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Real Estate, Explained. The McNab Perspective.

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How Do You Actually Hire a Real Estate Agent?Hiring a Real Estate Agent to Sell Your HomeHiring a Real Estate Agent to Buy a HomeWhen Can You Sell an Inherited Home in New York? Understanding the Legal and Emotional TimelineStop Calling It the “Asking Price.” It’s a Marketing Price.

Real Estate Explained: The McNab Perspective

Practical advice for buying, selling, and navigating real estate in Western New York.

CHOOSING AN AGENT

How Do You Actually Hire a Real Estate Agent?

Why choosing the right agent should start with a conversation, not a contract.

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By Ryan McNab | Howard Hanna Real Estate Services

I'll admit something. When someone calls me and says they're thinking about buying or selling a home, I still get excited. I start thinking about the possibilities. Where might they end up? What are they hoping to accomplish? How can I help And then I remind myself of something important. We're just having a conversation.

For most people, buying or selling a home is a significant financial decision. It can also be a very personal one. Choosing someone to help you through that process deserves more thought than simply answering the first phone call.

Don't Just Hire the First Agent Who Calls

Most people begin exploring real estate online. Maybe you're curious about your home's value, or perhaps you've been browsing listings and found something interesting. You enter your contact information, click a button, and suddenly your phone starts ringing.

And ringing. And ringing. And ringing.

There's no shortage of real estate websites collecting consumer information and connecting people with agents. My advice? Don't automatically hire the first person who calls. But don't go to the opposite extreme and have several agents actively working for you without understanding the relationships you've established. Instead, interview a few agents.

As much as I would love to be the only applicant for the job, I think it's important to get different perspectives. You're looking for someone who understands your needs, communicates in a way that works for you, and makes you comfortable asking questions. Not every agent is the right fit for every client. And that's okay.

A Conversation Isn't a Commitment

I enjoy talking about real estate.

If you want to sit down and discuss the market, ask questions about buying a home, or explore what selling your property might involve, I'm happy to do that. Having a conversation doesn't automatically mean you've hired me.

In New York, real estate agents must provide agency disclosures at certain points in the process. These disclosures explain whom the agent represents. But here's an important distinction:

Signing an agency disclosure form is not the same as signing an agreement to hire an agent.

A representation agreement establishes the terms of your working relationship, including its scope, duration, and compensation arrangements where applicable. Before signing, make sure you understand what you're agreeing to.

Who Does Your Agent Actually Represent?

This is one of the more confusing parts of real estate, and frankly, I've encountered agents who have trouble explaining it themselves.

In New York, you may encounter several agency relationships.

  • Seller's agency: The agent represents the seller and works to protect the seller's interests.
  • Buyer's agency: The agent represents the buyer and works to protect the buyer's interests.
  • Dual agency: A brokerage represents both the buyer and seller in the same transaction, with the required informed consent. This creates limitations on the advocacy and advice that can be provided to either party.
  • Dual agency with designated representation: Separate agents within the same brokerage are designated to represent the buyer and seller, while the brokerage remains in a dual-agency relationship.

Why does this matter?

Consumers should understand whom their agent represents, what duties that agent owes them, and how those responsibilities may change in a dual-agency situation.

We're Called Salespeople, but That's Not How I Think of My Job

My official title is Licensed Real Estate Salesperson. Which is a little ironic, because I spend far more time advising people than selling anything. I'm helping clients understand market conditions, evaluate options, consider risks and rewards, and navigate decisions that can have significant consequences. Sometimes that means helping someone recognize a good opportunity. Sometimes it means pointing out reasons they might want to reconsider. And sometimes the best advice I can give someone is to wait.

I don't think an agent's value should be measured by how effectively they convince someone to buy or sell. I think it should be measured by how well they help someone make informed decisions.

You Don't Need to Be Ready to Buy or Sell

I think having a relationship with a real estate agent is a little like having a relationship with your doctor. You don't necessarily wait until something is wrong to find someone you trust. You establish a relationship, learn from their advice, and turn to them when you need guidance.

