How to Price Your Property Right (and Why It Matters More Than You Think)
By Leigh Martinuzzi | Martinuzzi Property Group – eXp Australia
When it comes to selling your home, one of the most important decisions you’ll make—right from the start—is pricing. And yet, ironically, it’s also one of the hardest things to get right.
I’ve been in real estate since 2012. Over that time, I’ve worked with hundreds of homeowners across the Sunshine Coast—each with their own hopes, goals, and unique homes. And if there’s one thing I’ve learnt, it’s this: price matters, but process matters more.
Let me explain why.
The Price Trap: Too High or Too Low
As a seller, it’s completely natural to want certainty. You want to know what your home is worth. You want a number. A goal. Some clarity. I get it—because I’ve been there myself.
I’ve sold my own properties before, and even now I find myself wondering what my home in Palmwoods would sell for. It’s a beautiful spot and a great home, but ask five different people—neighbours, friends, family—and you’ll get five different numbers. Some far below my expectations, others well above what I think is reasonable.
That right there is the challenge with trying to set a fixed price before launching your campaign: until you’re in the market, with real buyers walking through your door and giving feedback, you simply don’t know.
And when you guess wrong, two things can happen:
1. You undersell, attracting a quick offer but leaving tens (or even hundreds) of thousands on the table.
2. You overshoot, and buyers lose interest in those first critical weeks—when your property gets the most traction.
Either way, you lose momentum.
The Price-Promise Problem
One thing I’ve seen far too often in this industry is agents quoting inflated prices just to win the listing. We call it “buying the listing”—and while it might sound flattering at first, it can come back to bite.
This is why I never give an exact figure on what one of my clients can achieve. I’m ambitious by nature and believe the sky’s the limit, but to pinpoint the final result? That should ring alarm bells. It simply can’t be done. I’ve proven this time and time again—sometimes with end results well above both mine and my clients’ expectations, and sometimes below, due to factors no one could have predicted.
In fact, I’ve had sellers tell me they were quoted up to $500,000 more than what I believed their home was worth—only to later feel disappointed and misled when the agent started pushing for price drops within the first week.
Anyone can give you a price. What matters is whether the agent can back that number up with logic, a clear process, buyer feedback, and a track record of results. That’s where experience and integrity count. A price range based on comparable properties that have sold in recent months will give you a clearer picture—and that’s where process comes in.
Why Process Beats Promise
At Martinuzzi Property Group, we don’t believe in shortcuts. We believe in service. And service, to me, means a well-structured, transparent process that’s built to help you achieve the best possible outcome the market is willing to pay.
When I sit down with a client, I don’t throw around dream figures to win business. I take the time to understand your goals, explain our process, show you comparable sales, and share recent case studies. I want you to feel confident that, regardless of market conditions, I’m in your corner—working to get you the best possible result.
That’s what matters more than any upfront price promise.
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Marketing Matters (More Than You Might Think)
Now, this part gets me fired up—because I genuinely love marketing. It’s in my blood.
I studied marketing at university and have always had a passion for it. Even as a young kid, I was out the front of my dad’s restaurant selling trinkets, learning how to attract attention, how to present something well, and how to connect value with emotion. That’s where my fascination with marketing began—and it’s only grown since.
Alongside my real estate career, I’ve run The Hidden Why Podcast for over a decade, where I explore everything from business to branding to personal growth. And through all of that, I’ve come to appreciate just how powerful creative, thoughtful marketing can be.
Marketing a home isn’t just about taking a few photos and sticking them online. It’s about telling a story. It’s about creating desire. It’s about capturing attention and making buyers feel something when they see your property.
The little details matter—the angles, the copy, the visuals, the video strategy, the social reach. It all contributes to perception. And perception is what drives value in the buyer’s mind.
When done right, marketing doesn’t just attract more interest—it attracts the right interest. And that’s how you achieve premium prices.
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Do Buyers Set the Price? Yes—and No.
You’ll often hear people say, “The market sets the price,” or “Buyers determine the value.” And yes, there’s truth in that—but it’s not the full story.
From my experience—across slow markets and booming ones—it always comes down to this: a price is reached when buyer expectations meet seller expectations.
Sometimes the market swings more in the buyer’s favour. Sometimes sellers hold the power. But in most cases, it’s a dance between the two. And when you find the right buyer—or better still, multiple buyers—you’ll find someone willing to pay a premium.
I’ve seen it happen over and over. Offers starting $50,000 apart. Sometimes more. In one case recently, I negotiated a deal that increased by $500,000 from the initial offer—purely through effective marketing and the right negotiation strategy.
That’s why it’s nearly impossible to pinpoint a final sale price at the start of the campaign. But what I can tell you is this: within the first couple of weeks, with the right strategy, you’ll get a pretty accurate picture of what the “everyday price” is—and from there, our job is to push for the premium price.
And that only happens with the right process and marketing in place.
I’m sure you can remember a time when you’ve paid more for something than you originally intended. I have! I remember when I moved from Victoria to Queensland and purchased my second property. I had a budget in mind—$400,000. My god, how times have changed. I knew I could spend more but didn’t want to. And yet, I ended up buying a house for $54,000 more than I had planned, simply because it ticked all the boxes and had a strong emotional pull.
Believe it or not, that house sat on the market for quite some time before I came along. Why? Because the price was initially set too far above local market values. Had it been priced with more strategy, it may have sold long before—and I would’ve missed out.
The Sunshine Coasts Sellers Guide to Choosing the Right Agent
Choosing the Right Agent: More Than Just Numbers
Yes, price matters. Of course it does. But what matters even more is working with someone who is aligned with your goals and committed to your success.
You want an agent who is:
• Driven, with the tenacity to go the extra mile.
• Proven, with reviews and results that speak for themselves.
• Process-focused, with a clear, structured approach.
• Marketing-savvy, with a deep understanding of what moves the needle.
• And above all, communicative—keeping you informed every step of the way.
One of the biggest complaints I hear from both sellers and buyers is: “I never heard back from my agent.” In a process that can already feel uncertain and emotional, that’s the last thing you need.
You deserve consistent updates, honest feedback, and clear next steps—always.
And finally, you need someone you connect with. Someone you trust. Someone who listens, understands, and genuinely cares. Because for a few weeks (or months), you’re in this together—and having the right person by your side makes all the difference.
Final Thoughts
Selling your home isn’t just a transaction—it’s a chapter in your life. And I believe you deserve to feel supported, informed, and confident throughout the entire process.
At Martinuzzi Property Group, our mission is simple: to help people on their property journey live more fully, have more meaning, and find more joy. That’s the heart behind everything we do.
So when you’re ready to sell, don’t just chase the biggest price promise. Choose an agent who’s committed to the right process—because that’s what will get you the right price.
Thinking of selling? Let’s have a chat—I’d love to help you take the next step. You can schedule a free consultation here.
If you are in buying or selling mode I’ve also created this free resource – Sunshine Coast Home Sellers and Buyers Guide.
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