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美国房产小讲堂 · 卖房策略

决定房子卖多少钱的，不是卖家，也不是经纪人，而是市场上最喜欢这套房子、愿意付钱的那个买家。

1一个卖了近两年的案例

2022 年春天，团队曾和这套 Upland 房子的卖家见面。当时双方在定价和准备工作上有分歧：卖家希望的挂牌价比团队评估的市场价高出约 10 到 15 万美元，也不太愿意移走屋里又高又重的旧式家具、重新刷漆和布展。

之后，卖家先后由多家经纪公司代理，经历了四个代理周期。期间曾接受过一个报价，但买家的贷款最终没有批下来，房子又回到市场。直到 2024 年 3 月，卖家重新联系团队，这次接受了刷漆、家具调整和布展的建议，房子最终售出。

2挂牌时间越长，买家越有筹码

重新上市后，询问的买方经纪人很多，但几乎每个人都会问：为什么卖了这么久？房子是不是有问题？

即使包装和宣传做得再好，买家都会有顾虑，也会更有信心砍价。就像一辆在车行停了半年的车，你会觉得不能砍价吗？最终成交价约 182 万美元，略低于团队最初心里估的约 185 万。团队也在其他条款上为卖家争取了利益，例如成交后的免租回租期。

房子在市场上时间越久，最后受损失的永远是卖家。

3先高价再降价，是常见的误区

这套房子 2022 年首次挂牌约 228 万美元，两个月后降到约 199 万，之后又降到约 189 万。

很多卖家以为先挂高一点、留给买家砍价的空间。但如果价格高得离谱，买家根本不来看、也不出价，只会等你降价。每一次降价，都让买家预期你还会继续降。

累计上市天数（CDOM）会一直记录在系统里，重新挂牌也不会清零。当一套房子已经挂了 300 多天，任何买家第一句话都会问原因。

4合理定价的逻辑

• 定价要想清楚：不是“我想卖多少钱”，而是市场上最喜欢这套房子的买家愿意付多少钱。
• 目标是在上市后两三周到三四周内，收到一个好的报价并成交。
• 谨慎对待“我保证能帮你卖到更高价”的承诺。报价偏高签约、之后再要求降价，最终损失的是卖家。
• 接受报价时，要联系对方的贷款机构，核实买家能否顺利完成贷款，避免交易中途失败。

团队给卖家的估价通常偏保守，希望在这个基础上给卖家带来惊喜，而不是先高报价签约，再赌市场上涨或让卖家接受降价。

常见问题

本文仅供一般信息参考，不构成法律、税务、贷款或投资建议。市场数据与政策以发布时为准，可能已有变化；具体情况请咨询持牌专业人士并自行核实。

A Home That Sat on the Market for Nearly Two Years: Pricing Lessons for Sellers

Please note: This video was published on August 8, 2024. It is more than a year old. Market data, prices, rates, and policies reflect that date and may have changed. Contact us for the latest information.

US Real Estate 101 · Selling Strategy

The price of a home is not set by the seller or the agents, but by the buyer who loves it most and is willing to pay.

1A Home That Took Nearly Two Years

In spring 2022, the team met the sellers of this Upland home. The two sides disagreed on price and preparation: the sellers wanted to list about $100,000–$150,000 above the team's estimate of market value and were reluctant to remove tall, heavy traditional furniture, repaint, and stage.

The sellers then listed with several brokerages across four listing periods. They accepted one offer, but the buyer's loan fell through and the home returned to market. In March 2024 the sellers contacted the team again, this time agreeing to painting, furniture changes, and staging, and the home sold.

2Time on Market Gives Buyers Leverage

After relisting, many buyer's agents inquired, and nearly all asked: why has it been on the market so long? Is something wrong with it?

No matter how well a home is presented and marketed, buyers carry that doubt and negotiate harder. Think of a car that has sat on the lot for six months — would you not ask for a discount? The home sold for about $1.82 million, slightly below the team's private estimate of about $1.85 million, though the team secured other terms for the sellers, such as a rent-free leaseback after closing.

The longer a home sits, the more the seller ultimately loses.

3List High, Cut Later: A Common Mistake

The home first listed in 2022 at about $2.28 million, dropped two months later to about $1.99 million, and later to about $1.89 million.

Many sellers think they should list high and leave room to negotiate. But if the price is far too high, buyers will not tour or offer; they wait for a reduction. Each cut tells buyers to expect more.

CDOM stays in the system and does not reset when you relist. Once a home has been listed for 300-plus days, every buyer asks why.

4The Logic of Pricing Right

• Price based not on what you want, but on what the buyer who likes the home most will pay.
• Aim to receive a good offer and sell within two to four weeks of listing.
• Be wary of promises to "guarantee" a higher price. Signing at an inflated price and being pushed to cut later costs the seller in the end.
• When accepting an offer, contact the buyer's lender to confirm the buyer can close, avoiding a deal that collapses midway.

The team usually gives sellers conservative estimates, aiming to beat them, rather than quoting high to win the listing and then betting on the market or asking the seller to cut.

FAQ

This article is for general information only and is not legal, tax, lending, or investment advice. Market data and policies reflect the time of publication and may have changed; please consult licensed professionals and verify independently.