When our client Ann decided to sell her home in Coppell, she knew she wanted a smooth, successful sale, but one of the big question marks in her mind was how to price her home. After all, determining the right listing price can feel like threading a needle: most sellers want to make sure they’re not leaving money on the table, but they also don’t want their home sitting on the market too long.
What Ann wanted most was simplicity. She was ready to move out immediately and didn’t want to worry about the details: keeping the house spotless for showings, managing the yard and pool, or dealing with furniture and maintenance. She wanted what we like to call the “easy button” version of selling a home: a stress-free process that didn’t come at the cost of a desperate, below-value sale. Our goal was to meet her where she was, offering truly white-glove service that handled everything for her, while still ensuring she received top dollar for her home.
Just like we do with every Nail & Key client, we started with the data. We showed Ann what comparable homes in her area were selling for and helped her see the range of possible market values for her home. Then, we asked her the big question:
Did she want to price her home above market value (what we call aspirational pricing), within the perceived market value range (traditional pricing), or on the lower end of that range, using what’s known as event-based pricing?
This is the point where a lot of sellers get stuck.
Most homeowners naturally want to list higher than market value; it seems logical, since they want to get the most money possible for their home without leaving money on the table. And the most common reasoning behind listing high? “We want to leave room to negotiate.”
That’s when we like to ask:
“Which way do you want to negotiate: up or down?”
Here’s what we mean when we ask that question:
When you list your home above market value, you’re expecting to negotiate down, to drop your price after weeks on the market, or accept an offer that’s lower than your list price. Think of this as the real estate version of the common adage, “Shoot for the moon, and if you fail, you’ll land amongst the stars.” But what if you could flip that dynamic? What if, instead, you listed your home on the middle or lower end of the market value range, and invited competition that drives your offers up?
In other words, instead of settling for a plan that will almost certainly land you amongst the proverbial stars, sometimes it makes more sense to go with a strategy that will carry you all the way to the moon.
Why Lower Can Actually Mean Higher
The strategy behind event-based pricing works because of basic human psychology. Scarcity and exclusivity are powerful motivators. Just like an irresistible Black Friday deal, a well-priced home grabs attention, generates buzz, and drives traffic. Suddenly, your listing becomes the one everyone’s talking about (and touring).
Buyers who recognize the home’s value see an event-based price as a “great deal.” When more than one buyer feels that way, competition kicks in… and that’s when bidding wars often begin.
For Ann, this clicked right away. She realized that starting at the lower end of her home’s market value could actually give her more leverage, not less.
The Results: Six Offers and a $20,000 Surprise
Ann decided to list her home at $499,000, a price that positioned her property attractively on the lower end of its market value range. Within days, she had six offers on the table, which is remarkable in today’s market.
From there, we guided her through a negotiation strategy designed to maximize the outcome. With multiple interested buyers, we encouraged each one to bring their best and highest offer. The result? Ann accepted an offer nearly $20,000 over her list price, which was more than she would have expected even if she had started higher.
The funny thing? Before our strategy session, Ann had considered listing at $515,000, slightly on top of her market range. Her expectation was that she’d eventually negotiate down to around $500,000. Instead, by pricing strategically, she ended up selling for close to $520,000—and sold her home quickly, without stress, and without a single listing price drop.
Strategy, Not Guesswork
At Nail & Key, we see our role as part strategist, part guide. Our job is to listen closely, understand each client’s goals, and build a plan that works in the real world (not just on paper).
In Ann’s case, her biggest fear wasn’t really about price—it was about time. She didn’t want a stale listing lingering on the market. She wanted to move on to the next chapter of her life with confidence and ease. Our pricing strategy helped her do exactly that.
She handed us the keys, we handled the details, and in the end, she walked away with a faster sale and more money than she had expected.
The Takeaway
Selling a home isn’t a zero-sum game. Pricing lower doesn’t mean you’re losing value, it means you’re creating opportunity. When a home is priced strategically, it attracts attention, competition, and ultimately, stronger offers.
Ann’s story is proof that sometimes the smartest move isn’t to list high, it’s to list right.
Not sure what your home is worth? Contact us today for a seller consultation and we'll give you all the information to help you make an informed decision about how to price your home without sacrificing your priorities! Give us a call at (972) 916-9646.
