Price, Cost And Value: You (And Your Clients) Should Be Looking At All 3

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After we speak about cash, whether or not we’re taking a look at operational expenditures, income or launching a brand new itemizing, we typically lose sight of the totally different layers which might be constructed into the numbers we’re evaluating. These will be damaged down into worth, value and worth.

Whereas we typically use these phrases interchangeably, they actually converse to totally different elements of the numbers you crunch. Whether or not you’re balancing your brokerage’s funds or serving to your purchasers to judge a number of affords, check out all three of those to make the very best selections.


Value is outlined as “the amount of cash given or set as consideration for the sale of a specified factor.” (All definitions are courtesy of Merriam-Webster.)

On your purchasers

If you’re working with purchaser purchasers, you’re seeking to get them a worth that’s not solely throughout the vary of what they’ll afford, however that additionally represents a good (or greater than truthful) market worth. 

If you’re working with vendor purchasers, you’re seeking to get them the very best worth in keeping with market situations and perceptions of worth, together with a worth that may assist them put their objectives into movement (reminiscent of upsizing or relocating).

Be aware that perceptions of worth can have a huge impact on the worth and might change primarily based on market situations in addition to private preferences.

For your online business

The value you cost in your providers could also be fee-based or percentage-based. For some actual property professionals, the worth is fastened and immutable whereas others are prepared to barter.

The value you pay in your workplace, and the products and providers that you must run it, can contain numerous variables. You could be prepared to pay a better worth for an workplace in a greater location, both as a result of the market there’s extra energetic or the situation itself affords you extra visibility or foot visitors.

Equally, you could be prepared to pay extra for higher signage, higher-quality advertising supplies, high-end furnishings and different objects. These larger costs could also be a waste, or they might come again to you within the type of an improved notion of your online business and a better variety of purchasers.


Price is outlined as “the quantity or equal paid or charged for one thing.” Discover that worth is the amount of cash set, whereas value is the amount of cash paid, which will be totally different.

The true distinction comes within the second definition: “the outlay or expenditure (as of effort or sacrifice) made to realize an object.”

On your purchasers

Say your purchaser purchasers are taking a look at two properties listed for precisely the identical worth. One is newer, stuffed with updates and has a clear pre-inspection. The opposite is older, has deferred upkeep, and is being bought as-is.

Whereas the worth is similar, the fee to your purchasers just isn’t. That doesn’t imply that it’s a superb or unhealthy factor. The extra upgraded house could also be smaller or could also be in an undesirable neighborhood. The fixer-upper could also be on the waterfront or in a historic district or could have rental potential the opposite house lacks.

The price concerned in entering into the house, and getting the house into optimum situation, can differ extensively for various properties and for various causes.

Equally, for sellers, getting “their worth” could contain a number of post-inspection updates, vendor closing assist, or different hidden prices. In some circumstances, it might make extra sense to goal for a lower cost with the intention to keep away from expensive lodging through the escrow course of.

For your online business

Equally, your online business will dwell and die by the prices related to operations. How a lot are you spending for advertising? How a lot are you spending for workers? 

Should you’re getting enough ROI for these prices, they might be greater than worthwhile. Nevertheless, if you happen to’re not monitoring your prices and the returns they supply, you could be throwing cash down a gap each month with out even understanding it.

Many enterprise house owners are short-sighted in terms of prices and suppose that by being tight-fisted, they’ll guarantee profitability. Nevertheless, paying much less for a less-efficient employees member isn’t a cost-savings, and will find yourself costing extra in the long term. Equally, making do with a less-effective tech stack may hold you from garnering new enterprise, taking cash out of your pocket on daily basis.


The primary definition of worth is “the financial value of one thing.” To date, so comparable. Nevertheless, take a look at among the secondary definitions: “relative value, utility, or significance” and, extra importantly, “one thing (reminiscent of a precept or high quality) intrinsically invaluable or fascinating.”

On your purchasers

After we take a look at worth because it pertains to your purchasers, we get into the realm of private perceptions. We’ve all seen folks pay prime greenback for a humdrum house in the correct location — near work, in a superb college district or near their household or associates.

If you’re advising your purchasers, you must know what is really essential to them. You could be a wizard at crunching the numbers in your spreadsheet, however if you happen to’re not getting on the core of what issues in your purchasers, if you happen to’re not having these in-depth conversations with them up entrance, you’ll by no means persuade them that your numbers are the entire story, as a result of they’re not.

If you’re making a seek for your consumers, guarantee that the issues they worth are a part of the equation. If you’re advertising a house in your sellers, just remember to’re keying in to the intangible value-adds so as to entice consumers who’ll look previous each the worth and the price of the house — and fall in love.

For your online business

What are you able to do so as to add worth to your online business, each in your brokers and in your purchasers? Are there cost-effective methods you could make folks really feel one thing particular once they stroll within the door? Are there methods you may get out into the group and add worth — doing good whereas additionally doing properly?

Are you struggling to current an upscale picture? Are you overspending in your online business to attempt to faucet right into a sure market section or worth level? There will not be worth in that for you, and you could discover that serving a special area of interest or buyer base might be less expensive whereas permitting you so as to add extra worth to the purchasers you serve.

Do you delight your self in your fancy workplace or your big employees? You could discover that they’re probably not including worth to your online business’s backside line. Alternatively, you could discover that you simply’ve been avoiding expenditures or new hires or scalability choices that may add great worth, both out of worry or a foul case of imposter syndrome.

Lengthy story brief, whether or not you’re itemizing a house, evaluating an funding or increasing your online business, dig deep and get previous the price-related sticker shock to search out out the fee and worth of the alternatives you’re making. You could be shocked at the way it adjustments your perspective.

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