Real estate can work the same way.

I'm often in my office, and I'm happy to meet someone at a coffee shop to discuss the market or the buying and selling process. I can also help you begin following the market through property listing alerts and regular updates. Over time, you'll begin to recognize what homes are selling for, how quickly they're selling, and how the market is changing.

You don't need to be ready to sign an agreement or make an offer to begin learning.

Talk with a few agents. Ask questions. Find someone you trust.

Because hiring a real estate agent shouldn't simply be about finding someone to complete a transaction. It should be about finding someone who can help you make good decisions. And that's a relationship worth establishing long before you need it.

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SELLING YOUR HOME

Hiring a Real Estate Agent to Sell Your Home

Why the right selling strategy starts with understanding your needs, not guessing your home's value.

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By Ryan McNab | Howard Hanna Real Estate Services

When someone contacts me about selling their home, there's usually one question they want answered.

"What's my house worth?"

It's a reasonable question. But it's not the first question I want to answer. Before we talk about price, I want to understand why you're selling.

What's Your Goal?

Are you relocating? Downsizing? Buying another home? Do you have a specific timeline? Is there a certain amount of money you need to walk away with? Maybe you need to sell quickly. Maybe you have the luxury of waiting for the right opportunity.

These things matter.

A seller who needs to relocate in six weeks may need a different strategy than someone who has no particular deadline. A seller who needs a certain amount of money to purchase their next home may have different priorities than someone who is simply exploring their options. I don't want to develop a strategy based solely on what I think your house might sell for. I want to develop a strategy based on what you're trying to accomplish.

Be Careful About Choosing an Agent Based on Price

I've seen homeowners become impressed with an agent who tells them their house is worth considerably more than other agents have suggested. I've also seen agents immediately reduce their commission in an effort to secure a listing. I understand why both approaches appeal to sellers.

Money matters.

But neither a high suggested price nor a low commission automatically means you're getting better representation. An agent's opinion of value is based on available market information, including past sales that may already be outdated. It's an estimate, not a guarantee. And while commissions are negotiable, I think sellers should evaluate the entire service being offered, including marketing, communication, market knowledge, and negotiating ability. After all, you're hiring someone to help you negotiate one of your most valuable assets.

I Don't Like the Term "Asking Price"

I prefer to call it a marketing price.

The list price is a tool we use to position your property in the market. Generally, there are three approaches.

  • Price high and negotiate downward. This can provide room for negotiation, but it also risks discouraging buyers and causing a property to remain on the market longer.
  • Price at perceived market value. This positions the property near the value suggested by available market information.
  • Price below perceived market value to encourage competition. This aims to attract more buyers and potentially generate competing offers, although that outcome isn't guaranteed.

Each strategy carries risks and potential rewards. The right approach depends on the property, current market conditions, competition, and your particular circumstances. And here's something else worth remembering. Your list price isn't necessarily the amount you expect to receive or the lowest amount you're willing to accept. Buyers don't need to know your personal financial needs or negotiating position. That's information we protect while developing and executing a negotiation strategy.

Marketing Is More Than an MLS Listing and a Yard Sign

Once we've signed a listing agreement, the work begins.

We discuss how to prepare the property, arrange photography, consider staging, and organize a showing strategy. The goal is to introduce your home to the market in the best possible way. But marketing doesn't stop once the listing goes live. Social media advertising can help reach potential buyers. So can the relationships I've developed with other real estate professionals throughout Western New York. I communicate with other Realtors about properties and buyer needs because they may be working with someone whose search matches your home.

Good marketing isn't simply about having as many people as possible see your property.

It's about getting the right people to see it.

The Highest Offer Isn't Necessarily the Best Offer

When offers arrive, most sellers naturally focus on the purchase price. But there's more to an offer than the number at the top. I want my clients to understand the net proceeds to the seller and the other terms of each offer.

But even that doesn't tell the whole story. We also need to consider financing, contingencies, timing, and the buyer's qualifications. Sometimes an offer with a slightly lower net amount may be more attractive because of its other terms.

