THE PRICE IS RIGHT. SO WHY IS THE PROJECT NOT MOVING?

When a project isn’t selling, price is often the first thing that gets questioned. Is it too high? Should there be a discount? Would a new offer create urgency? Sometimes the answer is yes. But sometimes the price isn’t the problem at all.

A project can be correctly priced and still struggle because the buyer doesn’t see enough value in the proposition. The product may not be aligned with what the market wants. The positioning may not be clear. The campaign may be attracting the wrong audience. The channel may not be motivated enough to sell it. Or the sales experience may be creating friction somewhere along the way.

This is why slowing sales should trigger a closer look before triggering a price cut. The buyer journey can reveal where the real problem lies. Are enough people enquiring? Are enquiries turning into site visits? Are site visits becoming serious conversations? And where does momentum disappear?

Each gap tells a different story. A pricing problem needs a pricing solution. A positioning problem doesn’t.

Real estate is a connected system, and changing one part doesn’t automatically fix another. Reducing the price may create short-term movement while leaving the underlying issue untouched.

Before asking should we reduce the price?, it may be worth asking a more useful question:

What is actually stopping this project from being chosen?