Property asking price: why market value, starting price and sale price are not the same
A property has been valued at CHF 1.2 million. Should it now be listed for CHF 1.2 million? For CHF 1.25 million, leaving room for negotiation? Or deliberately a little lower to attract as many interested buyers as possible? This is exactly where the real pricing strategy in a property sale begins. Many owners first focus on the question: What is my property worth?
At least as important, however, is the second question:
At what price should the property actually be brought to market?
After all, market value, asking price and the sale price ultimately achieved are three different figures.
Market value, asking price and sale price: the difference
The market value is an estimate of what a property is worth under the given market conditions. Factors such as location, plot size, living space, condition, fit-out standard and comparable transactions all play a role.
The asking price, on the other hand, is a strategic decision. It is the price at which the property is positioned in the market for potential buyers.
The sale price is only known at the end. It is the price actually agreed between buyer and seller.
These three values do not have to be identical.
For example, a property may be deliberately offered with a certain amount of room for negotiation. For another property, a strategy designed to activate as many suitable buyers as possible at the same time may make sense.
The right approach depends on the specific property and market.
Why simply listing as high as possible can be risky
At first glance, a high asking price may seem logical.
After all, the price can always be lowered later.
The problem is that the asking price already influences who notices the property in the first place and how buyers assess the offer.
Interested buyers compare numerous properties at the same time. If a property is significantly above comparable offers, demand may be correspondingly lower.
This is particularly relevant for high-priced properties. Current Swiss market data shows that demand is not developing in the same way across all price segments. While more affordable condominiums are currently in particularly strong demand, the situation for more expensive properties is more selective. Makli
A generally strong property market therefore does not automatically mean that any desired asking price can be achieved.
A starting price that is too low is not automatically clever either
The opposite can also be problematic.
A very low price may generate additional attention. But that does not automatically mean that enough competition between buyers will emerge to achieve the optimal sale price.
Such a strategy must suit the property and the actual demand.
Owners should therefore avoid blanket approaches such as “starting as high as possible” or “starting as low as possible and hoping for overbids”.
The key question is:
Which pricing strategy maximises the chance of achieving a good sales result for my property within a reasonable timeframe?
The most important factors for the asking price
A well-founded pricing strategy takes several levels into account at the same time.
Micro-location: Two apartments within the same municipality can be valued very differently due to views, noise, sunlight, public transport connections or neighbourhood.
Property condition: Renovated properties compete with different offers than properties in need of substantial refurbishment.
Property type: Condominium, single-family house, plot of land and investment property appeal to different buyer groups.
Price segment: The higher the required purchase price, the smaller the group of buyers who are able to finance it may become.
Current competing supply: What was sold in the past is not the only decisive factor. Buyers also see the alternatives currently on offer at the same time.
Demand: How many buyers are actually looking for exactly this type of property in this region and price range?
That is precisely why a nationwide price per square metre is not enough for a professional sales strategy.
The right price also influences the time to sell
Price and marketing duration are connected.
The latest Online Home Market Analysis by ImmoScout24, the Swiss Homeowners Association and the Swiss Real Estate Institute shows that condominiums were listed online for an average of 84 days in 2025. There were significant regional differences. HEV Switzerland
This figure is not a target value for every property.
Rather, it shows that marketability depends heavily on the respective market.
If a property receives hardly any qualified enquiries over a longer period despite good presentation and sufficient visibility, price positioning is therefore one of the points that should be reviewed.
Why several estate agents may arrive at different prices
The pricing question becomes particularly interesting even before selecting an estate agent.
Estate agents may assess the same property differently.
One may suggest a higher starting price.
Another may recommend a more conservative entry point.
A third may see potential for a marketing strategy with particularly broad buyer appeal.
This does not simply give the owner three different numbers.
Ideally, it gives them three different hypotheses about how the market will respond to their property.
These are exactly the justifications that should be compared.
Be careful with the highest valuation
A high estimate is attractive, but it is not proof that this price can actually be achieved.
Instead, ask:
How was this value calculated?
Which genuinely comparable properties were used?
Which of them were sold and which were merely listed?
How large is the relevant buyer group?
What asking price is recommended?
What actual sale price does the estate agent consider realistic?
What marketing duration does the agent expect?
What is the strategy if the expected demand does not materialise?
This turns a number into a comprehensible sales strategy.
Ask separately about the asking price and expected sale price
This point is particularly valuable for a meaningful comparison of estate agents.
Do not just ask an estate agent:
“What is my property worth?”
Ask separately:
1. What market value do you see?
2. What asking price would you start with?
3. What sale price do you realistically expect?
4. Why do these values differ, if applicable?
5. What strategy is behind this?
This makes it much easier to compare different estate agent offers.
An estate agent who names CHF 1.3 million as the starting price and realistically expects CHF 1.2 million is pursuing a different strategy from an estate agent who starts directly at CHF 1.19 million.
Comparing only the highest number would obscure this difference.
Commission also belongs in the calculation
Pricing strategy and estate agent commission should not be considered separately either.
Suppose Estate Agent A charges a lower commission but expects a lower sale price.
Estate Agent B charges more, but can justify the higher price estimate with local comparable transactions and a convincing marketing strategy.
In that case, the lower commission is not automatically more attractive from an economic perspective.
For owners, what ultimately matters is the net proceeds and the quality of the sales process.
That is why Makli also explicitly addresses commission in relation to service, pricing strategy and marketing in its existing guide to comparing estate agents. Makli
This is exactly where comparing estate agents becomes interesting
Traditionally, an owner has to research different estate agents, contact them and then bring their statements together.
Makli reverses this process.
You do not look for an estate agent. Estate agents apply to you.
Owners enter their property once. Suitable estate agents can then submit specific offers. Makli clearly positions itself as a decision-making and market access platform, not as an automated valuation tool. Makli
This allows owners to compare side by side, for example:
- price estimate,
- proposed asking price,
- marketing strategy,
- services,
- commission and terms,
- the estate agent’s experience.
The most interesting comparison is then not:
“Who gives me the highest price?”
But rather:
“Who can justify their strategy most convincingly?”
Conclusion: the right asking price is a strategy, not a wish figure
The value of a property and the price at which it is brought to market are not automatically the same.
A good asking price takes into account market value, current demand, competing offers, buyer group, property quality and the owner’s objective.
That is why, when choosing an estate agent, it is worth comparing more than just reviews and commissions.
Also compare the pricing strategy behind the offer.
Because different estate agent offers can represent different routes to the same goal: selling your property to the right buyer on good terms.