As soon as the BAM webinar kicked off, the chat lit up with a question:
“How do I handle price adjustments?”
Never mind that this was a Bulletproof Pricing Strategy Masterclass loaded with elite-level tactics from Sharran Srivatsaa and Andrew Undem. Everyone was already skipping ahead.
Can you blame them? With price reductions and cancellations rising across the country, agents are back in the trenches, having tough conversations with sellers. And if you’re not confident, not clear, or not prepared, that conversation can lose you the listing.
So instead of recapping the whole class (which you should definitely watch and take notes here), today we’re cutting straight to the end.
This is the realest take on price adjustments you’ll hear all year.
Your Job Isn’t to Sell the House
Throughout the webinar, Andrew continually came back to a mindset shift most agents haven’t fully embraced:
“I don’t think (agents) are clear on what their job is. It’s not to sell the house. Your job is to maximize the equity.”
That one shift reframes everything. Because maximizing equity isn’t just about getting the highest number on the MLS. It’s about managing the entire process, including terms, timelines, pricing strategy, communication, and negotiation, so your seller walks away with the largest net possible at the closing table.
Sometimes that means adjusting the price early to avoid 60+ days on market. Sometimes that means controlling the terms of the offer to benefit your client more than a higher-priced deal would.
This is what elite agents do: They stop trying to impress with list prices and start delivering on net results.
Set the Expectation on Day One
Most agents dread the price reduction conversation. And they make the mistake of waiting until after the seller is panicking, the inbox is empty, and the price feels like a problem to start the discussion.
By then, you’ve lost your leverage. That’s why Andrew pre-frames everything up front, starting at the listing appointment:
“If we don’t get 10 showings in the first week, I’m going to be a little concerned.”
It’s a simple, measurable benchmark. It’s not emotional. It’s not personal. And most importantly, it’s something you discussed from the beginning.
When you tell your sellers:
- How often you’ll be in touch (weekly updates)
- What you’ll be reviewing (showings, interest, offers, feedback)
- And what thresholds you’ll use to evaluate next steps
…you create trust and authority before anything goes sideways.
Sharran added another key detail here: don’t let sellers dictate how they want to be communicated with. That leads to chaos.
Instead, set a clear communication plan from day one, with a promise you deliver on:
“I’ll call you every Monday after the weekend to review the results and next steps. That way, you always know where things stand and what I’m doing to maximize your results.”
The 10-10-0 Rule
This was one of the most powerful takeaways from the whole webinar. Even Andrew wrote it down and said he’d be using it the next day.
Sharran shared a pricing framework from Shane Todd called the 10-10-0 Rule:
“In the first 10 days, if we get 0 showings… or in the first 10 showings, if we get 0 offers… we revisit the invitation price.”
(And yes, instead of calling it a listing price, call it an invitation price, because that’s what it is. You’re not just naming a number. You’re inviting buyers into a conversation. And if the invitation doesn’t get accepted, it needs to be rewritten.)
So, why does the 10-10-0 rule work so well?
Because it’s neutral. It’s not blaming the seller. It’s not blaming the market. It’s just a pre-agreed benchmark that signals when it’s time to pivot.
You’re not coming back to the table hoping they’ll be open to an adjustment. You’re coming back with data they already signed off on.
And again, the language matters. Notice they don’t say “price drop.” They say:
“We need to revisit the invitation price.”
That shift turns a difficult conversation into a collaborative one.
And the best part is this doesn’t take any extra work. All you need to do is add this line to your listing presentation:
“We’ll be using the 10-10-0 rule: If we get no showings in the first 10 days or no offers in the first 10 showings, we’ll revisit the invitation price together.”
Even if you don’t end up needing it, your future self (and your seller) will thank you for planting the seed.
Let Them Choose
Let’s say the 10-10-0 rule is triggered. Now what?
Andrew states that this is where you give your clients the choice, after showing the data:
“Based on the 10-10-0 framework, here’s where we’re at. How do you want to handle it?”
The power of this approach is twofold:
- You’re not surprising the seller.
- You’re inviting them into the decision, not pushing them toward it.
There’s one more critical part that Andrew pointed out with this strategy. It’s something that happens in the MLS every day: tiny $5K or $10K reductions that do absolutely nothing.
If a seller is looking to make an adjustment to the price, it needs to be legitimate. That means:
- Targeting a new price tier where buyers are searching
- Creating urgency and new activity
- Making it worth the emotional shift for the seller
A weak reduction just prolongs the pain. A real one resets the clock. So if an adjustment is needed, use this script:
“If we’re going to adjust the invitation price, we want to do it in a way that actually changes your result. That means hitting a new buyer tier. In this case, we’d recommend $X, which gives us a fresh audience and fresh urgency.”
This Was Just a Glimpse…
This post focused on price adjustments, but this was just a 10-minute segment from the masterclass. The full webinar is packed with everything you need to talk about pricing in a high-conviction, high-conversion listing appointment, including:
- How to frame your commission structure without flinching
- Exactly when (and how) to bring up price
- Sharran’s full Pricing Matrix
- The phrases and visuals that close the deal
Watch the Full Masterclass Here
And for those wanting more:
- Try BAMx free for 7 days: get Andrew’s full Listing Presentation course, Sharran’s Productivity Playbook and more
- Join the waitlist for Andrew’s consulting program to build your sales mastery skills
