344: Selling in a Softer Market After a Bidding War Era Purchase

If you sold homes during 2020–2022, you likely helped buyers compete in bidding wars, escalate over asking, and stretch to win. Now? Some of those same clients are calling because they need to sell. And the market is… softer. In this episode, Katy and Alissa walk through what it really looks like when COVID-era buyers need to resell in a different market than they purchased in. From tight equity situations to emotional listing appointments, they're sharing honest stories, practical scripts, and how to protect your own mindset while delivering hard news. This isn't about panic. It's about professionalism. Here's what we cover in this episode: Why today's "soft market" is not the 2008 crash How to handle sellers who are breaking even (or barely making money) What to say when the comps don't support their expectations Why condition matters even more when you're pushing price The danger of "just offering an allowance" How to walk sellers through worst-case scenarios using a net sheet When renting might be the better move How to avoid carrying your clients' emotional stress If you're feeling that sinking-in-your-stomach feeling when running CMAs lately, this episode will help you reframe the situation, set expectations early, and guide your sellers with clarity and confidence. Key Quotes & Takeaways Katy: "Devastating news isn't breaking even. Devastating news is having to beg the bank to let you sell." Alissa: "You can care about your clients without carrying their stress inside your body." Katy: "If you're pushing the price above the comps, your condition has to be A-plus." Alissa: "I can't want this more than you do." Katy: "Are these the numbers you were expecting?" Products, People & Previous Episodes Mentioned: Seller Net Sheet + Buyer Cost Sheet: Want to toast someone on the show? Send us a voice or video message with your name, who you're toasting, and why! Email it to team@hustlehumblypodcast.com . Leave us a review at

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344: Selling in a Softer Market After a Bidding War Era Purchase is an episode from Hustle Humbly Podcast by Alissa Jenkins & Katy Caldwell.

This episode is 54:39 long.

This episode was published on Mar 9, 2026.

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