My job is to explain those differences, discuss the risks and rewards, and help you negotiate. Ultimately, you decide which offer to accept.

You're Still in Control

Listing your home doesn't mean you're required to accept an offer. You can receive several offers and decide that none of them meet your needs. You may also change your mind about selling, although your listing agreement and any existing purchase contract can create obligations or financial consequences. That's why it's important to understand the agreement before signing it.

And if you're unhappy with your agent's performance, have that conversation. If one of my clients is unhappy, I want to know. I'd rather talk openly about what's not working and how we can address it than have someone feel frustrated or unheard.

Selling a Home Is About More Than the Sale Price

Of course, I want my sellers to achieve a strong financial result. But I also want to help them accomplish whatever led them to sell in the first place. Sometimes that's a move to another community. Sometimes it's downsizing, relocating, or moving into a different stage of life. And sometimes the circumstances are complicated.

That's why I believe the most important part of a listing consultation isn't the number an agent writes down as your home's estimated value. It's whether they take the time to understand you. Because a successful sale isn't simply about getting the highest possible price. It's about developing and carrying out a strategy that helps you accomplish your goals.

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BUYING A HOME

Hiring a Real Estate Agent to Buy a Home

What buyers should know about representation agreements, compensation, and having someone in their corner.

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By Ryan McNab | Howard Hanna Real Estate Services

You find a house online. It looks interesting. Maybe it's exactly what you've been searching for. So you click the button that says "Schedule a Tour." Seems simple enough. But before you start touring homes, there's something important you should understand. Who is representing you, and what exactly are you agreeing to?

Start With a Buyer Consultation

Occasionally, someone calls me because they've found a particular property and want to see it. In those situations, I can generally arrange a buyer representation agreement limited to that property and a single day. But I actually think most buyers are better served by starting with a conversation.

I prefer to sit down for a buyer consultation. It's an opportunity for us to get to know each other. I want to understand what you're looking for, your timeline, your financial expectations, and what matters most to you in a home. It's also an opportunity for you to learn how I work and decide whether I'm the right person to represent you. We can discuss the buying process, market conditions, financing, and what you should expect from your agent. If we're both comfortable moving forward, we can discuss a longer-term agreement. If you're not ready, that's okay.

What Is a Buyer Representation Agreement?

A buyer representation agreement establishes the terms of the relationship between you and your agent's brokerage. It can address the scope of representation, duration, compensation, and other responsibilities. Under applicable industry rules, an agent working with a buyer generally needs a written buyer agreement before touring a property with them. But that doesn't mean you automatically need to sign a long-term agreement covering every property. The terms can be negotiated, subject to applicable requirements. You might agree to representation for one property and one day, or establish a broader relationship. The important thing is understanding what you're signing. Don't sign an agreement simply because someone tells you it's required without explaining what it means.

Who Pays the Buyer's Agent?

This is probably one of the most confusing aspects of buying a home.

My perspective is that, economically speaking, the buyer ultimately brings the money into the transaction. The purchase funds, whether cash or mortgage financing, are what make the sale possible. But where the money comes from economically and who is contractually responsible for paying an agent are two different questions.

When you sign a buyer representation agreement, you agree to compensation terms with your agent's brokerage. The seller may agree to pay some or all of that compensation from the proceeds of the sale. If the seller doesn't contribute, you may be responsible for paying the amount required by your agreement.

Why does this matter?

Imagine you've saved enough for your down payment and closing costs, but you don't have additional cash available to pay your agent directly. If the seller agrees to contribute toward that compensation, you may be able to complete the transaction without bringing those additional funds to closing, depending on your financing and lender requirements. If the seller doesn't contribute, the additional cash requirement could affect your ability to purchase the property. This is why I believe sellers should consider how compensation arrangements can affect the pool of potential buyers. And it's why buyers need to understand their financial obligations before they begin touring homes.

Real estate commissions are negotiable and are not set by law.

Have the conversation early, ask questions, and understand the possible costs.

