How to Respond to Buyer Who Says Asking Price Is Too High

If you’ve ever wondered how to respond to a buyer who says asking price is too high, you’re not alone. Every realtor has faced this objection at some point. The key isn’t just having the perfect comeback, but being prepared with strategies, market data, and confidence so you don’t lose the deal. In this post, we’ll break down exactly what to say, how to say it, and how to position yourself as the professional buyers trust.

How to Respond to Buyer Who Says Asking Price Is Too High

When a buyer tells you the price is too high, it usually means one of three things:

1. They don’t understand the market.

2. They don’t see the value.

3. They’re simply testing your confidence.

Your response should do three things: educate, reframe, and validate. Buyers want reassurance that they’re not overpaying. By showing them real numbers and demonstrating your expertise, you can keep them engaged while protecting your seller’s interests.

Step 1: Lead with Empathy

The worst thing you can do is dismiss a buyer’s concern. Instead, start with empathy:

• “I completely understand why you’d ask that. It’s smart to make sure you’re getting the best value.”

• “That’s a fair question. Let’s look at what’s driving this price.”

This shows you’re not defensive but willing to walk them through the details.

Step 2: Use Market Data to Educate

Buyers often rely on outdated Zillow estimates or hearsay. You can shift the conversation by pulling comparables and market trends.

Example:
“Let’s take a look at the last three homes that sold within a mile of this property. You’ll notice they closed at similar or higher prices, which shows this asking price is right in line with the market.”

Pro Tip: Keep tools like Best Free Tools for Realtors bookmarked so you can quickly generate professional-looking reports that impress buyers.

Step 3: Reframe the Conversation

Instead of focusing only on the asking price, highlight long-term value.

• Monthly payments: “When you factor in current interest rates, the difference between this price and one $10,000 lower is less than the cost of dinner out each week.”

• Lifestyle benefits: “This neighborhood has top-rated schools, walking trails, and strong resale value. That’s something you can’t always measure in dollars.”

By reframing, you move the buyer from sticker shock to seeing the bigger picture.

Step 4: Validate Without Backing Down

Sometimes buyers just want reassurance that you’re not overselling.

• “I’ve done a full market analysis, and this price positions the home competitively while still protecting your investment.”

• “I wouldn’t recommend a number to my seller that wasn’t justified by the market.”

Validation builds trust without undermining your seller’s price.

Step 5: Use Strategic Questions

Rather than giving long explanations, flip the script and ask questions:

• “What price do you feel the home should be at, and what are you comparing it to?”

• “If you were selling your own home in this market, how would you feel if someone undervalued it?”

Smart questions make buyers think critically instead of challenging you.

Common Buyer Scenarios and Scripts

Scenario 1: Zillow Estimate Conflict

Buyer: “Zillow says this home is worth $20,000 less.”
Realtor: “I totally understand. Zillow uses algorithms that can’t see inside the home or account for recent upgrades. Let me show you three local sales that prove this asking price is accurate.”

Scenario 2: They’re Fishing for a Discount

Buyer: “The price is just too high.”
Realtor: “I get it. If you’d like, I can show you properties in this area that are listed lower, but they don’t offer the same square footage, condition, or features. Do you want to see those, or would you prefer a home that checks all your boxes?”

Scenario 3: Low-Ball Negotiation

Buyer: “We’ll only buy if the seller drops by $50,000.”
Realtor: “I hear you. Let’s put your offer in writing, but keep in mind that the home is already priced in line with the market. If we go too low, we risk losing out to other buyers who see the value.”