One of my pet peeves as well.  If you're scared to give the price, you're not effectively describing the property or marketing properly.   I know it's a draw them in and sell something else approach but I don't think people like it.  

Very old school thinking.  There are people who still believe they'll have all the power if only they could speak to everyone.  I once worked with an agent who complained when our MLS changed from allowing only 1 photo to 30 photos.  In a room full of people, he stood up and demanded to know "why would they call me if they've seen the house already online"?  Like it or not, we live in an instant gratification society.  Give them what they want or they quickly move on!

With all of the other sites that give the information they should!

Whatever their reasons ... are their reasons.  They are not mine.  I do not omit the list price.  

I think for most agents, this strategy is to generate phone calls.  But I have also seen this backfire and people saying "no" to the property because the price is not published. Years ago at a real estate conference, a major celebrity gave a talk about being in the market to purchase a home and refusing to even look at a property with an unpublished price.

I can't stand it when something for sale doesn't disclose PRICE  !

I agree with you.

    I know one company that has been publishing in a Homes print magazine for years... they never have the prices.   What is up with that?

to get personalized call ...... PLay hard to catch me game....

It's not a strategy I use.  The price is typically available in some many different places, why alienate people with an extra step?   

when I first started in the real estate business I was told it gets people to call and contact the listing agent.  I have found that while that may be true in some pocket areas not true with a global society.  With online MLS buyers want information.

It's the old 70's thought - I want them to call me. Ben Kinney does this (or did) with Craigslist ads years ago.  I think it's a bunch of nonsense. 

They think they are harvesting people that way.

I have the same thoughts as well.  I see this all the time on Facebook and I can't stand it.  What's the point, indeed.

Hey Dennis,

This is a great question - and I wonder about it too. Look, any sort of marketing that realtors do is meant to achieve two things:

1. Top-of-mind: people see their name regularly and so it kind of gets remembered.

2. Authority: When they list ads to show they sold a home, or blog posts about buying or investing, this is what it's meant to do - in addition to being on top of mind.

I think that realtors are scared of showing prices - but only in a slow market for fear that prices will turn off prospects. But in a hot market, such as the one in Toronto right now, because residential properties get sold over-asking, they're not scared to market.

There is a good way to NOT turn off a buyer for a property based on price - demonstrating value. The value, of course, has to be demonstrated based on a buyer persona - who is the ideal buyer for this property? If a realtor knows the area well, he knows the ideal buyer type. Then he will demonstrate value for price based on that buyer persona.

The good thing about showing a price is that it will weed out those prospects that aren't likely qualified - as a matter of fact, price should be a primary qualifier. 

Perhaps, less seasoned realtors think that not listing a price is a great way to get many calls - and this may be true. But the rejections are likely going to be higher because there is no set expectation.

Does that sound right? I should probably do a podcast on this topic!

In the days we saw a buyer's market, the price would change, and with expensive brochures, I would leave the price off on occasion.  Not in today's market.

It's old school and still creates calls.

To make the phone ring, and it works, 

Susan Emo nailed this one!

A marketing mystery.

I agree.

Because they want to annoy their audience and lose business. That's what I see happening again and again. 

Dennis Swartz - simple! Bring them to your site or have the phone ring for that 'unknown' lead - and feel happy about it.

OK, I give up...WHY?

I know there are consumers who simply will NOT call a company that doesn't have the price.  They've told when they called me to find out the price. They like that I put prices

Conventional "wisdom" is that if you withhold information, the phone is more likely to ring.

It doesn't make sense, does it?

I prefer to see the price and try to include that most of the time. If I don't I do include a link to the page that will have it. I think those that don't think it will generate calls. I think it agitates the consumer.

This is probably a buyer's biggest pet peeve!  It's old school thinking to leave out important stuff just so the buyer calls us.  It's a turn off and causes them to find another agent who will get the answers for them.

It does drive the interested souls to search their websites as a result, where there is usually much more information than posted here.

Not tell the price to make people call I quess

There used to be a group that felt not including the price would generate more inquiries.  (I don't agree with it, but that's their thinking.)

I agree - not including the price is a "tacky" tactic to get the phone to ring, but I think it just frustrates the consumer.

They think they'll get direct contact to find out...

Because the fools think that this will prompt people to contact them and they would like to spend lots of time answering the question, "what is the price".

Poor time managment and it generally backfires for these foolish control freeks.

It's very annoying to me.  I guess to drive traffic to their site?

So old school that the creator doesn't realize the difference between push marketing and pull marketing.

Agents foolishly think this forces more prospects to call them. But, any online search will bring up tens if not hundreds of ads that show the price or , uggh Zestimate. It's an old fashioned notion that reeks of tired sales practices that should be buried with the old hard covered MLS books we used to use.

that's an old school tactic that I never use.... it makes the phone ring .... most people who call and then realize the reason the price was omitted are NOT HAPPY about it....

I have asked myself the same question--put the price

From what I have seen, agents that do not list the price want that phone call or contact, and want to start that dialogue.  I agree that for folks who are in a tight price range, this is very important, no matter how awesome ads, pictures, and blogs are Dennis Swartz.  The awesome ads, pictures, and blogs may be enough to peak someone's interest further, and could be that agent's Plan.  Some will make that contact to get more info, and others will pass it by. 

Dennis Swartz Inquiring minds want to know.

No price, no interest! It will not get me to call!

CAUTION: Turbulence ahead

There are several reasons, non of which are related to the willingness to believe it compels a phone call, but that is what everyone is ready to believe.

1. Elaborate ads, blogs and other marketing that contains price information becomes incorrect or obsolete when a price change occurs. Including price creates waste and a care and feeding requirement.

2. Serious buyers are familiar with the community they choose and actually DO know the price range. We all know 'whatever the published price' is not what the buyer will offer. If the buyer is NOT serious, they eliminate themselves.

3. Non-local buyers will be searching using tools that are connected to franchise website or the MLS which will have the price. The consumer is not disadvantaged at all.

4. 'You get less calls." I would challenge that assertion. You will get more calls because the agent who invests in this elaborate marketing will have a different message and CTA other than 'FOR SALE.'

This is an example of a surrogate endpoint where real estate professional want a specific outcome, and can only see one way to get there. Those who have not fallen into that trap realize marketing is about getting the consumer to do what the marketer wants them to do. It has nothing to do with what other agents think.

Price is NOT the most import. Response is.

Of course, no example of this advertising is presented and it well may be a worthless endeavor. However, I just made four points that suggest there are many reasons (most not listed) for such marketing especially at the above $500,000 price point in the Tampa Bay region of Florida.

If you give out every piece of information there is not reason  for anyone to call and ask questions

Yes to this subject and the point made thank you

I'm with Lyn Sims comment. Price should be available.