The “Price It and They Will Come” Strategy: Why It’s Failing Sellers (And What I Saw in Roseville Today)
If you follow I Love Fair Oaks, you know how much I value the unique charm, the canopy of trees, and the quiet neighborhood vibes of our town and our village. But as a Realtor, my expertise often takes me into the surrounding areas, such as Roseville, which has become a primary destination for buyers relocating from the Bay Area.
Today, I was out in Roseville evaluating properties for a client, and I came across a perfect example of a trend that every buyer and seller needs to understand: The “Price It and They Will Come” Strategy.
The Trap of the “Bay Area Discount”
Some sellers believe that because Roseville is “affordable” compared to San Jose or San Francisco, they can set a “reach” price and the market will eventually catch up. They assume a buyer from the Bay Area won’t know the local nuances.
But here’s the reality: I spent the morning doing a “deep dive” for a contact on a home that looked great on paper. But when you look at the Listing History, the story changes.
What the “History” Tab is Telling Us
This particular home didn’t just have a high price tag; it had a “record.” Before we even parked the car, I noticed three major red flags that every buyer’s agent is looking at:
1. The Brokerage Swap
This home is currently on its second brokerage. It was listed with one company, failed to sell, and has now been re-listed with a brand-new firm.
- The Insight: When a home switches brokerages, it usually means the seller and the first agent couldn’t agree on why the house wasn’t moving. It’s a sign of frustration. To an experienced agent, this means the seller is starting to feel the pressure, which often leads to more aggressive negotiations.
2. The 2019 Benchmark
The home was purchased in 2019 for $579,000. Today, it’s listed at $750,000, a 29% jump in five years. While appreciation is common in Placer County, the fact that it hasn’t sold tells us the market believes the seller is trying to “cash out” for more than current comparable sales support.
3. The “70-Day” Whisper
The home has been sitting for over 70 days. In our current market, that isn’t just “waiting for the right person”, it’s a public rejection of the price.
The Three Prices of Every Home
I tell my clients constantly that there are three different prices for every property:
- The List Price: (The Seller’s Dream)
- The Market Value: (What buyers are actually willing to pay)
- The Appraised Value: (What the bank says it’s worth)
If those three don’t align, the deal won’t cross the finish line.
A Warning for Sellers: The “Market Stigma”
One of the most overlooked risks for a seller is the Market Stigma that comes with a “stale” listing. When a home sits too long or jumps from brokerage to brokerage, it triggers two dangerous thoughts in a buyer’s mind:
- “What’s wrong with it?” Even if the home is flawless, buyers assume there’s a hidden defect that scared everyone else away.
- “They must be desperate.” This is an open invitation for “low-ball” offers.
The Lesson: Choosing an agent who provides an honest, data-backed price on Day 1 is about protecting your home’s reputation. It saves you the immense stress of a “reset” and ensures you don’t become the “decoy” house that helps your neighbor’s correctly-priced home sell faster.
Why This Matters for My Fair Oaks Neighbors
I love our community, but I know many of you are looking at Roseville for family or helping friends move here from the Bay Area.
My message to you is this: Don’t let a “lower than the Bay” price tag fool you into thinking a home is a deal. Value is always local. If a house is on its second brokerage and sitting for 70 days, there is a reason.
Walking in Informed
Whether we’re exploring the bluffs of Fair Oaks or the new builds in Roseville, I do the homework so you don’t have to. We don’t walk into a house hoping it’s a good deal; we walk in knowing if it is.
Want a “Data Audit” on a listing you found?
Whether it’s in 95628 or 95747, I’m here to help you look past the price tag. Reach out any time, and let’s find the true value together.
Chrysti Tovani | REALTOR® #01118449 eXp Realty California
Disclaimer: This post is for informational and educational purposes only and does not constitute a formal appraisal or a guarantee of market performance. All real estate transactions are unique; please consult with a licensed professional regarding your specific property or search.
