Pricing a Utah Home Correctly the First Time
A home gets one launch. Pricing strategy is the difference between competing buyers and a slow, corrective series of reductions.
Kristen Sherlock · Last updated January 25, 2026 · 6 min read
The first three weeks carry the most attention
Search alerts fire hardest on new inventory. A listing priced above the market spends that attention proving it is overpriced, and reductions arrive after the most motivated buyers have moved on.
Build the price from closed comparables
Comparable sales, adjusted for condition, view, lot and build era, are the foundation. Active listings show competition, not value — they are what you are being compared against, not evidence of what buyers paid.
Read your net sheet before you list
Sale price is not proceeds. A net sheet covering payoff, title, prorated taxes and negotiated concessions is the number that actually matters to a seller's next move.
Kristen Sherlock
Kristen Sherlock is a Global Luxury Property Specialist with Coldwell Banker Realty, serving Farmington, Davis County and the greater Salt Lake area.