FREE LIVE WEBINAR FOR REAL ESTATE PROFESSIONALS
Affordability Engineering
Before You Reduce the Price
A price reduction changes the price. It does not always solve the buyer’s monthly-payment, cash-to-close, or qualification problem.
Learn how to diagnose the real affordability constraint and compare seller-approved financing strategies before giving away equity that may not change the outcome.
Live online event · Registration required · Attendees receive an individual Microsoft Teams join link.
THE CENTRAL QUESTION
What problem is the listing actually trying to solve?
When a home is not moving, “reduce the price” is often the first recommendation. Sometimes that is correct. Sometimes the buyer’s obstacle is different—and the same seller dollars can be evaluated against a more precise objective.
Monthly payment
Would a permanent or temporary buydown improve the payment more efficiently than the same dollars applied to price?
Cash to close
Is the buyer constrained by available cash, reserves, or closing costs rather than the advertised purchase price?
Qualification
Would a different financing structure address a debt-ratio or approval constraint—or is a true price adjustment required?
WHAT YOU’LL LEARN
Four decisions agents should understand before recommending the next move
Diagnose the constraint
Separate a price problem from a payment, cash, qualification, property, or positioning problem.
Compare seller-dollar efficiency
Evaluate a price reduction beside closing-cost assistance, permanent buydowns, and temporary buydowns without assuming one answer fits every listing.
Protect seller control
Structure seller-approved affordability options with clear limits instead of advertising an open-ended concession.
Bring financing into the listing strategy earlier
Use lender analysis before the listing becomes stale—not only after a buyer appears with a financing problem.
BUILT FOR REAL LISTINGS
Bring the property that is creating the difficult conversation.
This session is designed for agents managing active listings, preparing for listing appointments, or trying to protect seller net while responding to payment-sensitive buyers.
Attendees may submit a difficult listing or buyer scenario for a private, obligation-free review. Property-specific recommendations require the actual seller economics, buyer constraints, program rules, and market context.
This session is especially relevant when:
- Days on market are rising
- Showings are occurring but offers are not
- Buyers say the payment is too high
- The seller is considering a price reduction
- Nearby builders are advertising financing incentives
- The seller must preserve equity for the next purchase
YOUR PRESENTER
Steve Combs
Area Manager and Senior Mortgage Strategist · NMLS #381933
Steve helps real estate professionals, homebuyers, homeowners, and sellers make better mortgage decisions through clearer numbers, stronger structure, and earlier planning.
This webinar extends The Listing Lender™ approach: seller protection, buyer-financing verification, and payment-focused marketing designed to support cleaner transactions and better-informed decisions.
MONDAY · OCTOBER 5 · 2:00 PM ET
Before you reduce the price, understand the constraint.
Reserve your seat for the live Affordability Engineering session.
Educational information only. Financing strategies, concessions, eligibility, and results vary by property, borrower, loan program, market conditions, and applicable guidelines. This event is not a commitment to lend or a guarantee of terms or outcomes.