List low, sell high

The power of competitive bidding

Learn the New Luxury Playbook at Luxury Connect | October 18-19 at the Beverly Hills Hotel

In a hot seller's market, setting a list price that's lower than market value can be an effective strategy as long as you combine it with an aggressive marketing campaign. The theory behind this approach: If you expose an underpriced listing to a broad-enough segment of the market before accepting offers, the market will establish the price through a process of competitive bidding. In order for this strategy to be successful, your property must be in a desirable location. It also must have qualities that are in high demand, such as excellent condition, a coveted public school district or good upside potential. Lastly, this strategy is most effective in markets that lack enough homes for sale to meet the demand. For instance, a listing came on the market in North Berkeley, Calif., at the end of June. It was a charming, sunlit home with enchanting gardens, a remodeled kitchen and master bathroom. And, it was located on a desirable street within walking distance of Solano...