Your Agent Should Be More Than Someone Who Opens Doors

Once we establish our working relationship, I'm your real estate advisor and advocate. Yes, that includes arranging showings and helping you access properties. But it also includes communicating with listing agents, gathering information, and helping you evaluate your options. When you find a home you want to purchase, I'll help prepare your offer and explain the terms. We'll discuss the price, contingencies, financing, and other conditions that could affect the transaction. If your offer is accepted, there are still plenty of steps ahead. Inspections, financing, contractual deadlines, and other obligations all need attention. I want you to understand what you've agreed to and what you need to do to fulfill your responsibilities under the contract. Buying a home shouldn't feel like a series of documents you're expected to sign without understanding them.

Your Agent Should Help You Understand the Risks, Too

I think one of the biggest misconceptions about real estate agents is that our job is to convince people to buy houses. My official title is Licensed Real Estate Salesperson, but I spend much more of my time advising clients than selling anything. Sometimes that means explaining why a particular property could be a good opportunity. Other times, it means discussing concerns or risks that deserve closer attention. I want buyers to make decisions based on good information, not pressure.

That doesn't mean every decision will be easy.

Real estate transactions involve uncertainty, competing priorities, and sometimes difficult choices. But having someone who can help you understand the risks and rewards can make those decisions easier to navigate.

What if You're Not Ready to Buy?

That's perfectly fine. In fact, I think it's a good idea to establish a relationship with an agent before you're ready to make a purchase. I often compare it to having a doctor. You establish a relationship with someone you trust, learn from their advice, and turn to them when you need guidance. Real estate can work the same way.

I'm happy to meet someone at my office or at a coffee shop to discuss the process. I can set you up with listing alerts and market updates so you can begin understanding what's available, what homes are selling for, and how the market is behaving. You don't have to be ready to make an offer tomorrow. Sometimes the best first step is simply learning.

Find an Advisor, Not Just a Salesperson

When you're choosing a buyer's agent, look for someone who will take the time to educate you. Someone who listens to your needs, explains your options, and advocates for your interests. Someone who understands that buying a home isn't simply about finding a property you like. It's about making a decision that works for your life and your circumstances. Because my job isn't simply to help you buy a house. It's to help you make a good decision about one.

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ESTATES & INHERITED PROPERTY

When Can You Sell an Inherited Home in New York? Understanding the Legal and Emotional Timeline

Losing a loved one is difficult enough. Figuring out what to do with their home can make an already overwhelming time even more complicated.

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By Ryan McNab | Howard Hanna Real Estate Services

One of the questions families often face after losing a loved one is, "When can we sell the house?" It's a reasonable question, but the answer isn't always straightforward. There are really two timelines to consider when selling an inherited property: when you have the legal authority to sell and when you and your family are ready to make that decision.

Understanding both can help you move forward with greater confidence and fewer surprises.

First, Who Has the Legal Right to Sell the Home?

One of the biggest misconceptions about inherited property is that family members can immediately sell a home after someone passes away. In New York State, that isn't necessarily the case. The first step is determining how the property was owned and whether it needs to go through the Surrogate's Court. If the deceased owned the property solely in their name, the estate may need to go through probate or administration before someone has the authority to sell it. If there is a valid will, the court generally appoints an executor through probate. If there is no will, the court may appoint an administrator through a process called estate administration.

The court issues documents establishing that authority:

  • Letters Testamentary: Issued to an executor appointed under a will.
  • Letters of Administration: Issued to an administrator when there is no will.

These documents establish who has the authority to act on behalf of the estate.

However, having these letters doesn't automatically mean every property can be sold without additional legal considerations. New York has specific rules regarding real estate inherited by heirs or beneficiaries, and the executor's or administrator's authority may depend on the circumstances.

Before listing an estate property, it's important to have an estate attorney confirm who has the legal authority to sign the listing agreement and ultimately transfer ownership.

I work with a number of attorneys that do both Real Estate Law and Probate Law. I have found that it is best to team up with an agent and attorney so that you are on the same page from the beginning.

