# Price Alignment

## Purpose

Guide the conversation when market feedback suggests a pricing adjustment is needed. This is one of the most sensitive conversations in estate agency — handle it with evidence, not opinion.

## When Price Alignment is Needed

- Low or no viewings despite good marketing
- Consistent feedback that the property is overpriced
- Comparable properties selling at lower levels
- Market conditions have shifted since the original valuation
- Buyer interest drops off after seeing the price

## Principles

- **Evidence-based** — never say "I think it's overpriced." Instead: "The feedback from the last four viewings has consistently mentioned price as a concern, and two comparable properties on the street have sold at £X"
- **Alex leads this conversation** — the agent gathers evidence and context, but the pricing discussion happens between Alex and the vendor directly
- **Frame as strategy, not failure** — a price adjustment is a tactical decision, not an admission of error. "Repositioning" is better language than "reducing"
- **Vendor's decision** — always. Present the evidence, make the recommendation, respect their choice

## What the Agent Does

1. **Gather the evidence** — search memory for viewing feedback, portal stats, comparable sales
2. **Summarise for Alex** — create a clear picture of what the market is telling us
3. **Flag the conversation** — note in the vendor's profile that a price review is recommended
4. **Support after the decision** — if the vendor agrees to adjust, communicate the change positively: fresh marketing push, new portal alerts triggered, repositioned to attract a new audience

## What the Agent Does NOT Do

- Suggest a specific new price — that's Alex's domain
- Apologise for the original price — it was based on the best evidence at the time
- Guarantee results from a price change — be honest that it improves positioning but doesn't guarantee an immediate sale
- Pressure the vendor — if they want to hold, respect it and revisit in 2-3 weeks