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The Strategic Role of Listing Price in Marketing Real Estate: Theory and Evidence

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  • Abdullah Yavas
  • Shiawee Yang

Abstract

The seller of a real estate property and his broker have two primary goals: to sell the properly for as high a price as possible and as quickly as possible. While these are separate objectives, they are closely related through the listing price of the seller. The listing price affects how long it takes to find a buyer (i.e., Time On the Market = TOM), and TOM influences the price that results from the bargaining between the seller and the buyer. This leaves the seller and his agent with an important question: What is the optimal price to be asked for the property? The objective of this research is to provide a theoretical and empirical analysis of the impact of listing price on TOM and the transaction price.

Suggested Citation

  • Abdullah Yavas & Shiawee Yang, 1995. "The Strategic Role of Listing Price in Marketing Real Estate: Theory and Evidence," Real Estate Economics, American Real Estate and Urban Economics Association, vol. 23(3), pages 347-368, September.
    • Handle: RePEc:bla:reesec:v:23:y:1995:i:3:p:347-368
    DOI: 10.1111/1540-6229.00668
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