Does Every Inherited Home Have to Go Through Probate?

No, and this is an important distinction.

Some properties transfer ownership without going through the traditional probate process. For example, a home owned jointly with rights of survivorship may pass directly to the surviving owner. A property held in a properly structured trust may also be handled outside probate. New York also recognizes certain beneficiary arrangements and other forms of ownership that can affect how property transfers after death.

The important thing is not to assume that every inherited home follows the same process. How the property was titled before your loved one's death can make a significant difference in what happens next. An estate attorney can review the deed, will, trust documents, and other relevant information to help determine the appropriate steps.

When Is the Right Time to Sell?

Once the legal questions are addressed, there's another important consideration: Is your family ready? A home is rarely just a piece of real estate. It might be the house where you grew up, where your family celebrated holidays, or where you gathered around the kitchen table for countless conversations. Those memories don't disappear when ownership changes.

I understand this personally.

Having experienced the loss of both of my parents and the process of selling my mother's home, I know that these decisions aren't simply financial transactions. There can be a tremendous amount of emotion attached to a property, even when you know selling is the practical choice. And sometimes, family members aren't all in the same place emotionally. One person may be ready to sell immediately, while another needs more time. Neither reaction is necessarily wrong. The goal should be to make thoughtful decisions while respecting both the family's needs and the responsibilities associated with the estate.

What Happens If You Wait to Sell?

Taking your time may be the right decision, but it's important to understand the financial responsibilities that come with holding onto a property. Even when a home is vacant, expenses continue. Property taxes, insurance, utilities, maintenance, lawn care, snow removal, and potential mortgage payments can add up. Vacant properties can also present additional challenges, including insurance restrictions, maintenance concerns, and the possibility of damage going unnoticed. This doesn't mean you should rush to sell. It simply means that waiting is a decision that should be made with a clear understanding of the costs and responsibilities involved.

A real estate professional can help you evaluate the current market, estimate potential selling expenses, and understand what the property might realistically sell for. That information can help your family decide whether selling now or waiting makes the most sense.

You Don't Have to Have Everything Figured Out Before Talking to a Realtor

Another common misconception is that families need to completely clean out a home, make repairs, and settle every detail before speaking with a real estate agent. That's simply not true. In fact, having a conversation early in the process can help prevent unnecessary work and expenses. Not every home needs to be renovated before selling. Sometimes modest improvements make financial sense. Other times, selling the property in its current condition is the better option.

An experienced Realtor can help you understand:

  • What the property may be worth in today's market.
  • Which repairs or improvements, if any, are worth considering.
  • Whether selling the property as-is makes sense.
  • What expenses you might expect during the selling process.
  • How to develop a realistic timeline that works for your family.

You can gather information and explore your options without making an immediate commitment to sell.

Moving Forward at Your Own Pace

When someone passes away, families are suddenly faced with decisions they may never have anticipated making. Some are legal. Some are financial. And many are deeply personal. The right time to sell an inherited home isn't necessarily the day the court issues the paperwork, the day the house is cleaned out, or the day someone tells you the market is favorable.

It's when the people with the legal authority to make the decision have the information they need to move forward confidently.

Sometimes that happens quickly. Sometimes it takes time. Either way, you deserve clear information, thoughtful guidance, and a little patience along the way. My approach starts with a conversation, not a sales pitch. Whether you're just beginning to understand the estate process, trying to determine what a property might be worth, or preparing to sell, I'm happy to help you explore your options.

You don't have to be ready to sell to be ready for a conversation.

Ryan McNab | Licensed Real Estate Salesperson | Howard Hanna Real Estate Services

Disclaimer: This article provides general information about estate property transactions in New York State and is not legal or tax advice. Estate laws, ownership arrangements, and individual circumstances vary. Consult a qualified New York estate attorney to determine your legal rights and responsibilities before selling inherited property.

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PRICING & MARKET STRATEGY

Stop Calling It the “Asking Price.” It’s a Marketing Price.

Why the price you see on a real estate listing isn’t necessarily the price the seller expects (or is willing to accept).

