One of the hardest conversations I have with vendors is about asking price. The instinct is often to “hold firm for just a bit longer,” even if feedback and offers suggest the market is elsewhere. In my experience with apartments and investment property, making the right move on price can mean the difference between selling well and sitting on the market for months.

I always begin with facts—comparable sales, buyer feedback, and actual results from current campaigns. If genuine buyers are inspecting but not offering, or if offers stop rising past a certain figure, the market is speaking. In these cases, an early, strategic price adjustment attracts new buyers and signals genuine value, rather than desperation from a late-stage drop.

The best time to consider a price change is within the first 10–20 days, after the initial round of serious buyer enquiry. If you wait too long, the property risks becoming stale. Too many owners hesitate, convinced another big offer may appear if they just ‘wait out’ the market. But most results (especially with investment stock) come early, when buyers are still fresh and not market-weary.

Price should only be reduced if evidence—buyer interest, inspection numbers, or deals for similar properties—shows you’re not positioned where qualified buyers are willing to act. I always talk with the vendor about motivations: are they seeking a quick sale, or happy to wait for a stretch offer? Flexibility with pricing can mean accommodating a qualified, clean offer instead of holding out for a “unicorn” price.

Avoid making small, repeated reductions. One clear, confident shift—backed by evidence and communicated to active buyers—reboots momentum and gives the campaign a fresh focus. I’ve seen this reopen interest from buyers who originally moved on, especially when combined with updated outreach via the database and Collings portal.

If you’re not sure whether now’s the right time to adjust your price, I’ll review your campaign and give you honest feedback. My approach is always evidence first: numbers, real buyers, actual offers. If a price change will materially improve your chance of selling, I’ll show you the why and the how—never just say “drop your price” without a plan.