If you’ve spent any time looking at property listings, you’ve probably come across plenty without a price. Instead, you’ll see terms like ‘Offers’ or ‘Contact Agent,’ which, let’s be honest, can be a bit frustrating when you’re just trying to get a sense of the market. So why do agents do it? There’s actually a practical reason behind this approach, and it all comes down to getting the best result for the seller. Here’s how it works.

The Pricing Dilemma

For sellers, pricing a home isn’t as simple as slapping on a number and calling it a day. Every property is unique and location, features, condition, and market demand all play a role. While past sales data can help, it doesn’t always provide a clear-cut answer, especially when there haven’t been many recent comparable sales.

If an agent underprices a property, they risk underselling it and not acting in their client’s best interest. But if they overprice it, they may drive away potential buyers and struggle to secure a sale. This balancing act makes accurate pricing tricky.

Why Agents Hold Off On Setting a Price

Rather than locking in a number too soon, many agents go with a ‘no price’ strategy. It’s not about being secretive—it’s about letting the market help determine the right price. By launching a property without a fixed price, agents can gauge interest, see how buyers respond, and then adjust accordingly. If interest is lower than expected, a price can be set based on real buyer feedback rather than guesswork. Plus, it avoids the awkwardness of a price reduction, which can sometimes make buyers wonder if something is wrong with the property.

Why This Strategy Works

For sellers, this approach gives flexibility and ensures their home isn’t undervalued or overpriced, giving it the best chance of selling at market value.

For buyers, while it can be frustrating, it’s always worth asking the agent for a price guide. At DUET, we always provide a price guide once someone enquires. However, some agents take a different approach and simply encourage buyers to attend a home open instead.

The Benefits of No-Price Listings

• More flexibility – The price can be adjusted based on market conditions and buyer interest.
• Better pricing accuracy – Instead of guessing, agents use real market feedback.
• Wider buyer interest – Without a fixed price, more buyers inquire, leading to more competition.
• Useful in changing markets – Pricing can stay competitive without the need for price reductions.

At the end of the day, the agent works for the seller—it’s their job to get the best result possible. While the ‘no price’ strategy can be frustrating for buyers, if you were selling, you’d want the same approach working in your favour. If you’re selling, this strategy can help you achieve the best result. And if you’re buying, don’t hesitate to ask for a price guide.

As always, if you need any help in the process, get in touch with one of our Property Consultants who will be able to help guide you through the process and answer any questions you may have.