Two Decisions That Shape Everything
Of all the decisions you’ll make in the home selling process, two have the greatest impact on your outcome: the agent you choose to represent you and the price you set when you go to market. Get both right and everything else becomes much easier. Get either one wrong and you may find yourself with a home that sits, a price that drops, and a result that disappoints.
We’re Susan & Kurt Johnston, REALTORS® with Iron Valley Real Estate of York County. Kurt leads our listing and seller representation practice, bringing analytical market expertise and a proven marketing strategy to every home we list across York, Lancaster, Cumberland, and Adams Counties.
Choosing the Right Listing Agent
Many sellers assume all REALTORS® do essentially the same thing. In reality, the difference in outcomes between an average agent and a skilled, strategic one can mean thousands of dollars and weeks of time. Here are the most important questions to ask before you sign a listing agreement:
1. What is your specific marketing plan for my home?
A yard sign and an MLS listing is not a marketing plan — it’s a minimum. Ask for a written, specific plan that details exactly what the agent will do to expose your home to the most qualified buyers. If they can’t show you a detailed written plan, that tells you everything you need to know.
2. How do you determine the right list price?
The right answer involves a detailed Comparative Market Analysis based on recent, relevant comparable sales — not an inflated number designed to win your listing. An agent who tells you what you want to hear about price is not doing you a favor. One who shows you the data and gives you an honest range is.
3. How will you communicate with me throughout the process?
Selling your home involves constant moving parts. Ask specifically how often you’ll receive updates, what format those updates take, and how quickly they respond to questions. A great listing agent is proactive — you shouldn’t have to wonder what’s happening with your sale.
4. What is your track record in my area and price range?
Experience in your specific market matters. Ask about recent sales in your neighborhood and price range, average days on market for their listings, and list-to-sale price ratios. Specific numbers are a sign of an agent who knows their business.
5. What do your past clients say about working with you?
Reviews and references reveal what an agent is really like to work with under pressure. Look for patterns in reviews — consistent mentions of communication, follow-through, and negotiation skills are the hallmarks of a genuinely great listing agent.
“Sue & Kurt were very pleasant people to work with, both on the selling and buying of our homes. They were very professional and made our experience less stressful. It was great to have found them!”
— Jack W.
“Such a great team! Kurt made everything very easy with selling our home and we were able to get a lot more than we asked for. He’s very thorough and easy to work with.”
— Katelin S.
Read more reviews from our past clients on our Client Reviews page.
Pricing Your Home: The Most Critical Decision
Price is the single most powerful variable in how quickly your home sells and how much you ultimately net. Price it right and you attract motivated, qualified buyers quickly. Price it too high and you enter what we call “limbo land” — the frustrating zone where your home sits, accumulates days on market, and ultimately sells for less than it would have if it had been priced correctly from the start.
Here’s why this matters so much: buyers and their agents track days on market closely. A home that has been sitting for 60, 90, or 120 days sends an immediate signal — “something must be wrong with that home.” That perception drives away many buyers entirely, and prompts the remaining interested parties to submit lowball offers. The longer a home sits, the more negotiating power shifts to the buyer.
The Price vs. Preparation Matrix
Think of every home on the market as falling somewhere on a grid defined by two axes: price and preparation. The homes that sell quickly and for top dollar sit at the intersection — priced competitively and prepared well. As you move away from that intersection in either direction, outcomes get progressively worse:
| Price | Preparation | Likely Outcome |
|---|---|---|
| Competitive | Excellent | Fast sale, strong offers, best net proceeds — this is the target |
| Competitive | Poor | Interest but lower offers; buyers discount for condition |
| Too High | Excellent | Slow start; price reduction likely needed; stigma builds |
| Too High | Poor | Extended days on market; significant price reductions; low final sale price |
Our strategy is straightforward: we work with you to get your home into the top-left corner of that matrix — well prepared and priced to attract real competition from qualified buyers.
How We Determine the Right List Price
We prepare a detailed Comparative Market Analysis (CMA) for every home we list. This is not a computer-generated estimate — it’s a professional analysis that examines:
- Recent sales of comparable homes in your neighborhood and surrounding area
- Current active listings you will be competing against
- Homes that expired or were withdrawn — understanding why they didn’t sell
- Price-per-square-foot trends in your specific market
- Your home’s unique features, condition, updates, and location factors
- Current inventory levels and buyer demand in your price range
The result is a realistic, data-supported price range — and a recommended list price designed to generate interest, showings, and ideally competitive offers from motivated buyers.
A note from Kurt: “I never tell a seller what they want to hear about price just to win a listing. That approach serves me, not you. My job is to show you what the market is actually telling us and help you price strategically to get the best possible outcome. An overpriced listing is the fastest way to leave money on the table.”
Understanding Seller Compensation & the 2024 Changes
The real estate industry changed significantly in August 2024 as a result of a national settlement affecting how buyer agent compensation is handled. Here’s what you need to know as a seller:
- Buyer agent compensation is no longer advertised on the MLS. Prior to August 2024, sellers typically authorized their listing broker to offer a buyer agent commission through the MLS. That practice is no longer permitted.
- You can still offer to cover buyer agent compensation — it is simply negotiated outside the MLS, often as part of the offer itself or as a seller concession at settlement.
- Seller concessions remain fully available. A seller concession is financial assistance you agree to provide at settlement, which can include covering buyer closing costs or buyer agent fees. This is negotiated as part of any offer you receive.
- All compensation is negotiable. Your listing agreement will clearly state our fee and the services we provide. Nothing is set by law — everything is discussed and agreed to in writing before we begin.
We’ll walk you through all of this clearly as part of your listing consultation. Pennsylvania law also requires us to present you with a Consumer Notice at first substantive contact explaining your representation options — we’ll cover that together before anything is signed.
Frequently Asked Questions
Should I pick the agent who suggests the highest price?
This is one of the most common and costly mistakes sellers make. An agent who suggests an unrealistically high price to win your listing — a practice called “buying the listing” — is not serving your interests. Always ask for the data behind any price recommendation and compare it objectively across agents.
What happens if I price too low?
In an active market with limited inventory, pricing slightly below top market value can actually create competition and drive the final sale price up through multiple offers. Pricing strategy is nuanced and depends heavily on current market conditions — we’ll advise you specifically based on what’s happening right now in your area.
How long is a typical listing agreement?
Listing agreement terms vary, but we discuss length openly with every seller based on your home’s price range, condition, and market conditions. We’d rather earn your confidence through results than lock you into something that doesn’t serve you.
Can I change the price after listing?
Yes — price adjustments are always possible. That said, the first two weeks on the market are when buyer interest and attention are highest. Starting at the right price is far more effective than starting high and reducing. We’ll help you get it right from day one.