This is what balance looks like.
Sellers expecting too much, buyers offering too little and your negotiation skills at the heart of the real estate transaction.
“For the first in years, buyers – especially in previously supply-strapped markets – have real choice and negotiating power.” Phil Sopher. CEO Royal Lepage October 2025.
The agents who know how to have the difficult conversations, build collaboration, earn and maintain trust and problem solve are slaying this market. Clearly, this is the market that rewards expertise.
One area that I see agents really struggling is in estimating and communicating market value. Almost 80% of listings across Canada aren’t selling because they are overpriced. Every agent I know has overpriced inventory that is costing them money, time, energy and often reputation as the relationship with the seller sours.
Accurately estimating market value and effectively communicating that to the client is a skill that you need to master. Without it, you’ll continue to struggle with overpriced listings and hesitant buyers.
Preparing an accurate and defensible comparable market analysis (CMA) is a key piece of this skill set.
A CMA is not your listing presentation. It’s the analytical backbone that informs your pricing strategy. Once you master this, your conversations with clients become more strategic, objective and collaborative.
The careful preparation and presentation of a professional CMA, educates your clients, supports their decisions, and enhances your reputation as a trusted advisor. How you have the pricing conversation reduces resistance, clarifies expectations, and positions you as a knowledgeable advisor rather than a salesperson. Clients perceive you as credible, confident and collaborative rather than just another agent with an opinion.
I have created a definitive Technical Guide to Creating an Accurate and Defensible Comparative Market Analysis (CMA). It’s clear, precise and in-depth. It is not for the agent who is looking for a short cut. You can order it here. It’s $39.
You may also want to join the first ever Pricing Intelligence Masterclass. It’s November 18th – 3 hours live online. Maximum 30 attendees. You can register here. It’s $299 and includes the CMA Technical Guide.