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By Ryan McNab | Howard Hanna Real Estate Services

I have a confession to make. There is a term commonly used in real estate that drives me a little crazy.

“Asking price.”

You've heard it a thousand times. A house is listed for $300,000, so naturally, everyone assumes the seller is asking $300,000 for their home. But that's not necessarily true.

When I sit down with homeowners to discuss selling their property, I absolutely want to know what they hope to receive. Their financial needs, expectations, and goals are important parts of the conversation. However, when we determine the price that will appear on the listing, we're making a marketing decision.

The list price is not necessarily what the seller wants. It's how we choose to introduce the property to the marketplace.

And understanding that distinction can make a tremendous difference in how both buyers and sellers approach a real estate transaction.

The List Price Has a Job to Do

When you see a price attached to a home, it's tempting to think of it as a price tag in a retail store. You see a shirt marked $50. You pay $50. The transaction is complete.

Real estate doesn't work that way.

A home's list price serves several purposes. It determines which buyers are likely to discover the property in their searches, influences how buyers compare it to competing homes, and helps establish expectations about its value. Most importantly, it helps generate interest and encourages buyers to take action. The right list price depends on the property, the seller's goals, current market conditions, and the behavior of buyers in that particular market.

I generally think about three different pricing strategies.

  • Event-Based Pricing
  • Perceived-Value Pricing
  • Aspirational Pricing

1. Event-Based Pricing: Creating Competition

Event-based pricing is designed to attract significant attention and encourage buyers to compete for a property. With this strategy, a home may be listed below its anticipated market value to generate a larger pool of interested buyers. Imagine a home that comparable sales and current market activity suggest might sell for approximately $325,000. Rather than listing it at $325,000, we might strategically introduce it at $299,900.

Why?

Because that price may attract buyers searching below $300,000, as well as buyers with higher budgets who recognize the property's potential value. The goal is to create an event around the listing: strong initial interest, multiple showings, and potentially multiple competing offers.

When this strategy works, buyers may offer substantially more than the list price. That doesn't necessarily mean they're overpaying. It may simply mean the property was intentionally positioned below the amount buyers were likely willing to pay.

The opportunity: Strong competition can create favorable terms and potentially a higher sale price.

The risk: Competition is never guaranteed. If buyers don't respond as anticipated, the seller may receive offers near the lower list price, or no acceptable offers at all.

This strategy works best when market conditions, the property, and the seller's circumstances support it. The seller must understand the risks and remain in control of which offers, if any, to accept.

2. Perceived Value-Based Pricing: Meeting the Market

This is probably the strategy most people imagine when they think about pricing a home. With perceived value-based pricing, we attempt to position the property near the amount buyers are likely to consider reasonable based on current alternatives. That requires more than looking at recent sales.

We examine comparable properties, condition, location, features, available inventory, and what buyers are actually doing in today's market.

Notice I said perceived value. A home's value isn't determined solely by what the seller paid, how much they invested in improvements, or even what a real estate agent recommends. Ultimately, the market's response matters. Two buyers may look at the same house and see very different values. One may love the location and floor plan. Another may see an outdated kitchen and a long list of projects. With perceived value-based pricing, the goal is to position the property where a reasonable number of qualified buyers will recognize its value.

The opportunity: Buyers may view the home as competitively priced, producing consistent interest and credible offers without relying on a bidding war.

The risk: If we misjudge buyer perceptions or the market changes, even a carefully researched price may fail to generate the expected activity.

This is why pricing is not something we should determine once and then forget. We need to pay attention to how buyers respond.

3. Aspirational Pricing: Testing the Upper End of the Market

Sometimes a seller wants to explore whether the market will support a price above what recent comparable sales might suggest. There can be legitimate reasons for this. Perhaps the property has unusual features that are difficult to compare. Maybe it offers a combination of location, acreage, architecture, or amenities that rarely becomes available. Or perhaps the seller is in no particular hurry and is willing to wait for a buyer who places an unusually high value on the property.

