Why Your Listings Aren’t Selling —and How To Fix It

By Greg Harrelson

Greg Harrelson is the founder and leader of the largest Century 21 offices on the East Coast. With offices located throughout South and North Carolina, Greg coaches the top real estate talent in the Carolinas and also founded Real Estate Sales Solutions which has coaching programs like the Agent Success Academy.

Why are so many listings failing to sell right now? Most agents are currently facing this common challenge. The days continue to accumulate, the property remains unsold, and sellers become increasingly frustrated. Often, they reach out asking why their home has not sold yet, and the pressure starts to build.

This issue is not unique. In a recent poll, 41% of real estate agents identified getting their listings sold as the number one challenge in today’s market. With that in mind, I want to share three key strategies that I consistently rely on to ensure my listings have the best chance of selling in a shifting environment.

1. Set the right price from day one. Although pricing a property correctly might seem like common sense, it can’t be overstated. In a market showing signs of softening, pricing accurately from the start is more important than ever. Sellers understandably want the highest possible price for their property. However, achieving that goal often requires pricing it more competitively upfront.

In my experience, competitively priced homes attract serious buyers faster and receive stronger offers. I rely on market data and emphasize transparency during pricing discussions. Properties listed for over 30 days are not true competition. I encourage sellers to focus on what is actually selling, and I set this expectation early to avoid resistance later.

2. Maintain proactive and consistent communication. Another key factor in getting homes sold is maintaining regular, proactive communication with the seller. If agents wait for the seller to initiate contact, the tone of those conversations is often reactive and tense. Sellers usually ask pointed questions such as, “Why hasn’t my home sold?” or “What are you doing to market it?” These inquiries can feel accusatory, even if that is not the intent.

To avoid misunderstandings, I contact my sellers weekly, even if there’s little to report. I share market data, recent sales, and market shifts, and outline my marketing efforts. This keeps them informed, shows active promotion, and helps separate my performance from broader market conditions.

3. Reevaluate pricing every 21 days. If a home hasn’t sold after 21 days on the market, it’s time to have a pricing conversation. The reality is that homes that sit too long begin to lose buyer interest. Their perceived value declines, and other agents and buyers start to view them as stale listings.

To prevent loss of momentum, I schedule price reviews every 21 days. At the listing presentation, I explain that each three‑week cycle includes a full reevaluation of pricing, marketing, and strategy. This routine makes adjustments expected, so sellers are more receptive when changes are needed.

Pricing strategically, maintaining regular communication, and being proactive about price adjustments are the three pillars I rely on to ensure that my listings don’t linger on the market.

If you find yourself struggling to get listings sold, or even to secure listings or convert hesitant buyers, I encourage you to reach out. I’m here to support you.