There Are 5 Prices To Every Listing with Deb Odom Stern

Michael Cuevas
March 28, 2026

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🔥 Episode Summary

In this episode of Your Marketing Dude Podcast, we dive into one of the most challenging conversations in real estate: pricing a home in a shifting market.

Deb Odom Stern shares her powerful and practical framework—the “5 Prices to Every Listing”—designed to eliminate confusion, manage expectations, and create a smoother client experience from listing to closing.

With nearly two decades of experience, Deb breaks down how agents can avoid uncomfortable surprises, improve communication with sellers, and ultimately win more trust, referrals, and better outcomes.

If you’ve ever struggled with pricing conversations or difficult sellers, this episode gives you a clear, repeatable system to handle it like a pro.

💡 Key Takeaways

1. Every Pricing Problem Is an Expectation Problem

Most unhappy sellers aren’t upset about price—they’re upset about surprises.
Setting expectations early eliminates conflict later.

2. There Are 5 Prices to Every Listing

Deb’s framework includes:

The price the seller wants
The list price
The showing price (gets buyers in the door)
The offer price (triggers offers)
The final sales price

Understanding these stages helps sellers see pricing as a process—not a single decision

3. Ask: “What Do You Think Your Home Is Worth?”

This simple question reveals expectations upfront.
It helps you identify unrealistic sellers before problems arise.
Tone matters—ask with genuine curiosity, not judgment.

4. The Market Determines the Truth

It’s not the agent, Zillow, or the seller—it’s the market.
Use data and comps to guide conversations, not opinions.
Position yourself as the interpreter of the market, not the decision-maker.

5. Showings = Feedback

No showings → way overpriced
Showings but no offers → slightly overpriced
Use this data to guide pricing adjustments early and objectively.

6. Avoid “Baby Price Reductions”

Small drops (e.g., $5K) don’t move the needle.
Buyers will just wait for the next reduction.
Strategic, meaningful price changes create urgency and action.

7. Price Right Early—or Pay Later

Overpricing leads to longer days on market and lower final sales price.
A well-priced home often sells faster—and sometimes for more.

8. Pre-Negotiate Future Problems

Great agents address objections before they happen.
Pricing conversations should include:
- Potential price reductions
- Inspection negotiations
- Market feedback scenarios

9. Client Experience Drives Referrals

People don’t refer you because of the result—they refer you because of the experience.
Clear communication builds trust, even in tough situations.

10. Do the Right Thing (Even When It’s Hard)

Walking away from a deal can build more long-term business than forcing it.
Integrity compounds into referrals and reputation.

⏱️ Key Timestamps

0:00 – Importance of visibility and personal branding
0:53 – Market shift and pricing challenges
2:16 – Why pricing conversations are critical
3:34 – Deb’s realization: expectations drive satisfaction
4:32 – Introduction to the 5 pricing framework
6:05 – Real-life example of overpricing consequences
6:36 – Breakdown of the 5 prices
8:30 – How to ask sellers about their price expectations
9:51 – Setting the list price with data and strategy
11:51 – Using Zoom and visuals for better client communication
15:41 – Understanding the “showing price”
17:37 – What showings reveal about pricing
20:10 – Buyer psychology and offer behavior
21:21 – Why small price reductions don’t work
22:16 – The danger of waiting too long to adjust price
23:21 – Final sales price and inspection expectations
24:46 – Pre-negotiating problems for smoother transactions
27:00 – Why client experience is everything

👤 About Deb Odom Stern

Deb Odom Stern is a seasoned real estate professional with nearly two decades of experience, having started her career during the pre-recession downturn in Michigan. Over the years, she has become a top producer known for her practical, client-focused approach and ability to navigate complex market conditions.

With a background in education and the performing arts, Deb brings a unique, engaging style to her coaching and training. Through her platform, Real Estate Unscripted, she helps agents avoid common mistakes, implement proven systems, and build successful, sustainable businesses.