Negotiation Has Changed More Than You Think
The best negotiation rarely feels like a battle. It feels like a conversation where both sides start to understand what actually matters to the other. In real estate, that shift from fighting over positions to uncovering priorities is where deals either get made or fall apart. Price is just the starting point.
How do I negotiate a higher price when selling?
Your leverage in a negotiation starts before anyone writes an offer. Pricing, preparation, presentation, and buyer confidence all shape what a buyer is willing to put on paper.
In Santa Clara County, that groundwork is paying off. According to MLSListings' September 2026 County Summary Report, single family homes there sold at 103% of list price, with a median of $1,880,000 and just 12 days on market. That kind of result does not happen by accident. It happens when sellers show up prepared.
Santa Cruz and Monterey sellers are working with a slightly different dynamic. That same report shows both counties closing at 99% of list, with median days on market of 26 and 27 respectively. Still solid, but the math tells you the cushion is thinner and the conversations require a little more skill.
If you want to know where your home stands before pricing it, a free home valuation is a good place to start.
What do buyers value besides price?
This is where most sellers leave money on the table. They focus entirely on the number when the buyer might care more about something else entirely.
Imagine two buyers submitting offers on the same home. One asks for a lower purchase price. The other asks for a longer closing timeline. At first glance, both appear to be negotiating. But they're solving different problems. Maybe the first buyer is stretching financially and needs a payment they can comfortably afford. Maybe the second buyer is waiting for the sale of another home. The requests look different because the needs are different.
That's why experienced negotiators spend less time reacting to demands and more time understanding what's behind them. Some common things buyers value beyond price:
- A closing date that fits their move or school schedule
- A rent-back that gives you extra time to find your next home
- Fewer contingencies or a shorter contingency window
- Confidence that the loan will actually close
- Transparency about the inspection findings up front
- A seller who communicates cleanly and does not create drama
Different people value different things. That's why two agreements with the same purchase price can produce completely different outcomes for a seller.
Should I accept the first offer?
Not necessarily, but do not dismiss it either. The right question is not "is this the highest number?" It's "is this the strongest deal?"
Look at the full package: the financing, the contingencies, the closing timeline, and the buyer's track record. A slightly lower offer with a pre-approved buyer, no loan contingency, and a clean 21-day close may be worth more to you than a higher number attached to a shaky loan and four rounds of back and forth.
Market speed matters here too. According to MLSListings' September 2026 report, Santa Clara County homes moved in a median of 12 days. In that environment, a strong first offer is often the best offer you'll see. In Santa Cruz and Monterey, where homes sat 26 and 27 days respectively, you may have a little more room to evaluate.
You can see how your local market is moving right now on the Santa Clara market page or the San Jose market page.
How do repair requests work after inspections?
The inspection period is a second negotiation. Full stop. And sellers who are not ready for it often give more than they need to.
When a buyer submits a request for repairs after the inspection, you have options. You can fix the item, offer a credit, reduce the price, reject the request outright, or propose something else entirely. There is no rule that says you must say yes to everything.
The strongest question in this moment is not "what do you want?" A better question is "what's making this important to you?" Sometimes a buyer raising a roofing concern is actually worried about insurability, not the cost of shingles. Understanding that changes the conversation entirely.
If you know going in that a specific issue will surface, handling it before you list can remove a lot of friction. Buyers are more confident when sellers are upfront, and confidence makes people more flexible.
How does the local market change my negotiating power?
Quite a bit, actually. Your county, your price range, and even your neighborhood can shift the balance of a negotiation before anyone says a word.
Santa Clara County sellers are in a strong position. The 103% of list figure from MLSListings' September 2026 report tells you that multiple offers are still common and buyers are stretching to compete. Inventory is up 21% from September 2025, according to that same report, so buyers have more choices than they did a year ago. But with only 12 days on market, well-priced homes are still moving fast.
In Santa Cruz and Monterey, where homes are landing at 99% of list with nearly four weeks on market, sellers still have reasonable footing, but the margin for error is smaller. Pricing needs to be sharper, and the conversations around repairs and terms deserve more care.
The people who consistently reach the best outcomes in any market are not usually the loudest or the most aggressive. They're the most curious. Because behind nearly every position is a person trying to solve a problem, and the moment you understand that problem, the negotiation becomes far more productive.
Trust is also a real advantage. People become more flexible when they trust the person across from them, not because they're weak, but because uncertainty starts to disappear. Confidence opens doors that pressure often closes.
Good negotiators also listen for what is not being said. A buyer who keeps circling back to commute times may be worried about work-life balance. A seller focused on the closing date may care less about price than getting out before school starts. Those concerns rarely appear in the contract. But they shape every decision.
The goal is not to win. It's to help both sides move forward feeling they made a good decision. When people feel heard, they're more willing to solve problems together. That's true in selling your home. It's true in business. And it's true in life.
Frequently Asked Questions
Can I counter multiple offers at the same time?
Yes. California sellers can issue a counter to more than one buyer simultaneously, but the paperwork and timing have to be handled carefully to avoid accidentally accepting two offers at once. Talk to your agent before you do it.
What concessions are common right now?
It depends on the county and the deal, but repairs, credits, flexible closing dates, appliances, and help with rate buydowns are all on the table. The best concession is whichever one solves the buyer's actual concern without costing you more than it's worth.
Who pays closing costs in California?
A lot of closing costs follow local custom, but almost everything can be negotiated in the purchase agreement. Your agent can walk you through what's typical in your county and where you have room to push back.
Is the highest offer always the best offer?
No. A slightly lower offer with stronger financing, cleaner contingencies, and a buyer who actually closes can be the safer and smarter deal. The headline number is just one part of the picture.
Should I negotiate repairs before listing?
If you already know something will raise flags during an inspection, handling it early can protect buyer confidence and reduce friction after you're in contract. Surprises in escrow are rarely good for anyone.
Coming up next in The Market Reset: many people believe success comes from buying at exactly the right moment. But what if perfect timing is something none of us can consistently predict? Next, we'll look at why timing the market is so difficult, and why making the right decision often matters more than making it at the perfect moment.
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What's your home worth today?
Online numbers are a starting point. If you want the real answer for your home and your street, I'll put together a free, personalized home valuation for you, no pressure and no obligation. Get your free home valuation here, or call or text me at (650) 695-1919.
Sirrom Alizem
REALTOR® | eXp Realty Nor Cal Inc | DRE #02137532
(650) 695-1919 | sirrom@realtywithsirrom.com | www.realtywithsirrom.com
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