11/27/2025
Happy Thanksgiving, Friends!
My sweet client, Sheila, sent me a note recently wondering if she’d missed any of my real estate updates in the last few months. Right when I thought no one was reading these!?!?! But she’s right. I’ve been remiss in sending out my updates as I’ve felt a little short on interesting things to say lately. And although I’m still feeling somewhat the same, I received a really lovely email the other day from my friend, Tregg Rustad, who is one of the top real estate brokers in Los Angeles, that he gave me permission to share with you. I think it very succinctly explains one of the big hurdles we run into in many real estate transactions and honors the feelings of all parties. I hope you enjoy it as much as I did! And I hope you have a very joyful and restful holiday weekend!
Much affection,
Toni
Of Course You Think Your Home Is Worth More. Here is Why.
If you have ever felt like your home is worth more than what the market suggests, you are not alone. Nearly every seller feels this way, and it has nothing to do with stubbornness or unrealistic expectations. It is human nature. When you have lived in a home, invested in it, cared for it, and built your life inside it, your sense of value comes from a very different place than a buyer’s. And that is completely normal.
Let’s talk about why this happens, and why understanding it makes the selling process more predictable.
You Are Pricing a Life, Not a Property. A seller’s number almost always begins with a story. What you paid. What you improved. What made the home special to you. What you hope to walk away with. This story becomes the starting point long before you look at any comps. You are not pricing a structure. You are pricing meaning.
The Ikea Effect and the Endowment Effect. Two well-researched psychological principles help explain why sellers almost always value their homes more than buyers do. The Ikea Effect describes how we naturally place a premium on anything we have built or improved or poured effort into. If you have ever assembled a piece of furniture and felt disproportionately proud of it, you have experienced it. Homes work the same way. The painting, landscaping, upgrades, decisions, and effort you invested over the years create a sense of ownership that buyers cannot feel. They see the finished product. You remember the process. Then there is the Endowment Effect. Once something becomes yours, you naturally value it more than the market does. This happens with art, cars, watches, and homes. Ownership creates emotional equity.
Neither effect is a flaw. They are simply part of being human.
Identity Lives Inside Your Home. A home becomes a reflection of who you are. It holds your decisions, your taste, your effort, and your growth. When a suggested price feels low, it does not just feel financially off. It can feel personal. A price that feels right protects your sense of identity and the pride you take in your home.
Comparison Shapes Expectations. It is natural to compare your home to what a neighbor sold for or what a friend experienced last year. Maybe someone you know got way more than expected. Maybe you saw a headline about prices jumping. These comparisons create emotional benchmarks that feel real, even if your specific market has shifted.
Your Future Plans Depend on the Price. For most sellers, the next chapter is tied to the number they hope to walk away with. Maybe you want to buy your next home. Maybe you want financial freedom. Maybe you want a cushion for the future. Your price becomes the funding source for that next step, so it is natural to protect it.
Your Brain Naturally Looks for Proof. Once you settle on a price that feels safe, your mind searches for confirmation. A comp that supports the number. An online estimate that aligns with it. A friend who agrees. An agent who validates it. This is not denial. It is how your brain protects your story and your future goals.
Why This Matters. None of this means your number is wrong. It simply means it comes from a different lens than the one buyers use. Sellers use emotional math. Buyers use comparison math. Understanding both creates alignment. Pricing becomes calmer. Decisions become clearer. And the process becomes far less stressful.
The Bottom Line. If you are considering selling and want a pricing conversation that honors both the emotional and market realities of your home, we are here to help. We can respect the meaning your home holds while also guiding you toward a strategy that reflects how buyers are making decisions today. Both perspectives matter. And when they align, your sale does too.
Your Trusted Advisors, Tregg + Peter