In these situations, aspirational pricing may be an appropriate strategy.

For example, a home with an estimated market value around $400,000 might be introduced at $435,000 to test whether a buyer sees additional value that isn't reflected in recent sales. But this approach requires a clear understanding of the trade-offs.

The opportunity: A seller may connect with a buyer willing to pay a premium for a property that meets specific needs or preferences.

The risk: A higher price can reduce visibility, discourage showings, extend time on the market, and ultimately weaken the property's negotiating position.

There's also an important distinction between strategic aspirational pricing and simply overpricing a home because the seller wants more money.

Hope alone is not a marketing strategy. If we choose aspirational pricing, we should establish expectations, monitor buyer response, and have a plan for adjusting if the market doesn't support the price.

Why the Term “Asking Price” Confuses Buyers

Now let's look at this from the buyer's perspective.

Imagine finding a house listed for $300,000.

You love it. You've done your homework. You submit an offer for $300,000 with reasonable terms.

And the seller counters at $315,000.

Your first reaction might be:

“Wait a minute. They're asking $300,000. I offered them exactly what they asked for. How can they counter for more?”

I understand that frustration. But the problem begins with the assumption that the list price represents the amount the seller has promised to accept.

It doesn't.

The seller may have intentionally selected a marketing price designed to generate competition. They may have received other offers. Or the terms of your offer may not meet their needs. In a typical real estate transaction, the seller is not obligated to accept an offer simply because it matches the list price.

The same misunderstanding happens when a buyer offers $325,000 for a home listed at $300,000. People may immediately conclude that the buyer paid $25,000 over value.

But did they?

If the home was intentionally priced below its anticipated market value, the final sale price may be entirely consistent with what comparable properties are selling for.

Paying over list price is not the same thing as paying over market value.

And buying below list price doesn't automatically mean you've gotten a bargain, either. The relationship between list price and sale price tells us something about the marketing strategy and negotiation. By itself, it tells us very little about whether the buyer made a good financial decision.

Sellers Need to Understand This, Too

The phrase “asking price” can create unrealistic expectations for sellers as well. A homeowner may believe that if their house is listed for $350,000, they should receive $350,000—or something very close to it. But if we choose an aspirational pricing strategy, we may be deliberately testing a price that buyers are not currently willing to pay. Alternatively, if we choose event-based pricing, we may intentionally list below the seller's desired outcome.

Neither approach guarantees a particular result.

That's why I believe a pricing conversation should begin with more than simply asking a homeowner, “What do you want to list your house for?”

I want to understand their goals.

How quickly do they need to sell? How much uncertainty can they tolerate? Are they prioritizing the highest possible price, a predictable timeline, favorable terms, or some combination of those things? And perhaps most importantly, what does the current market tell us about how buyers are likely to respond? The answers help determine which strategy makes the most sense.

Does Selling Over List Price Mean Your Realtor Did a Great Job?

Here's where I might get myself into a little trouble with some of my fellow Realtors. We've all seen the social media posts:

“JUST SOLD! $35,000 OVER ASKING!”

Sometimes they're accompanied by balloons, confetti, and enough exclamation points to make you think someone won the lottery. And maybe the agent did an exceptional job. But that number alone doesn't tell us.

Think about the three pricing strategies we've discussed. If a home has an anticipated market value of $350,000 and an agent uses event-based pricing to list it at $319,900, then sells it for $355,000, that's $35,100 over list price.

Sounds impressive, right? Now imagine another agent lists a comparable home at $349,900 using perceived value-based pricing and sells it for $355,000. Both homes sold for the same amount. Both sellers achieved the same gross sale price. But one agent gets to advertise a sale more than $35,000 over list price, while the other can only claim $5,100 over.

Did one agent outperform the other? Or did they simply use different marketing strategies?

We can't answer that question based on the list-to-sale price comparison alone.

And the same logic works in reverse.

