Why Pricing Strategy Matters More Than Ever

What’s the right pricing strategy when homes are sitting an average of 75+ days on the market?

In the current San Antonio and New Braunfels housing markets, the biggest mistake a seller can make in 2025 is overpricing. When homes stay on the market too long, they lose visibility, buyer urgency fades, and offers often come in well below the original asking price—especially now that buyers have 13–15% more listings to choose from than they did last year.

If you’re thinking about selling—or your home is already on the market—here’s what you need to know about pricing strategy, buyer behavior, and why precision is your biggest advantage right now.

The Shift Every Seller Should See Coming

A few years ago, you could price high and wait for the market to catch up. That era is over.

According to the latest local housing data, the average days on market in San Antonio has risen to roughly 78 days, up about 11–12% from last year. Active listings are up 13–18%, and nearly 28% of Texas homes have had a price reduction. These aren’t just numbers—they’re signals of a market adjusting back toward balance.

With around six months of inventory now available, we’re no longer in a fast-paced seller’s market. Buyers can compare homes, take their time, and negotiate with more confidence. That shift means your pricing strategy must be proactive—not reactive.

Why Overpricing Hurts More Than Ever

Many sellers assume they can “test the market” by listing high and reducing later. But in 2025, that’s one of the most expensive mistakes a homeowner can make.

Here’s why:

1. The first two weeks are your most important window. That’s when your listing is fresh, and buyer engagement is highest. If your price isn’t compelling, you lose that momentum.

2. Online filters are unforgiving. Buyers search within specific price ranges. If your home is listed even 3–5% too high, it may not appear in their search results at all.

3. Price cuts signal weakness. When buyers see multiple reductions, they assume something’s wrong—either with the home or your motivation.

4. Time equals leverage loss. The longer a home sits, the less negotiating power you have.

Pricing right from day one doesn’t mean underpricing—it means aligning with where the market truly is today, not where it was last year.

The Psychology of Buyer Perception

Pricing isn’t just about numbers—it’s about psychology.

When buyers see a home that’s priced competitively, they perceive it as a “good find.” It creates urgency and a sense of opportunity. That often leads to stronger showings, multiple offers, and better terms.

But when a home feels overpriced, buyers hesitate. They start comparing your property to others in the same range, often concluding that yours doesn’t offer enough value. The result? They move on—and your listing grows stale.

In today’s environment, buyers are cautious. They’re watching mortgage rates, studying price histories, and analyzing every new listing. That’s why your price has to make sense both logically and emotionally from the moment it hits the market.

How to Build a Winning Pricing Strategy

Getting pricing right is a blend of art and data. Here’s how to approach it like a pro:

1. Analyze the Most Recent Comparable Sales

Focus on homes that closed within the past 60–90 days—ideally in your same neighborhood or school zone (without referencing quality). These are the truest indicators of what buyers are currently willing to pay.

2. Study Your Active Competition

Look at what’s currently listed near your price range. Which homes are attracting attention, and which have been sitting for months? Use those patterns to position your listing strategically.

3. Understand the Power of Pricing Bands

Buyers often search in increments of $25,000 or $50,000. If your home is listed at $505,000, you might miss buyers searching up to $500,000. Adjusting slightly can dramatically increase visibility.

4. Price Ahead of the Market, Not Behind It

When inventory rises, it’s better to price slightly under recent comps than to chase the market downward with multiple cuts. A well-priced home draws immediate attention—and that’s where leverage lives.

5. Reevaluate at Key Milestones

If your home hasn’t had meaningful showings or offers after three to four weeks, that’s the market giving you feedback. It may be time to adjust.

The San Antonio and New Braunfels Landscape

Both the San Antonio and New Braunfels housing markets are experiencing the same trend: more listings, longer timelines, and greater buyer selectivity.

In San Antonio, the increase in resale inventory is creating competition among move-in-ready homes. Meanwhile, in New Braunfels, new construction continues to expand, offering incentives and price adjustments that directly influence resale pricing.

This dynamic means sellers in both markets must be even more intentional. You’re not just competing with other existing homes—you’re also competing with builder promotions, closing cost credits, and rate buydowns.

That’s why it’s so important to position your home as the best value in its category from the start.

Common Pricing Myths (and What to Do Instead)

Myth 1: “I can always lower the price later.”
You can—but you’ll lose the initial buyer excitement and risk being seen as a stale listing.

Myth 2: “Buyers will negotiate anyway, so I’ll price high.”
In today’s data-driven market, most buyers won’t even make an offer on an overpriced home—they’ll just skip it.

Myth 3: “My upgrades make my home worth more.”
Upgrades add value, but not always dollar-for-dollar. Buyers still compare based on location, size, and condition relative to market averages.

Instead of guessing, work with a trusted local agent who can combine market data with real-time buyer feedback to set a pricing strategy that gets results.

The Hidden Cost of Sitting Too Long

Every extra week on market has a price. Carrying costs—mortgage, taxes, utilities, insurance—add up. But the bigger cost is opportunity.

If the right buyer sees your home but hesitates because of price, you may never get that same chance again. By the time you adjust, that buyer could have already moved on.

Remember: buyers notice how long a property’s been listed. A fresh listing priced correctly feels exciting. A listing that’s been reduced multiple times feels uncertain. The difference often comes down to one decision—how you price it at the start.

The Bottom Line

Today’s San Antonio and New Braunfels housing markets reward sellers who price strategically, not optimistically. The data shows a clear pattern: the longer a home sits, the less it sells for.

If you want to sell successfully in 2025, price your home based on where the market is going, not where it’s been. That’s how you stay ahead of the curve, attract serious buyers, and protect your equity.

Ready to Find the Right Price for Your Home?

If you’re thinking about selling—or your current listing isn’t getting the results you hoped for—let’s take a data-driven look at your home’s value in today’s market.
👉 Request your personalized home valuation today, and get a clear picture of where your property stands in the San Antonio and New Braunfels housing markets.

—
Cody Posey, REALTOR® with Phyllis Browning Company
Serving the San Antonio & New Braunfels areas