you vs every other agent they’re talking to.
Phase 8: List Pricing Strategy
Let’s be clear — this is not about comps.
This is about leadership.
Average agents walk in talking about the neighbor’s house and what it sold for.
You’re not average.
You lead with this: “My job is to protect your equity and maximize your net proceeds. That’s why pricing is a strategy, not a number. The list price is just an invitation to the market — not the final sale price."
Step 1: DO NOT Start With the CMA
Skip the comps.
Do not talk about the neighbors.
That’s what average agents do — and it creates confusion, not clarity.
Instead, you say: “Before we talk price, we need to decide on a strategy — because how we position your home will determine how buyers respond.”
That line alone separates you from 99% of agents.
Step 2: Teach the 3 List Price Strategies
You’re not guessing.
You’re guiding.
And here’s how:
1. Aspirational Pricing
Listing above the comps to leave room for negotiation — often used when there are unique features or sellers are testing the market.
Ask: “Does that feel like your situation right now?”
2. Perceived Market Value Pricing
Pricing in line with the comps, especially those under contract.
Let them know: “Fair market value only exists when buyer and seller agree — this is about perception and timing.”
3. Event-Based Pricing
Pricing slightly below market to generate urgency, drive traffic, and create multiple offers.
“This is how we create leverage, not leave money on the table.”
Now ask: “Based on what we just covered, which of these feels most aligned with your situation?”
This is where they shift from “what should we price at?” to “what’s the best strategy for us?”
That’s when you know you’ve won the room.
Step 3: Show Proof in Real Time
If your MLS or ShowingTime data supports it, pull up stats showing:
- Homes priced too high = longer days on market and lower net
- Homes priced at market = decent performance
- Event-based pricing = faster sales and higher price per square foot
This is how you turn psychology into proof — and uncertainty into confidence.
“Pricing isn’t just math. It’s marketing strategy. The list price is our opening move — not our final outcome.”
Tomorrow: We’ll go deeper into another phase of the listing process that locks in the close.
But for now...
If you want help actually implementing this — not just understanding it — so you can start winning 90% of your listing appointments, then it’s time to join our:
🎯 30-Day January Jump Start Listing Challenge
You’ll get the entire 10-phase framework, scripts, tools, and real-world examples to walk into every listing appointment with confidence and close like a pro.
✅ Learn it.
✅ Apply it.
✅ Win with it.
🚨 We close the doors on December 24th and won’t reopen until end of January — at a higher price.
👉 Apply now: https://funnel.sheridanst.io/tris-challenge
Cody & Vikram
:: Founders of Sheridan St.
:: Founders of The TRIS Method
:: Claim Your Free Top Agent Power Pack
:: Uncover Gaps w/ TRIS Hidden Money Compass Score
:: Access The TRIS Training Vault
:: Schedule A Game Plan Session w/ Our Team
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