Desired price vs. realistic sales price: where the decisive difference lies

Almost every owner has a figure in mind when selling a property in Nuremberg - the so-called asking price. This figure often arises from memories, emotions, own investments or comparisons with neighbors. But the market is not interested in wishes. The decisive factor is what price is actually achievable.

In this article, I show how big the difference can be between the desired price and the realistic selling price, why owners often underestimate this difference and how I find a price that not only sounds good, but is actually achievable.

Why the asking price rarely has anything to do with the market

The asking price is often based on:

• your own costs or investments
• the emotional value of the property
• Price expectations from acquaintances
• Older information or outdated market conditions
• Unrealistic online estimates
• the hope of “giving it a try”

All these factors are humanly understandable - but they play no role in the market value.

The market is the sole judge:

• Location
• condition
• Demand
• target group
• Economic framework conditions

I know from experience that the bigger the gap between desire and reality, the more difficult and expensive the sale will be.

The achievable sales price is based on facts, not feelings

To determine what price is really achievable, I work with clear valuation modules:

• Market value: The realistically achievable market value under normal conditions.
• Standard land value**: Orientation for the property value in Nuremberg, adapted to size, layout and location.
• Market analysis**: How many buyers are currently looking? How many competing properties are there? What prices are actually being paid?
• Reference properties**: Comparable properties that have actually sold - not just been offered.
• Property value method**: Valuation based on substance and construction costs, important for owner-occupied houses.
• Income capitalization method**: Valuation based on rental income, important for rented properties.

The achievable price is therefore a market price, not a desired price. And that is a crucial difference.

Why too high a desired price almost always leads to a lower final price

Many owners believe: “We’ll start high and go down if necessary.”

In practice, the exact opposite of what they expect happens.

A price that is too high leads to:

• few qualified inquiries
• long marketing times
• decreasing visibility in portals
• distrust of potential buyers
• later price reductions
• poorer negotiating position

The end result: the sales price often falls below the value that would have been achieved with a realistic pricing strategy.

My experience in Nuremberg shows that

The market punishes overpricing - and rewards realism.

Why buyers recognize desired prices immediately

Buyers today are much more informed than in the past. They check:

• Comparison offers
• market reports
• Sales histories
• condition details
• Energy parameters
• location quality

If the price does not match the overall picture, distance is created immediately.

An exaggerated price has an effect:

• unprofessional
• desperate
• distrustful

Many interested parties do not even open the ad.

The emotional factor: Why desired prices often arise unconsciously

A property is always more than just an object - it is:

• living space
• a memory
• security
• investment
• Identity

It is perfectly normal not to categorize this value purely objectively.

But buyers don’t pay for memories - they pay for benefits and market position.

I help owners to separate these two areas:

What is emotionally valuable has no influence on the sales price.

Practical example: three figures - three realities

Three price expectations often come up in discussions with owners:

• desired price: emotionally or strategically adjusted upwards
• market price: the actual market value
• Achievable price:** the result of demand, pricing strategy and presentation

Only one of these prices can actually be realized - and that is the achievable price.

How to find the price that is really achievable

I proceed systematically:

1. Valuate propertyOn the basis of market value, standard land value, market analysis, reference properties, asset value method and income value method. 2 Define target groupFamily? Capital investor? Owner-occupier? Each group values differently. 3 Define marketing strategyPresentation, photos, exposé, target group approach. 4 Analyze demandHow do prospective buyers react in the first few days? How many qualified inquiries are there? 5 Confirm price windowThe market quickly shows whether the strategy is right.

This turns a gut feeling into a fact-based price framework.

Why the achievable price is not the “low price”

Many owners fear that a realistic price is automatically a bad price.

The opposite is the case:

A realistic starting price generates:

• more genuine interested parties
• better viewings
• more competition
• more stable offers
• faster decisions
• greater security in financing

The higher the demand, the stronger the negotiating position.

What happens if the desired price and the market price diverge?

I speak openly with owners if the asking price does not match the market.

No sugar-coating, no pressure - just a clear explanation:

• What does the market analysis say?
• What do the reference properties show?
• What is the demand in the submarket?
• What are the effects of location, condition and energy efficiency?
• How does a surveyor or bank rate?

If all the facts are of the same value, the decision is usually clear.

Checklist: Is your price a desired price?

Answer these questions honestly:

• Did you set the price yourself?
• Is it based on neighbors or acquaintances?
• Did you “set it higher to begin with”?
• Does your property seem significantly more expensive compared to others?
• Have you not yet received a professional valuation?
• Do you lack a clear explanation of the market value and market analysis?

If several points apply, your price is probably a desired price - not an achievable market price.

Conclusion: The achievable price is decisive - not the desired price

When selling real estate in Nuremberg, it becomes clear time and again:

• Those who start too high achieve less in the end.
• If you start realistically, you will sell faster, safer and better.

A good sale is not based on hopes, but on facts:

• Market value
• Standard land value
• Market analysis
• Reference properties
• Material value method
• Income capitalization approach

These building blocks lead to a price that buyers are really willing to pay - and which therefore makes the difference in the end.

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Read more: Real estate sales in Nuremberg (immobilienverkauf) – Desired | The five most common mistakes when selling a house - and how to avoid them