Summary
Four-step framework for getting sellers to agree to a price reduction without damaging the relationship. Uses permission, authority deflection, motivation reconnection, and high-anchor choice close.
The 4-Step Script
Step 1: Permission Frame
"On a scale of 1-10, how honest do you want me to be?"
Seller always says 8-10. This gives you explicit permission to deliver hard truth. They cannot push back on candor they requested.
Step 2: Deflect to Authority (NAR Stats)
Never give your opinion on price. Cite data instead:
- Low showings = property is priced 10% or more above market. Buyers aren't even clicking.
- Showings but no offers = property is priced ~5% above market. Buyers are looking but walking away.
This removes you as the villain. You are not saying the home is overpriced — the National Association of Realtors data is.
Step 3: Reconnect to Motivation
Ask: "You told me you wanted to [move closer to family / downsize / start the next chapter]. Has that changed?"
Sellers anchor to price and forget why they listed. Reconnecting to the original motivation reframes the reduction as a step toward their goal, not a loss.
Step 4: High-Anchor Choice Close
"Based on the data, would you like to try a 5% reduction or a 10% reduction?"
The seller picks 5% — which is what you actually needed. The 10% option exists only to make 5% feel reasonable. This is classic anchoring: present a bigger number to make the real number palatable.
National Context
Nearly 1 in 6 listings nationally took a price cut last month. National DOM sits at 47 days. Price reductions are normal market behavior, not a failure.