Should you ever tell a seller not to lower their price? James Shaw digs into the price reduction conversation, one of the most emotional moments in real estate right now, and breaks down exactly why pricing is a strategy question, not a value question, in a market that's shifting faster than most agents realize. Agents share real scripts for handling sellers who won't budge, why the answer to "should we reduce?" is almost always yes, and how to know when taking an overpriced listing means signing up for a long, painful relationship instead of a quick sale. James even runs a real test through ChatGPT to show how AI pricing tools can quietly talk sellers into pricing themselves right out of the market. Real frameworks, real math, and real talk about why holding firm on the wrong price can cost you more than the listing itself.

Aired on Septem ...