Berkshire Hathaway Urges Sellers to Price Homes Realistically

Berkshire Hathaway HomeServices this week advised its agents and franchisees to urge home sellers to set realistic asking prices, saying listings priced above current market levels are staying on the market longer and often require later price cuts.

The brokerage told agents sellers should base list prices on current local sales data rather than pandemic-era comparisons. The guidance noted buyer demand has eased from 2020–2021 while inventories in many markets have risen, reducing pressure on buyers to waive contingencies or pay above asking price.

The firm recommended using recent comparable sales, accounting for longer listing timelines and preparing for more negotiation. In higher-cost areas that saw large price gains during the housing boom, brokers were advised to consider modest reductions up front to align with what buyers are paying today instead of waiting for offers and then implementing larger discounts.

Berkshire Hathaway cited higher mortgage rates and cooler sales volumes as factors that have reduced buyer affordability and slowed price growth in many metros. With fewer bidders on typical listings, appraisal gaps and waived inspection contingencies have become less common, which can create financing obstacles for offers contingent on loans.

Agents were encouraged to present sellers with recent closed sales, days-on-market trends and active listings to justify recommended list prices. The guidance also suggested staging properties and highlighting recent upgrades to improve buyer interest.

Real estate professionals note sellers who adjust expectations quickly tend to close sales faster and with fewer concessions. For some sellers, modest initial price reductions have increased showings and produced stronger offers compared with waiting for bids at inflated prices.

During 2020–2021, rapid price growth was driven by very low mortgage rates, limited inventory and strong buyer demand. Since then, rising borrowing costs and more new listings have eased upward pressure on prices and moved many markets from seller-favoring toward a more balanced or buyer-leaning condition.

Berkshire Hathaway presented the guidance as a practical pricing approach tied to current local market data aimed at reducing the need for multiple price cuts that can slow or complicate transactions.