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

Property isn’t Amazon, stop shopping by price

4 Mar 2026 · 1 min

Watch on YouTube

0:42

In this monologue, Guillaume Black argues that the listed asking price of a property is a marketing construct rather than a true market value. He likens the real‑estate mindset to Amazon’s “price is the price” model and warns buyers not to let the asking price dictate their offers. Black explains that professional valuations can differ by 10‑15% even when using the same lender’s panel, underscoring the absence of a single “true price.” He advises buyers to determine the property's worth based on their own numbers and the seller’s problem, and to make offers that align with those personal calculations. He cautions that if a first offer is immediately accepted, the buyer has likely over‑paid.

Chapters

If the asking price controls your offer, you don't understand how property deals actually work. 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 RIC 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.