How Do You Negotiate a Price Reduction Without Losing the Seller’s Trust?

By John Bolos

John Bolos is a Broker, Owner, and Realtor with strong roots in the Charlotte area. Before founding the John Bolos Group at Keller Williams, he became one of the most sought-after agents in the Carolinas, which he has been serving since 2003.

Are you nervous about discussing price reductions with your seller? I know that this is one of the most uncomfortable conversations to have in real estate. You don’t want to lose their trust, seem like you misjudged the market, or worse, risk losing the listing. But staying silent can cost you more than having the tough conversation.

I recently worked with an agent who had everything lined up perfectly. The photos were strong, the marketing was sharp, but no offers came in. She knew the price was too high, but she hesitated to speak up, worried it might cost her the client’s trust. That delay nearly cost her the listing.

Here’s how top agents handle pricing talks and how you can do it too:

1. Show facts, not opinions. Sellers are smart and skeptical, so bring real-time data such as days on market, engagement metrics, and comparable sales. When they see the numbers clearly, they move from resisting to collaborating.

2. Deliver with clarity and confidence. Even the best data can fall flat if your delivery misses the mark. Sellers listen to your tone as much as your message. Instead of telling a seller, “We need to lower the price,” frame it differently. Say “let’s reposition based on buyer behavior” or “the market is giving us feedback, let’s respond to it.”

3. Set expectations early. At the listing appointment, explain that pricing will be tested and adjusted if needed. This way, a price change later is not a surprise but part of the strategy you both agreed on from the start.

4. Use pricing as a strategy. Repositioning a property is not backtracking; it is progress. When it is framed this way, sellers stay focused, listings remain active, and you remain in control of the process.

Pricing conversations don’t have to be painful. When you lead with facts, speak with clarity, and manage expectations from the start, you earn trust and keep control. If you want tools, coaching, or support to help you do it better, feel free to call me at (704) 777-8090 or send an email to team@jbolos.com. I’m here to help.