Guillaume BlackPropTech Leader | "Deals are made, not found" | Helping investors find motivated sellers & close profitable deals

Property isn’t Amazon, stop shopping by price

10 Mar 2026 · 1 min

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In this advisory video, Guillaume Black argues that the listed asking price for a property is a marketing construct set by agents, not a true market value. He likens the mindset to Amazon’s price‑shopping habit, emphasizing that property pricing works differently. Black explains that even professional valuations can differ by 10‑15% between RICS surveyors and lenders, underscoring the absence of a single “true” price. He advises investors to determine the property's worth based on their own numbers and the vendor’s needs, and to make offers accordingly. He warns that if an investor’s first offer is accepted, it likely means they over‑paid.

Chapters

Ignoring the asking price is the single best habit you can build as a property investor because the asking price is fiction. The asking price is the agent's marketing number. It's what they pitch to the vendor to win the instruction. Amazon has conditioned us where the price is the price where you add to the basket, and property doesn't work like that. So remember, nothing stacks at asking price. That's not a market problem. That's just how property works. So your job is to figure out what the property is worth to you and how you can solve the vendor's problem. Then if you send 2 RICS surveyors, valuers on the same property, on the panel of the same lender, you'll find that they'll be 10-15% apart. So even if the pro can do it. There's no such thing as a true price. It just doesn't exist anyway. So offer on what works for you, on the numbers that work for you, and offer what works for your numbers. And just know that if your first offer gets accepted, you've offered too much.