As mortgage rates continue to stay in the 7% range, the buyer pool is shrinking, which means you’ve got to price right and market in a way that exposes your property to the largest number of potential buyers possible … especially buyers who would be interested in a house like yours.
How do those strategies actually play out over the course of a home sale? Here are 10 ways:
1- Price right. In this market, if you price high “just to see,” your home will likely sit on the market, which gets buyers thinking about what could possibly be wrong with the property, even though we know it’s a perfectly amazing house! Precision pricing means using the freshest comps, local-market trends and pricing according to the condition and location of your home.
2- Price strategically. Sometimes, you can price a home slightly lower to create more interest and ultimately, end up with multiple offers and a higher sales price. Consult with your real estate professional to see if this strategy would work for your home. We’ve done this recently for a fixer-upper home that was marketed as a “blank slate,” filled with possibilities. In the end, we had over 150 people tour the property and closed for almost $100,000 over the listing price.
3- Empower yourself with knowledge. I recently posted a monthly market recap that detailed units sold in total as well as units sold above and below original list price for 9 of the major markets we serve. Let’s use Encino as an example and take a look at what’s happening on the ground. (Also, thank you to Steven Thomas and Reports on Housing for providing these local stats!) In total, 50 units sold in September 2026, which is up 66.67% from September 2025, when 30 units were sold that month. Additionally, 30% of homes sold above the original list price and 62% of homes sold below the original list price. So, this means more than half of all homes sold had a price reduction but it also means a third of homes sold above list price. What separates the first group from the second? My guess is that those homes were so precisely and strategically priced, there was not only no need to reduce the price but also so much competition, the sales price wound up being higher than the list price. This also tells us that even in this market, homes can sell over list price. Not every home needs to be price reduced; it just needs to be priced correctly.
4- Increase your home’s reach through multi-platform marketing. When we market homes, we’re marketing them everywhere for a comprehensive, multi-platform property marketing campaign that includes the MLS, property portals, Open House events, social media platforms, email, even direct mailers or print ads. The particular mix depends on the specifics of the property, (each marketing campaign is customized to the listing), but every marketing campaign includes several platforms to expand the property’s reach as much as possible.
5- Get your home camera-ready. Photos online are your home’s first impression and in order for those photos to look spectacular, your home has to be camera-ready for the shoot. This means decluttering and streamlining every space.
6- If it fits your budget, update to exponentially increase the value of your home. Often, small cosmetic changes like painting, updating light fixtures, swapping out heavy curtains and rugs with lighter, neutral options can really add to the visual appeal and even increase the value of your home. Staging can also create a warm, welcoming environment where buyers can begin to envision creating the life of their dreams.
7- Make the most of your photography. This is where a seller should rely on their agent to determine the lead photo for a home’s listing as well as the best photographer who can visually showcase every detail of the property. Once the photos come in, an experienced agent will be able to determine the correct order of photos as well as the photos that show the home in its best light. Searching for a home online is like online dating and your photos are a buyer’s first impression; if a buyer swipes left and not right, chances are they won’t come back again. No second date or second chance (house) romance … they’ve moved on!
8- Remember the details! Kitchens and bathrooms can be showstopping rooms but showcasing a beautiful closet or an at-home gym can often be the detail that sways a buyer to put in an offer. Working in close consultation with your agent, go through each room and determine the features you want to highlight that make your property unique and appealing!
9- Curb appeal is key. From the moment a buyer parks outside and walks up to the front door, you want to wow them! Cut back any overgrown shrubs, make sure the pathways are clean and clear and plant some colorful flowers by the front door to enhance your home’s curb appeal.
10- Analyze your results. With our listings, we create weekly reports that detail how many clicks were generated across property portals, analytics for social media campaigns and more. Digging into the numbers, we can determine what’s working and what (if anything) should be adjusted for an even more effective property marketing campaign.
If you’ve been thinking about selling but you aren’t sure where to start, let’s connect! I know the market can seem challenging but after 30+ years in real estate, I’ve seen it all and I can help you navigate the market and start the next chapter of your real estate journey!
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Andrew Manning • REALTOR® • Berkshire Hathaway HomeServices California Properties • DRE: 00941825 • 818-380-2147 • andrew@andrewmanning.com