How to Price Expired Listings: A Data-Driven Strategy That Works

Expired listings are gold for agents who know how to approach them. These sellers are motivated—they wanted to sell but something went wrong. Usually, it was price. Your job is to diagnose the problem with data and present a solution that rebuilds their confidence.

Why Listings Expire

Before you can fix the problem, you need to understand it. Most listings expire for one of these reasons:

• Overpricing: The number one cause—priced above market from day one
• Poor marketing: Bad photos, weak descriptions, limited exposure
• Condition issues: Deferred maintenance or dated finishes buyers reject
• Market shift: Listed during a slowdown without price adjustments
• Wrong agent fit: Previous agent lacked experience or dedication

The Data-Driven Approach

Do not lead with criticism of the previous agent. Lead with data. Pull a fresh CMA that shows exactly where their home sits relative to recently sold properties. The numbers tell the story without you having to.

With CMAForge, you can pull this fresh data in seconds—even on the way to your appointment. No spreadsheets, no manual research, just enter the address and let the AI do the heavy lifting.

Step 1: Analyze the Original Listing

Before your appointment, research the expired listing thoroughly. Note the original list price, any price reductions, days on market, and how it compared to sold properties during that time. This research shows you did your homework.

CMAForge's price history analysis shows you exactly what happened—every price drop, every relist, and how long the property actually sat on market. You walk into the appointment knowing the full story before the seller says a word.

Step 2: Build a Current CMA

Generate a fresh CMA using current data. The market may have shifted since they listed. Show them exactly what comparable homes sold for recently—not six months ago when they listed, but now.

With CMAForge, generating a fresh CMA takes seconds. Enter the address, and you will have current sold, pending, and active comps with AI-powered pricing recommendations. The market data is pulled in real-time, so your analysis reflects what is happening today—not when they originally listed.

Step 3: Identify the Price Gap

Compare their expired price to your recommended price based on current comps. If there is a gap, explain it clearly. "Your home was listed at $450,000, but similar homes sold for $410,000-$425,000. That $25,000-$40,000 gap is why buyers passed."

CMAForge's Appraisal Risk Calculator quantifies this gap for you. If their expired price shows "Critical" risk, you have objective data to support your recommendation. The seller sees the same thing an appraiser will see—there is no arguing with the math.

Step 4: Present Three Scenarios

Give the seller options, not ultimatums:

• Aggressive pricing: Below recent comps to generate multiple offers quickly
• Market pricing: Aligned with comps for steady showings and fair offers
• Premium pricing: Slightly above comps if condition or features justify it

Let the seller choose their strategy. When they participate in the decision, they own it—and they are less likely to blame you if results take time.

CMAForge generates these three scenarios automatically, complete with expected outcomes for each. You do not have to calculate them—just walk through them with your seller. The report shows exactly what each price point means for their sale timeline and final proceeds.

Using CMAForge for Expired Listing Appointments

Here is what a CMAForge report gives you for an expired listing conversation:

Fresh Market Data

Show the seller exactly what is selling right now. CMAForge pulls recent sold, pending, and active comps so you are working with today's market, not last quarter's.

Price Scenario Comparison

Let the seller see all three options side by side. They pick the strategy; you execute it.

Appraisal Risk Analysis

This is your secret weapon for overpriced expired listings. When the seller sees "Critical" appraisal risk at their old price, they understand why buyers walked away—and why lenders would have killed the deal anyway.

Valuation Transparency

Show the seller exactly how you arrived at your recommendation—per-comp adjustments, weighting factors, and methodology. No black boxes. When sellers see the math, they trust the number. CMAForge breaks down every adjustment so there are no surprises and no "you just want a quick sale" objections.

The Conversation Script

"I reviewed your previous listing and pulled fresh market data. The good news: your home has strong features that buyers want. The challenge: the market has spoken through these recent sales. Here is what I recommend to get you sold this time..."

Then walk them through the CMAForge report. Show the comps. Show the scenarios. Let the data do the convincing.

Win More Expired Listings with CMAForge