Had he reduced the price as advised, he likely would’ve sold for under $8M—and possibly much less if negotiations had started lower.
The prior agents were baffled. “How did this happen?”
The answer: Superior marketing strategy, expert positioning, and a deeper understanding of the luxury buyer mindset.
Here’s the takeaway:
Luxury homes don’t always sell for what they’re “worth.” In fact, in this market, “worth” is subjective. Price is simply the number a buyer is willing to pay—and that number can shift dramatically based on how the home is presented, who sees it, and what they feel when they walk through the door (or view it online).
Sometimes homes sell for less than they could.
Sometimes—when marketed correctly—they sell for more .
In the chapters ahead, you’ll see the exact strategies used to sell high-end homes in LA—homes that others couldn’t sell—often for top dollar, without a price cut.
But first, let’s be clear on one crucial point:
The value of your home is not fixed. It’s flexible—and influenced by far more than comps and square footage. Consider Cheryl and Richard, who owned nearly identical modern townhomes just off Melrose Place. Built by the same developer, same layout, same finishes. They both listed their
7
Powered by FlippingBook