Everyone says “pricing is an art and a science.” That sounds nice. It also does not help you choose an actual number.
If you want to sell in Danville, San Ramon, Alamo, or the surrounding areas, here is how serious pricing decisions get made when you strip out the fluff.
Step 1: Forget what you “need” to net
Buyers do not care what you need to walk away with. They care what the home is worth in today’s market compared to their other options.
You can start with “I want X” as a goal, but if that number is out of line with the data, the market will punish it with silence.
Step 2: Look at the right comps, not the convenient ones
Good comps are:
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Similar location and school area
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Similar square footage and lot size
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Similar condition and level of upgrading
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Sold very recently
Bad comps are:
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The neighbor’s story from three years ago
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The one outlier sale that closed way over everything else
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Homes in a better location that you “wish” you had
We look at the full picture, then narrow down to the closest matches and adjust from there.
Step 3: Understand today’s buyer behavior
Some markets reward pricing low to generate a bidding war. Some reward realistic pricing that signals value without playing games.
We look at:
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Days on market for similar homes
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How many competing listings are active
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Whether buyers are still waiving contingencies or getting more cautious
This tells us whether an aggressive strategy makes sense or if it is better to come out closer to the number you would accept.
Step 4: Use price bands, not random numbers
Online, buyers search in price bands.
If you price at 1,598,000, you miss everyone searching 1.6 to 1.8. Sometimes adjusting by 2,000 can place you in a stronger search band and increase your exposure.
The goal is not a “cute” number. The goal is a strategic one.
Step 5: Prepare for what happens next
A pricing strategy is not just about day one. You need a plan for:
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What to do if you receive multiple offers
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When to adjust price if the market is quiet
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How to respond to low offers without overreacting
The only “wrong” pricing strategy is one with no plan attached to it.
The bottom line
Your list price is not a fantasy, it is a strategy. If you want to know where your home actually sits in this market, you need someone who will give you real numbers, not just tell you what you want to hear at the listing appointment.
