The Truth About Pricing: Why Emotional Value Doesn’t Equal Market Value

All the marketing in the world won’t sell your home if it’s not properly prepared or priced right.
That’s a truth that most sellers don’t hear often enough—especially when their decision is based on emotion, legacy, or an ideal outcome that isn’t grounded in the market.

As a seasoned real estate broker who has represented hundreds of sellers—including many navigating inherited property sales—I’ve seen one consistent mistake: pricing based on hope, not data. And it’s easy to understand why.

You remember what the home was like at its best.
You know how much was spent on upgrades—maybe years ago.
You compare it to other homes that feel similar.
You see the value through the lens of love, memories, and legacy.

But the market sees something different. And that difference can cost you time, money, and opportunity if you’re not advised correctly from day one.

A Recent Real Story: When Truth Isn’t What They Wanted to Hear

I recently sat down with a local family who inherited a home in a desirable neighborhood. They had a deep emotional connection to the home—stories, laughter, years of holidays spent there. I could feel it. And I listened with empathy.

But once we got into the real discussion—the condition of the home, its deferred maintenance, smaller lot size, and the lack of key upgrades compared to neighborhood comps—it was clear that my truth didn’t match the price they had in mind.

Despite my best effort to position their home realistically, and even gently guiding them toward understanding who their true buyer would be, they couldn’t get past their emotional valuation. They read off a list of scripted questions (likely found online) and remained stoic the entire time. The message was clear: they didn’t trust what I was saying, because it didn’t match what they wanted to hear.

Days later, I received a polite text. They chose to list with another agent who would “work with them” on their price and plan. I wished them well. Because I don’t know any other way to do business than honestly.

One overpriced listing with the wrong expectations can cost a professional agent months of time, lost marketing dollars, and reputation damage. And more importantly, it can cost you—the seller a much bigger loss: market credibility, buyer interest, and ultimately, your net proceeds.

Why Sellers Overprice—And How to Avoid It

Overpricing usually isn’t arrogance. It’s attachment. It’s the understandable result of being too close to the property and too far from current buyer behavior. Many sellers (and unfortunately, some agents) fall into the trap of:

• Choosing only the highest comps for the CMA

• Making subjective “adjustments” that stretch market reality

• Ignoring property shortcomings in favor of perceived value

• Underestimating the power of condition, presentation, and timing

That’s why a great listing agent doesn’t just tell you what you want to hear—they tell you what you need to know.

They help you understand today’s buyer psychology, pricing strategy, and how condition impacts perceived value. They tell you when your home needs prep before hitting the market. And they don’t sugarcoat the truth to “win the listing.” They earn your trust by keeping your goals front and center.

What Happens When You Price It Right from the Start?

• You attract the right buyers early—when your listing is freshest.

• You create momentum that can lead to multiple offers or stronger terms.

• You avoid the stigma of sitting on the market and having to reduce.

• You protect your bottom line—and your peace of mind.

For Sellers Who’ve Inherited a Home: You Deserve the Truth, Not a Sales Pitch

Selling an inherited property is often an emotional journey—especially if the home hasn’t been updated or maintained in recent years. But emotion doesn’t equal equity. Buyers don’t pay for memories. They pay for condition, features, location, and the story your home tells in today’s market.

If you’re in this situation, you need more than an agent. You need an advisor. Someone who will:

• Help you understand your true options

• Guide you on what (if anything) to invest in

• Position your home to sell—not sit

• Connect you with professionals for legal, financial, and prep support

• Represent only your interests

That’s exactly what we do at Avant ONE Real Estate.

Final Thought: Choose Advice Over Approval

If you’re meeting with agents who say exactly what you want to hear, pause.
Ask yourself: Are they advising me… or appeasing me?
One wins you trust. The other wins the listing—but at what cost?

At Avant ONE, we do real estate differently. We represent sellers with honesty, strategy, and respect for your goals—not just your timeline.

We’re here to protect your equity, guide your process, and advocate for the best outcome—not the easiest one. We live, work, and serve in the communities we represent—from Westlake Village to Thousand Oaks, Agoura Hills, Lake Sherwood, and beyond.

If you’re facing the sale of a family home—or need a second opinion—we’re here to help.

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