22% of Sellers Are Cutting Their Price. Here’s How to Avoid Being One of Them
Shelly O'Neil October 26, 2026
Shelly O'Neil October 26, 2026
If you're thinking about selling your home in San Diego County, here's a statistic worth paying attention to.
According to Redfin, 22% of homes listed for sale nationally had a price reduction during the four weeks ending October 11, 2026, the highest percentage recorded since 2021.
And we're seeing something similar right here in San Diego County.
In September, 22.3% of homes for sale in San Diego County had a price reduction. That's more than one in five homes.
Does that mean home values are falling? Not necessarily. In fact, San Diego County's median sale price was approximately $913,000 in September, up 1.4% from a year ago.
What it tells me is that buyers are paying attention to value, and sellers need to be strategic about pricing.
After 20 years in real estate, I've learned that one of the most important decisions we make happens before the home ever hits the market.
It's determining the right launch price.
Here are six things I encourage every San Diego homeowner to consider before listing.
One of the biggest mistakes sellers make is looking at what their neighbor sold for six months ago and assuming their home should sell for the same amount, or more.
Unfortunately, that's not always how the market works.
According to Redfin's September 2026 data, San Diego County's median sale price was $912,957, up 1.4% year over year. But the number of homes sold dropped 8.8%, with just 1,939 closings.
So while prices are holding relatively steady, fewer homes are selling.
And there's an important distinction between property types. The median detached home price was $1,079,000, up 5.8% year over year, while condos and townhomes had a median price of $670,000, down slightly.
That's why I don't rely on countywide averages alone.
When pricing a home, I look at recent sales, pending transactions, active competition, and buyer demand in that specific neighborhood and price range.
What sold last spring matters, but what buyers are willing to pay today matters more.
I always remind my sellers that the listing price and the final sales price are two different things.
The launch price is designed to attract qualified buyers and generate interest. The final sales price is determined by what a buyer is willing to pay and what a seller is willing to accept.
Ideally, I'd love to create enough interest that we're negotiating between multiple buyers rather than waiting for one offer.
Here's something interesting.
In September, 32.2% of San Diego County homes sold above asking price, according to Redfin.
At the same time, more than one in five active listings had a price reduction.
The takeaway? Buyers are still willing to compete for homes they believe offer value.
I don't believe in leaving money on the table, but I also don't believe in chasing a price the market isn't supporting.
The goal is to position your home to attract the strongest possible offers.
The first couple of weeks after your home hits the market are incredibly important.
Your listing is new, buyers are receiving alerts, and your marketing is reaching its largest initial audience.
In September, San Diego County homes spent a median of 33 days on the market.
But that number doesn't tell the whole story.
Homes priced appropriately can sell much faster, while overpriced properties may sit for weeks without meaningful activity.
And the longer a home sits, the more buyers start asking questions.
Why hasn't it sold? Is there something wrong with it? Will the seller take less?
Sometimes there's absolutely nothing wrong with the property. It simply entered the market at a price buyers weren't willing to pay.
I'd much rather spend the time developing the right strategy before we launch than spend the next 60 days trying to regain momentum.
This is something I discuss with my sellers before we ever go live.
How many showings should we expect? What feedback are we getting? Are comparable homes going into escrow while ours is still sitting?
And most importantly, what's our plan if the activity isn't there?
I don't believe in putting a home on the market and simply hoping the right buyer comes along.
Sometimes sellers want to test an aspirational price, and I'm not necessarily opposed to that, provided we both understand the risks.
In those situations, I like to establish a 10-day review period before we list.
If the activity and feedback don't support our launch price, we've already agreed to revisit the strategy.
And remember, a price improvement isn't necessarily a failure. Sometimes it's simply the right response to what the market is telling us.
The key is making that decision before we've lost too much momentum.
Most buyers will see your home online before they ever schedule a showing.
And in a market where buyers are being more selective, presentation matters.
Professional photography, video, thoughtful staging, and strong marketing can make a tremendous difference.
Before photo day, I encourage sellers to focus on a few things:
Here in San Diego, outdoor living is a big part of the lifestyle, so patios, pools, and entertaining spaces deserve just as much attention as the interior.
And remember, even the best marketing can't overcome a price that doesn't make sense.
A buyer asking for a concession doesn't necessarily mean they want a lower purchase price.
Sometimes they need help with closing costs, repairs, or buying down their mortgage rate.
For example, a buyer offering $1.5 million with a $15,000 closing cost credit might be worth considering, depending on the seller's goals and the overall terms.
Of course, that credit still affects your bottom line, so we need to evaluate the entire offer.
Price is important, but so are financing, contingencies, closing timelines, and the buyer's ability to perform.
That's why I look at the entire offer, not just the number at the top of the contract.
San Diego County is still a desirable place to live, and well-priced homes continue to attract buyers.
But we're not seeing the same market conditions everywhere.
In September, detached homes had just 2.4 months of inventory, down 12.9% from last year. Meanwhile, condos and townhomes had approximately four months of inventory, giving buyers more options.
What's happening with a luxury property in Del Mar may be completely different from what's happening with a condo in Mission Valley or a single-family home in Rancho Bernardo.
And that's why understanding your specific market matters.
I've always believed that the best listing strategy starts with an honest conversation about the market, your goals, and what we can realistically expect.
That doesn't mean we shouldn't aim high. It means we need a plan to get you the best possible result.
If you're thinking about selling your San Diego County home in the next three to six months, I'd encourage you to start preparing now.
Let's look at what's actually selling in your neighborhood, what buyers are responding to, and what improvements might make sense before your home goes on the market.
Because selling your home isn't just about putting a sign in the yard.
It's about pricing, preparation, presentation, and negotiation.
Thinking about selling your San Diego County home? I'd be happy to help you understand what your property could sell for in today's market and develop a strategy that makes sense for you.
We're excited to connect with you and help you achieve your real estate goals. Whether you have questions about buying, selling, or investing, or you simply want to learn more about our services, we're here to provide the information and guidance you need. Let's connect today!