Pricing Is Marketing: How Strategic Positioning Helps Our Clients Sell for More in Bend, Oregon

When it comes to selling a home here in Bend, one of the biggest mistakes people make is thinking that price just means what the home is worth.
In reality, pricing is one of the most powerful marketing tools you have. It’s not just a number — it’s a strategy.

At the Kromm Real Estate Team, we believe that pricing is marketing. The price you choose is how you position your home in the market. It affects how buyers see it, how it shows up online, and ultimately, how much activity and excitement it creates.

1. Price Is Part of Marketing

In marketing, there are four classic “Ps”: Product, Price, Promotion, and Place.
Price isn’t separate from marketing — it is marketing. The list price helps us shape the entire story around your home: where it fits in the market, who it attracts, and how it competes.

When we work with sellers, we don’t just pull comps and guess at a number. We look at how to use price as a tool — to position your home strategically against the competition and generate momentum right out of the gate.

2. Pricing Is Positioning

Pricing is really about positioning your home in the eyes of buyers.
If your home is listed too high, it might never make it onto a buyer’s showing list. If it’s priced just right — or slightly below market — it can become the home everyone wants to see.

Think of the list price like a spotlight. You can either shine it right on your home and draw buyers in… or point it somewhere else and let the opportunity slip by.

3. The List Price Is an Invitation

We always tell our sellers: the list price is not the final sales price — it’s an invitation.
It’s how you invite buyers to show up and take action.

When a home is priced strategically, it can create what we call an “event.” It grabs attention, sparks competition, and can even lead to multiple offers that drive your final price above list.
That’s why we often use event-based pricing — setting your price intentionally to attract more activity and create that competitive environment.

4. Strategic Differentiation

One of the hardest parts of pricing is separating strategy from emotion.
We get it — your home means a lot to you. But pricing isn’t about attaching personal value; it’s about playing smart in the marketplace.
When sellers understand that price is part of marketing — not a reflection of their home’s worth — they make better, faster, and more confident decisions that lead to better results.

Real Case Study: Winning the Street

Last summer, we listed a home on a street where four other houses were already for sale. All similar size, style, and price range.
We knew we had to stand out.

We came in just below the competition to get buyers’ attention. Then, three weeks in, another home hit the market two doors down. Instead of waiting, we made one small strategic price adjustment to reposition our listing below the competition.

That simple move worked. We quickly got strong showings, landed a great offer, and closed the deal — all while the other five listings sat for months, doing price reductions over and over.

In the end, our home sold for the highest price of all six.
Why? Because we used pricing as a marketing strategy — not just a number.

The Takeaway

The right price isn’t about guessing what a buyer will pay.
It’s about creating the conditions where buyers compete to own your home.

That’s how we approach every listing. We combine professional presentation, strong marketing, and smart pricing to help our clients sell faster — and for more.

Thinking About Selling in Bend? Let’s Talk Strategy.

If you’re considering selling your home in Bend, Redmond, or anywhere in Central Oregon, let’s have a conversation about how to position your home for success.
We’ll show you exactly how we analyze the market, set strategic pricing, and create a marketing plan that gets results.