Chapter 6: The Right Way to Do Comparable Sales
When it comes to winning in real estate — whether you’re helping a client make an offer, prepping a listing, or meeting an appraiser — understanding how to properly do comparable sales (or “comps”) is non-negotiable. While many agents rely on quick CMAs, the most effective strategy requires a deeper dive. The truth is, the long way of doing comps takes more time and effort, but it’s the only way to truly convince a buyer or seller of a property’s worth.
Below, I’ll walk you through not only when to use comps, but also how to leverage them to serve your clients at the highest level.
The Best Times to Provide Comps
1. Preparing for an Offer
Your buyer needs to feel confident about the price they’re offering. This is where comps are critical. Provide property photos, share your commentary, and spend time walking through the details together.
2. Preparing for a Listing
Sellers want to know what their home is worth and how you’re going to price it. A thoughtful comp presentation not only informs your strategy but builds trust with your client.
3. At the Time of the Appraisal
Don’t just leave an appraiser with a lockbox code. Always meet them in person, hand them a printed set of comps with your notations, and take a few minutes to explain the differences between properties. Their attention span may be short, but your presence makes a difference.
4. When Clients Can’t Afford a Property
Sometimes a client loves a home that’s simply out of reach. Instead of writing an unrealistic lowball offer, show them comps that back up the true market value. This saves time and keeps expectations grounded.
Pro Tip: While it’s common for listing agents to meet appraisers, buyer’s agents should too. By being present with comps in hand, you gain valuable insight into the appraiser’s perception of the property.
Why the Long Way Works
Yes, doing comps thoroughly takes longer than pulling a CMA. But the payoff is worth it:
You’re adding your expertise, not just data.
You’re educating clients so they can make informed decisions.
You’re building credibility that leads to repeat and referral business.
And the only way to sharpen this skill? Keep seeing property. The more homes you tour, the more context you’ll have to support your comps with authority.
Want a step-by-step framework you can use right away? Patty created a guide on How to Prepare Comparable Sales — a detailed resource with scripts, examples, and real-world comps to help you present pricing with confidence. Download it here.
This is more than just a guide — it’s a toolkit designed to help agents confidently analyze homes and communicate value. Inside, you’ll get: step-by-step instructions for preparing a CMA, a ready-to-use script that you can follow during client meetings, and more.
The Logistics of Presenting Comps
Send your clients MLS “client versions” but set expectations — remind them that marketing descriptions don’t always match reality.
Schedule time to go through the photos together, adding your own observations.
Walk them through your thought process so they can see how you arrived at a price point.
This hands-on approach transforms numbers into a compelling story that clients can believe in.
A Real Example: San Francisco Condo
To show you what this looks like in practice, let’s walk through a recent subject property and three comps.
Subject Property
Sale Price: $2,325,000
Specs: 1,625 sq. ft., 3 bed / 1.5 bath, 2-car parking
Highlights: Victorian charm, top-of-the-line finishes, Sub Zero & Wolf appliances, spa-like baths, original hardwoods, prime location near shops/restaurants, quiet street.
Drawback: Must go downstairs to access the yard.
Comparable Property #1
Sold Price: $2,410,000
Specs: Larger at (1,810 sq. ft.), 3 bed / 3 bath
Features: Busy location, less polished finishes, only 1-car parking
X-Factor: Walk-out yard & third small bath drove price up significantly
Comparable Property #2
Sold Price: $2,300,000 (earlier in the year, before prices rose)
Specs: Nearly identical in size, 3 bed / 2 bath, 1-car parking
Features: Detached property with views but less updated interiors
Takeaway: Equalized by views vs. subject’s superior finishes and yard
Comparable Property #3
Sold Price: $2,250,000 (earlier in the year, before prices rose)
Specs: Larger at 1,806 sq. ft., 3 bed / 3 bath, 1-car parking
Features: Lacked charm, needed cosmetic updates, but had a walk-out yard
Takeaway: Despite shortcomings, location & yard nearly matched subject’s value
Final Thoughts
The right way to do comps isn’t fast or easy, but it’s the path to becoming a trusted advisor in real estate. By layering your market knowledge, showing up in person, and walking clients through your reasoning, you’ll elevate your service above agents who simply rely on quick CMAs.
Your extra effort will always be worth it — because when clients trust your process, they trust you with their business.