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By Wim Schulte | eXp South Africa | Centurion | 27 October 2026
Here is an opinion that may make a few agents uncomfortable: a “stale listing” can be a polite name for a strategy nobody wants to challenge.
The seller hears, “The market is quiet.” The agent says, “Let’s give it more time.” Another week passes. The same photographs appear. The same price stays. Everyone hopes a different buyer will somehow produce a different result.
I believe sellers deserve a better explanation than that.
If we accept an asking price we cannot support just to secure a listing, we help create the problem we later ask the seller to solve. A flattering price can win a signature. It does not establish what a buyer will pay.
That does not mean every ambitious seller is unreasonable or every unsold home has a bad agent. It means our advice should survive a difficult conversation before the board goes up.
Would you rather lose a mandate by telling the truth, or keep it by postponing the truth? That is the debate I want our industry to have.
Here is the part that may upset the other side: cutting the price should not excuse weak marketing. Before asking a homeowner to accept less, an agent should be able to explain what has been done, who has been reached and where buyers are dropping out.
Are the photographs clear and honest? Are the property details correct? Can interested buyers arrange a viewing? Are enquiries answered promptly? Does the description explain why this particular home could suit someone?
More exposure cannot automatically rescue poor value. A lower price cannot make careless service acceptable. Both sides deserve scrutiny.
A social post can attract attention without producing a suitable buyer. I would rather discuss the path from listing views to enquiries, appointments, feedback and offers than celebrate a large impression count on its own.
Low visibility suggests one set of questions. Plenty of clicks but few enquiries suggests another. Viewings without offers calls for a closer look at what people experience at the property, the alternatives they can buy and the terms on offer. These are clues to investigate, not automatic proof that price is the only issue.
Property24’s article on reviving a listing highlights early reviews of pricing, presentation and buyer response. My view is that the useful principle is accountability: agree a review date before launch and arrive with evidence.
Two quiet weeks can justify an urgent discussion. They do not prove that every home should sell in fourteen days. Property type, location, price bracket, access and the available buyer pool all matter.
Refreshing an advert should mean improving the offer to buyers. It should not mean disguising the property’s marketing history. A new portal date does not necessarily mean a home is newly on the market.
Your memories matter. Your next purchase matters. Your outstanding bond matters to your plans. But a buyer will compare the home with the other choices their budget allows.
If the evidence and your required selling price cannot be reconciled, discuss your options honestly. Waiting, improving the property, changing the price or pausing the sale each has consequences. None guarantees a particular result.
Should agents refuse asking prices they cannot justify? And should sellers expect a documented marketing review before being asked to reduce?
Tell me where you agree and where you disagree in the LinkedIn discussion. Sellers: what would you want your agent to show you when the phone stops ringing?
Buying? Visit my property website to explore the homes displayed and contact me with your area, budget and must-haves. Availability and property details must be confirmed before you make plans.
Selling? Visit my website and use the contact options to request a conversation about your property, its competition and a practical marketing plan.
I would rather start with an honest conversation than an impressive promise.
Wim Schulte | eXp South Africa | Property in Centurion
Opinion and general information, not an individual property valuation or a guarantee of a sale. Reading that prompted this discussion: Property24: No showings or offers: How to revive a stale listing (26 October 2026). The views above are my commentary.