In a time where buyers are cautious, interest rates remain a top consideration, and stock levels vary widely across the country, correct pricing has become one of the most important factors influencing whether a home sells quickly, at all, or for less than it could have.
According to Adrian Goslett, CEO and Regional Director of REMAX Southern Africa, accurately priced homes are far more likely to attract serious buyers early on, generate strong enquiry, and sell within a realistic timeframe.
“In today’s market, pricing isn’t just about what the seller wants or what the neighbour achieved a year ago. Correct pricing is about aligning with current buyer behaviour, affordability realities, and comparable sales evidence. When the price is right, the property competes well on the market.”
Goslett notes that many sellers still enter the market with high expectations, influenced by outdated peak-period pricing or online estimates that don’t account for property condition or the realities of buyer demand. While it can be tempting to “test the market” with a higher price, this approach often backfires.
“When a home is priced correctly from the start, it creates urgency and better competition,” Goslett explains. “However, when it’s priced too high, buyers simply scroll past the listing, and even when the seller reduces the price later, buyers may wonder what’s wrong with the property.”
REMAX Southern Africa encourages sellers to work with experienced property professionals who have access to current sales data, understand local demand trends, and can position a property competitively against similar homes in the area.
Correct pricing is not about discounting a property, but about ensuring that it aligns with what the market is willing to pay for. Unless you are within the Western Cape where demand is far outpacing supply, many buyers have become value conscious owing to affordability concerns. Sellers in slower markets who price accurately from the outset are more likely to secure a successful outcome.
“To understand what market you find yourself in, speak to your nearest REMAX Agent to find out what the market conditions are in your suburb,” Goslett concludes.
