Almost every owner has a figure in mind when selling property in Nuremberg - the so-called desired price. This figure often arises from memories, emotions, own investments or comparisons with neighbours. But the market is not interested in wishes. The decisive factor is what price actually achievable is.
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 paid.
Why the desired price rarely has anything to do with the market
The desired price is often based on:
- 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- older information or outdated market conditions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 market value.
The market values exclusively:
- Location
- Condition
- Demand for
- 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 evaluation modules:
- Market valueThe realistically achievable market value under normal conditions.
- Standard land value: Orientation for the property value in Nuremberg, adapted to size, layout and location.
- Market analysisHow many buyers are currently looking? How many competing properties are there? What prices are actually being paid?
- Reference objectsComparable properties that have actually been sold - not just offered.
- Asset value methodValuation of substance and construction costs, important for owner-occupied houses.
- Income capitalisation approachValuation via 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 enquiries
- long marketing times
- decreasing visibility in portals
- Distrust of potential buyers
- later price reductions
- worse negotiating position
The end result: the sales price often falls under the value that would have been achieved with a realistic pricing strategy.
My experience in Nuremberg shows that
The market penalises exaggerations - and rewards realism.
Why buyers recognise desired prices immediately
Buyers today are much more informed than in the past. They check:
- Comparison offers
- Market reports
- Sales histories
- Status information
- Energy parameters
- Location quality
If the price does not match the overall picture, distance is created immediately.
An exorbitant price has an effect:
- unprofessional
- desperate
- suspicious
Many interested parties do not even open the advert.
The emotional factor: Why desired prices often arise unconsciously
A property is always more than just an object - it is:
- Habitat
- Reminder
- Security
- Investment
- Identity
It is perfectly normal not to categorise 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 selling price.
Practical example: Three numbers - three realities
Three price expectations often come up in discussions with owners:
- Desired price: emotionally or strategically corrected 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 realised - and that is the achievable price.
How I find the price that is really achievable
I proceed systematically:
- Valuate propertyBased on market value, standard land value, market analysis, reference properties, asset value method and income capitalisation method.
- Define target groupFamily? Capital investor? Owner-occupier? Each group values differently.
- Define marketing strategyPresentation, photos, exposé, target group approach.
- Analyse demandHow do interested parties react in the first few days? How many qualified enquiries are there?
- 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 is generated:
- more genuine interested parties
- better inspections
- more competition
- more stable offers
- Faster decisions
- Greater security in financing
The higher the demand, the stronger the negotiating position.
What happens when the desired price and the market price diverge?
I speak openly with owners if the desired price does not match the market.
No whitewashing, no pressure - just a clear explanation:
- What does the market analysis say?
- What do the reference objects show?
- What is the demand like in the submarket?
- What are the effects of location, condition and energy efficiency?
- How does an appraiser or a bank evaluate?
If all the facts are at the same level, the decision is usually clear.
Checklist: Is your price a desired price?
Answer these questions honestly:
- Did you set the price yourself?
- Does he orientate himself on neighbours or acquaintances?
- Did you „set it higher for now“?
- Does your property seem significantly more expensive than others?
- Have you not yet received a professional valuation?
- Is there no clear justification of 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 it comes to selling property in Nuremberg, we see this time and again:
- If you start too high, you will end up with less.
- Those who start realistically sell faster, more confidently and better.
A good sale is not based on hopes, but on facts:
- Market value
- Standard land value
- Market analysis
- Reference objects
- Asset value method
- Income capitalisation approach
These building blocks lead to a price that buyers are really willing to pay - and that is precisely why it makes the difference in the end.
