The Short Story 

The Competitive Pricing Concept, described in the book, “How the Real Estate Market Really Works – Price/Value aka Pricing Real Estate Competitively in Any Market,” promotes a realistic approach to price and value, as opposed to the common appraisal approach. It requires the use of Premier XpertCMA Software, quality tested and approved by the CRS Council, and recommended by many well known and respected individuals in the real estate industry. Support is provided by a highly experienced professional staff, including the Author and Program Designer, a Broker-CE Instructor, a Senior Appraiser-Broker, and others. A Professional Designation, Competitive Pricing Specialist (CPS), is available to qualified applicants. (XpertCMA.com) 

Comparing Approaches to Price and Value
The Appraisal-Approach which is traditionally used by most agents, concentrates on analyzing Historical Data, presented “through the eyes of the agent,” who is competing for the listing. This method commonly includes recent Sales/Pending/Active/Expired “comps” in the same neighborhood, statistics such as Average Days-On-Market, Sales Trends, Various Charts, a push-button, boiler-plate CMA, etc. The listing package is designed to establish a basis for negotiating the listing price within a range. The seller will typically choose to list at the high end of the range. Wouldn’t you? And that is why the majority of properties on the market are over-priced, which wastes valuable marketing time and money. 

The Competitive-Market-Value Approach as described in the book concentrates on analyzing today’s competition. It is presented “through the eyes of a typical buyer,” searching for their best value in today’s market. XpertCMA is a highly sophisticated, yet easy to use tool which is controlled and guided by the agent’s expertise. It is used to determine the competitive market value of the subject property vs. today’s competition. The focus is on the properties. All properties speak for themselves as commodities on today’s market in the buyer’s shopping area. The Seller’s Guide to Pricing Real Estate Competitively then provides the clinching education that compels the seller to choose to price competitively. Only those properties sell. 

Sellers Can Be Stubborn
Agents can fool sellers, and sellers can be stubborn and harbor visions of glory. But properties, as commodities on today’s market, fool no buyers. And No Buyer, No Sale. Even a first-time buyer will get a strong feeling of comparative value after inspecting a few properties. In the buyer’s eyes it will be either priced competitively, i.e. a best value, or over-priced. Buyers decide by themselves, for themselves, by comparison. 

What to Believe?
To believe that any parcel of real estate has an intrinsic, semi-fixed, or determinable market price/value, by using any historical reference, is like believing the same thing about the price of gasoline. It’s simply non-sense. You can’t buy yesterday’s gasoline. Consider these truths. Today's Competition Determines Today's Value. Value is in the Eyes of the (beholder) Buyer. Buyers Shop for their Best Deal. No Buyer, No Sale. Only the Best Deals Sell. The Market Moves Continuously Like a River. The XpertCMA Precision Pricing System is your permanent answer to pricing real estate to sell in the beginning. Pricing it right in the beginning is in everyone’s best interest. Even after celebrating their 10-year anniversary, it’s still the best kept secret in real estate.