An agent who lists a home at $375,000 using aspirational pricing and ultimately negotiates a sale at $355,000 hasn't necessarily done a poor job just because the home sold below list price. Perhaps the seller wanted to test the upper end of the market, understood the risks, and was comfortable with the additional time it might take. Perhaps the final result met every one of the seller's goals. Of course, there are times when poor pricing decisions, inadequate marketing, or weak negotiation can cost a seller money. Those things matter, and agents should be accountable for them. But the percentage above or below list price doesn't tell us enough to make that judgment.

So How Should We Evaluate a Realtor's Performance?

I think we should be asking better questions.

  • Did the agent develop a thoughtful pricing strategy based on current market conditions?
  • Did they explain the risks and benefits of that strategy?
  • Did their marketing attract qualified buyers and create meaningful opportunities?
  • Did they negotiate effectively, not just on price, but on terms, contingencies, and the likelihood of a successful closing?
  • Did they help the seller understand the financial implications of each offer, including their estimated net proceeds?

And perhaps most importantly:

Did the agent help the seller achieve the best possible outcome for their particular circumstances?

A seller who needs to relocate quickly may place tremendous value on a reliable offer with a short closing timeline. Another seller may be willing to wait months for the possibility of a higher price. The best strategy for one may be entirely wrong for the other. And we should recognize that meeting a seller's expectations isn't necessarily the same as maximizing their outcome. An effective agent should also help the seller understand the opportunities they might otherwise overlook. I understand why Realtors celebrate selling above list price. It's an easy number to communicate, and sometimes it genuinely reflects a successful marketing campaign. But it isn't a complete measure of success.

A Realtor's job isn't to beat the list price. It's to help the client achieve the best possible outcome.

And sometimes those are two very different things.

The Market Determines the Outcome

Here's something I remind my clients:

We control the list price. We do not control the market's response.

We can analyze comparable sales, study current competition, evaluate buyer behavior, and develop a thoughtful marketing strategy. But buyers ultimately decide whether a property represents enough value to make an offer—and how much they're willing to offer. Sellers, in turn, decide whether the price and terms of those offers are acceptable. A successful transaction occurs when those expectations meet and the parties reach an agreement. That's why understanding buyer behavior in the current market is so important.

In Western New York, where it can take months for a transaction to close, the closed sales data we're reviewing may reflect decisions buyers made weeks or months earlier. That information is valuable, but it doesn't tell the entire story. We also need to understand what's happening with active listings, current competition, showing activity, and offers being made today. Pricing is both an analytical exercise and a marketing decision.

And a Realtor's expertise isn't demonstrated simply by recommending a number. It's demonstrated by understanding the market, selecting an appropriate strategy, communicating clearly with the client, and responding intelligently as new information becomes available.

Let's Change the Conversation

I'm not expecting the real estate industry to abandon the phrase “asking price” tomorrow. It's been around for a long time, and I suspect it isn't going anywhere. But I would love to see buyers, sellers, and even my fellow Realtors think differently about what that number actually means. For sellers, the question shouldn't simply be, “How much should I ask for my house?”

It should be:

“What pricing strategy gives us the best opportunity to accomplish my goals?”

For buyers, the question shouldn't simply be, “How much above or below asking price should I offer?”

It should be:

“What is this home worth to me, what does the market support, and what offer gives me the best opportunity to purchase it on terms I'm comfortable with?”

And for Realtors, perhaps we should spend a little less time celebrating how far above list price a home sold and a little more time explaining the strategy, service, and expertise that helped our clients achieve their goals. Because the list price isn't a finish line we're trying to cross.

It's a starting point for a marketing strategy.

And the success of that strategy should be measured by the outcome for the client, not simply the difference between two numbers. Whether you're buying or selling, understanding that distinction can help you make more confident real estate decisions.


Ryan McNab is a Licensed Real Estate Salesperson with Howard Hanna Real Estate Services, serving buyers and sellers throughout Western New York. He believes successful real estate decisions begin with thoughtful conversations, a clear understanding of the market, and a strategy built around each client's individual goals.

Ryan McNab | Licensed Real Estate Salesperson | Howard Hanna Real Estate Services

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