Episode
How to Sell 300+ Homes/Year in a Down Market: Pricing Secrets with John Tsai | The LAB
- Podcast
- The LAB with Bryon Ellington
- Published
- Feb 6, 2026
- Duration seconds
- 1589
- Processing state
not_requested- Canonical source
- https://share.transistor.fm/s/891e6822
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Summary
Stop losing listings to unrealistic sellers. In this episode of The Lab, 7-time ICON Agent John Tsai reveals the exact pricing psychology and scripts he used to sell 312 homes ($280M Volume) in a down market. John breaks down his controversial strategy of putting the listing price *inside* the pre-listing package (before the appointment!), why he refuses to let sellers tour the home with him, and the "3 Scenarios" script that gets sellers to agree to a price reduction on Day 1. If you are struggling with overpriced listings or sellers who say "I want to try a higher price," this masterclass will give you the confidence to take control of the conversation. š„ KEY TAKEAWAYS: ā The Pre-Listing "Shock":** Why John puts the suggested price & commission in the package *before* the meeting. ā The Tour Rule:** Why you should NEVER let the seller walk through the house with you. ā The "Poco" Script:** How to use the seller's motivation (Who, What, Where, When, Why) to crush price objections. ā Price Reductions:** The specific "Day 21" script that gets sellers to ask YOU to lower the price. ā The 90/10 Rule:** How to explain "Fantasyland" vs. Reality to analytical sellers. QUICK LINKS & RESOURCES: š Watch John's Full Masterclass on eXp University: https://youtu.be/1DtrObHv1MU š Download the Pre-Listing Checklist: š Follow John Tsai: @tsairealestate CHAPTERS 0:00 ā Who is John Tsai? (312 Sales in a Down Market) 4:02 ā The "5 W's" Qualification Script 6:37 ā How to ask: "Is there a price you won't go below?" 8:19 ā Identifying Seller Personality Types (Driver vs. Analytical) 14:45 ā The Pre-Listing Strategy: Sending the price before the meeting 17:00 ā CMA Strategy: "Fantasyland vs. Reality" 19:53 ā The "3 Scenarios" Script (Setting up the price reduction) 22:11 ā The "Pre-ā¦