One in five active listings had a price reduction last month, and it's not because agents don't know how to price a house, it's because they're getting outnegotiated by their own sellers before the listing even goes live. James Shaw pulls out his original Shift book to break down why pricing is both a science and an art, and why holding the line on price takes real persuasion skills, not just data. Agents share the exact scripts they use when a seller pushes back, why silence after a tough pricing conversation is your best tool, and one agent's story of pricing her own home exactly how she coaches her clients, then watching it sell for way over asking in 24 hours.

Aired on September 4, 2026

The Pivot: SHIFT Ahead morning call is in an interview format, where agents across the globe share their expert input on various real estate topic ...