eXp Executive Masterclass: Price Reductions with Russ Laggan

Are your listings sitting on the market because sellers are stuck on "last year's prices"? In this Executive Masterclass, Russ Laggan VP of Training at eXp Realty breaks down the exact psychology and scripts needed to price homes correctly in a stabilizing market.

Russ moves away from the complicated 50-page CMA and introduces the "One-Page Strategy"—a simple grid of Sold, Pending, and Active listings that proves value instantly. He also reveals his famous "Stick Figure/Sneaker Analogy" to handle unrealistic sellers who think their home is worth $50k more than the comps.

If you are tired of losing listings or having awkward price reduction conversations weeks later, this masterclass gives you the tools to get it right at the kitchen table.

🔥 KEY TAKEAWAYS:

✅The "2.3 Month Supply" Script: How to use absorption rates to set expectations for "Days on Market."
✅Should vs. Would: The powerful script that separates a seller's fantasy price from the market reality.
✅The "Sneaker" Analogy: A visual way to show sellers why buyers will always choose the cheaper option (even if theirs is "nicer").
✅One-Page Pricing: Why showing *too much* data confuses sellers (and how to simplify it).
✅Price Reductions: The "Good Morning America" script that explains why marketing cannot fix a bad price.

QUICK LINKS & RESOURCES:

🎓 Visit eXp University: https://www.expuniversity.com/
👉 Follow Russ Laggan: https://www.instagram.com/russ_laggan/?hl=en

CHAPTERS (Key Moments):

0:00 – Introduction: Market Lessons from the 2005 Crash
3:20 – The "Dip": Why you can't price like it's last year
4:30 – The Core Philosophy: Keep It Simple (3 Things Sellers Want)
6:55 – The "2.3 Month Supply" Script
11:00 – Price Fixes Everything (Location, Condition, Smell)
13:45 – The One-Page Strategy: Sold, Pending, Active
25:30 – Handling Objections: The "Should vs. Would" Conversation
28:00 – The "Sneaker Analogy" (Stick Figure Pricing)
34:00 – The "Good Morning America" Script for Price Reductions
35:10 – The Rule: The Market Talks with Its Feet

ABOUT THE SPEAKER:

Russ Laggan is the Vice President of Training for eXp University. A veteran of the 2005 housing crash, he specializes in helping agents navigate shifting markets through simple, high-impact scripts and strategies.

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