Some questions are more than they seem.
When someone asks, “How’s the market?” it might sound casual. But for top agents like Byron Lazine, Tom Toole, and Lisa Chinatti, that question is a signal. It means the person asking is at least considering a move. And what you say next will either land you the appointment or shut the door on a real opportunity.
In this week’s BAMx role play, the trio broke down how to handle this question across different scenarios, from casual conversations to motivated seller leads.
Here’s how to turn a vague market inquiry into a full listing presentation.
Don’t Just Answer the Question. Qualify the Intent.
When someone asks how the market is doing, most agents jump into a data dump. That’s a mistake. Start by clarifying who you’re talking to and what they want to know.
Tom Toole shared his go-to opener:
“When someone says, ‘How’s the market?’ the first thing I say is, ‘It depends. Are you looking to buy, sell, rent, or invest?’”
Once you know they’re a potential seller, shift into specifics using local stats.
For example, Tom shared his team’s real-time metrics:
- Days on market: 22
- Inventory: just over two months
- Sale-to-list ratio: 99.6%
This approach positions you as the local expert while grounding the conversation in facts that matter to their situation.
Use the “Three Categories” Framework to Build Curiosity
Byron Lazine emphasized the importance of reframing the conversation to make it personal. The goal isn’t to explain the market. It’s to help the seller understand how the market will respond to their specific home.
Here’s the language Byron uses:
“There are three categories that homeowners are fitting into. And then the market responds differently to each one of these categories. Can I just walk you through that and show you some examples?”
Once the seller agrees, he transitions into setting a face-to-face appointment:
“Great. I’d love to walk you through this in person because there are a lot of visuals and comps I want to show you. Is 3:30 today better or 5:30 tomorrow?”
This isn’t just a script. It’s a positioning move. You’re making the seller curious about where they fit, which gets them invested in the next step.
The Three Pricing Strategies Sellers Need to See
Once you’re at the appointment, this is how Byron breaks down the market:
- Aspirational Pricing: These homes are priced well above comps. They often linger on the market and typically require a price reduction.
- Comp-Based Pricing: This strategy uses recent sales to guide list price. Homes in this category sell faster and closer to asking.
- Event-Based Pricing: Listings are priced just below comps to generate immediate interest and multiple offers. This strategy works best in the heat of the spring market or when buyer demand is high.
Byron explained with some examples:
“Here are two, three, five homes that listed aspirationally… These three listings were all 70-plus days on market… Here’s three sellers who decided to open up to the entire market by pricing at an event-like price, and they stayed on the market 5-6 days.”
Layer in Hyper-Local Data
Lisa Chinatti added a critical point about the importance of zip code-level insights.
“There are zip codes in Boston where homes sell in seven days for $200,000 over asking. And others where they sit for 180 days and sell for $200,000 under. The zip code matters.”
She also recommends showing absorption rates when appropriate, especially when working with sellers at higher price points.
But as Byron pointed out, not all sellers will want to hear about it.
“Now, when we talk absorption rate… only about 15% of our clients are going to care about that word.”
To paraphrase, you’ve got to know your customer, whether they care about this detail, and what it could mean for them.
Always Circle Back to Their Goals
Once you’ve walked the seller through data and strategy, bring it back to what they want.
Tom reminded agents to finish with a question:
“So how would this impact your plans?”
That single line moves the conversation from education to action.
Final Takeaway for Agents
“How’s the market?” is never just a question.
It’s an opening.
Use it to qualify the lead, deliver hyper-local data, create curiosity, and book the appointment. Don’t lecture. Don’t generalize. And don’t miss the opportunity to show how you think like a professional.
Want to join Byron, Tom, and Lisa and BAMx members for role-play every week? Start your free trial of BAMx to catch the replay and attend the next session live.
