# eXp Executive Masterclass: Price Reductions with Russ Laggan

Page: https://stenobird.com/podcast/exp-executive-masterclass-6990740/exp-executive-masterclass-price-reductions-with-russ-laggan
Text version: https://stenobird.com/podcast/exp-executive-masterclass-6990740/exp-executive-masterclass-price-reductions-with-russ-laggan.md
Podcast: [eXp Executive Masterclass](https://stenobird.com/podcast/exp-executive-masterclass-6990740)
Published: 2026-02-17T20:00:00+00:00
Episode link: https://share.transistor.fm/s/b9c4696f
Audio file: https://media.transistor.fm/b9c4696f/ba10ee9b.mp3
Processing state: not_requested
JSON: https://stenobird.com/v1/public/podcasts/exp-executive-masterclass-6990740/episodes/exp-executive-masterclass-price-reductions-with-russ-laggan
Duration seconds: 2249

## Resource

Are your listings sitting on the market because sellers are stuck on "last year's prices"? In this Executive Masterclass, Russ Laggan VP of Training at eXp Realty breaks down the exact psychology and scripts needed to price homes correctly in a stabilizing market. Russ moves away from the complicated 50-page CMA and introduces the "One-Page Strategy"—a simple grid of Sold, Pending, and Active listings that proves value instantly. He also reveals his famous "Stick Figure/Sneaker Analogy" to handle unrealistic sellers who think their home is worth $50k more than the comps. If you are tired of losing listings or having awkward price reduction conversations weeks later, this masterclass gives you the tools to get it right at the kitchen table. 🔥 KEY TAKEAWAYS: ✅The "2.3 Month Supply" Script: How to use absorption rates to set expectations for "Days on Market." ✅Should vs. Would: The powerful script that separates a seller's fantasy price from the market reality. ✅The "Sneaker" Analogy: A visual way to show sellers why buyers will always choose the cheaper option (even if theirs is "nicer"). ✅One-Page Pricing: Why showing *too much* data confuses sellers (and how to simplify it). ✅Price Reductions: The "Good Morning America" script that explains why marketing cannot fix a bad price. QUICK LINKS & RESOURCES: 🎓 Visit eXp University: https://www.expuniversity.com/ 👉 Follow Russ Laggan: https://www.instagram.com/russ_laggan/?hl=en CHAPTERS (Key Moments): 0:00 – Introduction: Market Lessons from the 2005 Crash 3:20 – The "Dip": Why you can't price like it's last year 4:30 – The Core Philosophy: Keep It Simple (3 Things Sellers Want) 6:55 – The "2.3 Month Supply" Script 11:00 – Price Fixes Everything (Location, Condition, Smell) 13:45 – The One-Page Strategy: Sold, Pending, A…

## Actions

- request_transcript: `POST https://stenobird.com/v1/public/podcasts/exp-executive-masterclass-6990740/episodes/exp-executive-masterclass-price-reductions-with-russ-laggan/transcription-requests` — Idempotently request low-priority transcript generation for this episode.
- read_markdown: `GET https://stenobird.com/podcast/exp-executive-masterclass-6990740/exp-executive-masterclass-price-reductions-with-russ-laggan.md` — Read the agent-friendly Markdown representation of this episode resource.

A page view does not enqueue transcription. Agents should invoke `request_transcript` explicitly when they need this episode processed.

## Transcript

Full transcripts are not published on public pages unless there is a clear rights basis.