According to Antonie Goosen, principal and founder of Meridian Realty, the conversation should be grounded in data rather than opinion.
“The market is giving feedback, and that feedback is valuable,” says Goosen. “If a property is not attracting offers, it is usually a pricing issue.” He explains that extended time on market can begin to work against the seller. “Buyers start to question why the property has not sold,” he says. “That perception can lead to lower offers and reduced interest.”
The first step is to analyse activity levels.
“Viewings, enquiries, and feedback from buyers all provide insight,” says Goosen. “If there is strong interest but no offers, pricing may be slightly high. If there is little interest, the price may be significantly out of line.”
Goosen advises agents to present comparative data. “Recent sales, current listings, and price trends in the area help to frame the discussion objectively,” he says. “This removes emotion and focuses on facts.”
It is also important to revisit the original strategy. “Market conditions may have shifted since the property was listed,” says Goosen. “Interest rates, buyer sentiment, and competing stock all influence pricing.”
He adds that timing is critical when making adjustments. “A timely price correction can re energise interest and bring new buyers into play,” he says. “Delaying that decision often results in further stagnation.”
Goosen emphasises that the conversation should remain constructive. “It is not about assigning blame, it is about aligning expectations with current market conditions,” he says.
He also highlights the importance of positioning. “A well priced property generates competition, which can drive stronger offers,” says Goosen. “An overpriced property tends to be overlooked.”
Ultimately, realism is key.
“Sellers who respond to market feedback are far more likely to achieve a successful sale,” he says. “The sooner price and market align, the better the outcome.” He concludes that experience plays a crucial role in navigating these situations. “Guiding sellers through difficult conversations is part of what we do,” says Goosen. “When handled correctly, a price adjustment can be the turning point that leads to a successful transaction.”
For Morné Prinsloo, Residential Property Specialist RE/MAX Town and Country Roodepoort & Krugersdorp the the 90-day conversation is one of the most delicate to have as an agent.
"A seller who has been living with a for-sale board outside their home for three months is frustrated. They have had viewings, maybe some low offers, but nothing that has converted. My job at this point is not to add to the frustration by telling them something they do not want to hear. My job is to show them what the market is telling them, using data they cannot argue with.
"I never approach this conversation as a criticism of the property or the seller. I approach it as a factual review of what has happened and what needs to change," he says.
What the market data shows about stale listings
The numbers in South Africa's residential market are clear on this point. According to data published by a bond originator and bank, properties that sell within the first 30 days typically achieve around 98 percent of their asking price. Properties that remain on the market beyond 90 days tend to achieve between 88 and 92 percent of asking price when they eventually sell.
Prinsloo says the national average time on market has been running at around 12 weeks in recent quarters, according to FNB Estate Agent Survey data. In parts of Gauteng, including the West Rand, that timeframe is consistent with what I observe. A property that has been listed for 90 days has already passed the point where buyers treat it as a fresh listing. It has become what agents call a stale listing, and stale listings attract a different type of buyer. They attract buyers looking for a discount.
"The longer a property sits, the more leverage moves to the buyer. This is the core message I bring to a 90-day review," he adds.
How to structure the conversation
"I do not walk in and tell a seller their price is wrong. I walk in with data. Specifically, I prepare a fresh comparative market analysis using the most recent Deeds Office transfer data and current data figures for the suburb. I show the seller what comparable properties have sold for in the past 60 to 90 days, how long those properties were on the market, and at what percentage of asking price they closed.
"This removes the conversation from opinion and grounds it in fact. When a seller can see that three similar homes in their area sold in the past two months at prices between R50,000 and R100,000 below their current asking price, the discussion becomes much more focused.
"I then show them the viewing-to-offer ratio for their property. A well-priced property in the current South African market typically generates one offer for every eight to twelve viewings. An overpriced property often needs twenty-five or more viewings to produce a single offer. If a property has had fifteen viewings and zero offers, that is not a marketing problem. That is a pricing problem," says Prinsloo.
The real cost of waiting
Prinsloo says he helps sellers calculate what staying at the current price is actually costing them. Every month a property remains unsold, the seller continues paying bond instalments, rates, utilities, and levy costs if applicable. In a sectional title, those costs accumulate quickly. There is also an opportunity cost. If a seller is waiting to buy their next home, or has already committed to another property, the financial pressure of carrying two properties compounds rapidly.
"When I lay out those monthly carrying costs against the quantum of a realistic price adjustment, the picture often shifts. A reduction of R80,000 on a property that has been sitting for three months may recover itself in the saving of two or three more months of carrying costs alone," he says.
What a realistic adjustment looks like
Prinsloo goes on to explain that in the current South African market, with the prime lending rate at 10.25 percent and national price growth at 3.2 percent year on year as at December 2025 per Lightstone data, buyers are cautious and have more choice than they did during the peak years. Properties in some parts of the market are selling 3 to 5 percent below asking price in normal conditions. For an overpriced property that has been on the market for 90 days, a meaningful price correction is necessary to reposition the listing as a fresh opportunity.
"What meaningful looks like depends on the data. If the comparable sales suggest the property is priced 10 percent above market, a reduction of 8 to 10 percent is necessary. A token reduction of 2 or 3 percent on an already overpriced listing rarely generates new interest. It signals to the market that the seller is unwilling to meet buyers where they are, and the listing continues to age".
Repositioning, not just reducing
"A price adjustment alone does not guarantee renewed interest. I advise sellers to treat a meaningful reduction as an opportunity to relaunch the property. This includes refreshing the listing photographs if they are more than a few months old, reviewing the listing description, and confirming that all portals are showing the updated price. In some cases, I recommend a dedicated show day in the week immediately following the price change, specifically targeted at buyers who have previously viewed the property or made enquiries.
"A relaunched listing at a credible price, with strong photography and active marketing, can generate the kind of fresh interest that the original listing never achieved," he says.
The honest conversation
"Ultimately, the 90-day review comes down to an honest conversation between me and the seller. I tell my sellers what I would want to know if I were in their position. Holding out for a price the market has already rejected is not a strategy. It is a delay. And delays cost money.
"My role is to bring the data, explain what it means, and give the seller the advice they need to make a decision that is in their best long-term interest," says Prinsloo.
