An off-market price burns bullets

A professional with many years of selling land reviewed figures of ours that we thought were good. His diagnosis was short: too optimistic. He lowered the sale price of the homes to what is really paid in the area, recalculated, and the land price that came out was a different one.

And he left us a rule:

"The buyer has to feel he would have paid a little more."

Every time land goes out at a price nobody can defend, a bullet is spent: the buyer who looks at it and passes almost never comes back, even if the price later falls.

That is why, before going to market, we adjust the price with the owner and with figures. One uncomfortable conversation, instead of a public price cut later.

A real case, told without names or exact locations to protect owners, buyers and partners. Guide: what a land broker does and how to choose one.