A recent article on Realtor.com offers timely advice on how to approach pricing in today’s housing market.
In the current selling season, setting the right price for your home is more important than ever—and overestimating its value based on gut instinct or minor upgrades can backfire quickly. In the greater Chicago area, the same rules still apply. That’s why a pre-listing home appraisal may help in establishing the best sell price.
Toni Zarghami, co-founder and director of business development at the Zarghami Group, a Keller Williams real estate firm in Sarasota, FL, has seen this mistake play out all too often. As a listing specialist, she frequently works with sellers who assume that routine cosmetic updates—like fresh paint or new trim—will significantly boost their home’s value. But Zarghami cautions otherwise: “Cosmetic updates can help a home sell faster, but they are unlikely to raise the sales price.”
While a polished presentation might make a home more attractive, true value lies in features buyers are willing to pay more for—like a pool, modern upgrades, or a lakefront location. While some of these features may be less relevant in Chicago, other factors matter: school districts, access to transportation, square footage, and neighborhood appeal.
Still, the biggest misstep sellers make is starting too high. According to Zarghami, “Selling a house is like running a marathon, and when you choose to price too high, you have let every other runner get 20 miles ahead of you before you even take your first step. It’s almost impossible to catch up.”
That initial pricing decision sets the tone. Overpriced homes tend to linger, lose momentum, and often sell for less than they would have if priced correctly from the start.
The bottom line: Don’t let optimism cloud your judgment. Work with a real estate professional who understands local market dynamics. Thoughtful preparation and realistic expectations are the keys to a successful—and timely—sale. Real Valuation Services can help you price with confidence. A pre-listing appraisal provides an unbiased estimate, helping you set the right price from day one in Chicago communities.
📞 Ready to schedule your pre-listing appraisal? Order online or call 312-270-0500 to get started.