You make a fair offer. The math checks out. But the seller still says,

“That’s way too low.”

Sound familiar? It’s not always about the number. It’s about how the number was presented.

Welcome to price anchoring, a proven psychological principle that top closers use to influence how people perceive value. If you know how to use it, you can get more sellers to accept your number without raising your offer.

In this post, we’ll break down what price anchoring is, how it works in real estate, and exactly how to use it in your seller conversations.

What Is Price Anchoring?

Price anchoring is the psychological effect where people rely too heavily on the first number they see when making decisions.

If the first number they hear is $180K, everything after that is judged in relation to that anchor, whether or not it’s logical or fair.

In real estate, that means:

• If the seller says they want $200K first, your $135K offer feels low

• If you anchor at $120K first, your $135K offer later feels generous

Anchoring isn’t manipulation. It’s framing, and your ability to frame numbers determines how sellers respond to your offer.

Why Price Anchoring Works on Sellers

Real estate is emotional. Sellers are often anchored to:

• Zillow estimates

• Old appraisals

• What their neighbor sold for

• How much they “need” to get

None of that reflects the real, current value, but it shapes their expectations.

If you want sellers to accept your number, you have to reset their anchor with one that’s tied to logic, not feelings.

This is where you win with strategy.

Anchoring in Action: Real Estate Example

Let’s say you’re looking at a property worth $175K after rehab.

You know your offer needs to be around $115K.

Here are two ways to present that number:

Bad approach:

“We can offer $115,000.”

(Feels like a lowball. No context. Immediate pushback.)

Anchored approach:

“Based on the repairs and what similar homes are actually selling for, not listing for, we’re usually coming in between $105 and $120K. For yours, I’m able to come in near the top of that range at $115.”

Now $115 feels reasonable, generous, and backed by logic.

Same number. Different perception.

Step 1: Anchor Early in the Conversation

Don’t wait until the end of the call to drop your number.

Anchor as early as possible, especially if the seller brings up a high number first.

Example:

Seller: “I’m thinking I want $200K for it.”
You: “I hear you, most sellers I talk to start in that range, especially if they’ve seen Zillow or tax values. Just for context though, most of the off-market deals I do in that area end up between $110 and $130K, depending on condition.”

That anchor stays in their mind, and shifts their expectation before your offer even lands.

Step 2: Use a Range, Not a Fixed Number

Ranges feel less confrontational and more flexible, even when they end exactly where you want them to.

Instead of saying:

“I’d offer $125K.”

Say:

“Offers on properties like this, in as-is condition, no agent, no fees, typically fall in the $115 to $130K range. Based on what you’ve told me, I’d probably be closer to $125K.”

Now your offer feels:

• Backed by experience

• Situated within a logical framework

• Fair, rather than final

Step 3: Back It With Math and Logic

Sellers don’t trust your opinion. But they’ll listen to your math.

Use this formula:

“The house would sell for about [ARV] after $[Repairs]. Then we factor holding costs, closing costs, and a margin, and that lands us around $[Offer].”

This anchors them to the investment logic, not their emotions.

Bonus: You don’t sound like a lowballer, you sound like a pro.

Step 4: Anchor Against “What It Takes to Sell Retail”

Another powerful anchor is comparing your offer to what it actually costs to sell with an agent.

Script:

“You might list it at $190K, but if you fix it up for $20K, pay agent fees, closing costs, holding time, and then wait 60–90 days, your actual walkaway might be closer to $160K. With me, you’re at $125K but without lifting a finger.”

This reframes your offer as net value, not just gross price.

And that’s how you make $125K look good next to $160K.

Step 5: Use the “Professional Tone” Anchor

If the seller has heard from other investors, use that to your advantage.

Script:

“Some guys will throw out a big number to get you excited, and then try to renegotiate after inspections. That’s not my style. I base my numbers on the real numbers up front so you know exactly what you’re getting.”

This builds:

• Trust

• Differentiation

• Professionalism

Now your anchor is more credible than the guy who offered $145K.

How to Reset a Bad Anchor

Sometimes, the seller beats you to the anchor with a crazy number, like $240K on a house worth $170K.

Don’t argue. Re-anchor with calm, factual framing.

Script:

“If you could actually get $240K for it, I’d say go for it, I just haven’t seen anything close to that sell in this condition. I’ve got comps here showing houses needing work are going for $110–$135K tops. I’m probably in that range.”

You’re not saying no. You’re saying:

• Here’s the market reality

• I’m giving you options

• You’re free to test the high number, but I’m your fallback

Often, that’s enough to soften the anchor and bring them back to Earth.

Anchor With Stories, Not Just Numbers

Want an advanced anchoring tool? Use storytelling.

Script:

“A seller I worked with last month wanted $180K. I walked them through the math like we just did, and they realized even listing would only net them $165K after everything. We closed at $127K, and they were thrilled to be done with it.”

This builds psychological anchors like:

• “Others accepted similar offers”

• “I won’t get taken advantage of”

• “This person knows what they’re doing”

Anchoring with examples = social proof + context + persuasion.

Goliath Helps You Anchor at Scale

Anchoring is a conversation skill, but it starts with talking to the right sellers.

Goliath helps you:

• Pull targeted lead lists based on motivation

• Score seller intent based on behavior

• Automate follow-up so you’re always the first offer

• Track offer responses so you can re-engage later

That means fewer time-wasters and more conversations where anchoring actually works.

Set the Anchor or Lose the Frame

Price is never just price. It’s perception.

And in real estate, the first number that enters the seller’s mind frames the entire deal.

When you set the anchor, you control the frame.

When you control the frame, you don’t need to raise your offer to win the deal. You just need to present it strategically.

Want to win more deals with fewer price battles?