The asking price is the most important lever when selling a property: it determines whether many interested parties get in touch or your listing remains online for months. A mere valuation provides you with just one figure – turning this figure into a specific listing price is a strategic decision in its own right. We show you how to derive a market-appropriate asking price from the determined market value, which pricing strategies are available, and how to use psychological thresholds and the search filters of property portals to your advantage.
Asking Price, Market Value and Sale Price: The Differences
Three terms are often confused, although they mean different things:
- Market value ( Verkehrswert): the objectively achievable price of your property. It is legally defined in § 194 BauGB as the price that could be achieved „in the ordinary course of business" without regard to unusual or personal circumstances.
- Asking price: the price at which you list the property. It is the result of a strategic decision and may deliberately be above or below the market value.
- Sale price: the amount actually stated in the purchase agreement at the end – usually after negotiations.
Remember: The asking price is derived from the market value, but is not identical to it. This difference is precisely where your room for negotiation – and your risk – lie.
What Is the Market Situation in 2026 – and Why It Determines Your Price
An asking price can only be set sensibly in the context of the current market. Following the declines of previous years, prices have stabilised: According to the Federal Statistical Office, residential property prices rose by 1.4 percent in the 1st quarter of 2026 compared with the same quarter of the previous year – following a recovery that brought the first annual increase since 2022 in 2025.
However, regional differentiation is crucial. While prices in the seven largest metropolitan areas have recently risen only slightly, they increased significantly more in many independent major cities outside the top 7 and in sparsely populated rural districts. For you, this means: A blanket surcharge „because prices are rising" is risky. Examine your specific micro-market – district, street, property type – before you set a figure set.
Five steps to the right asking price
Step 1: Determine the market value accurately
The basis is always a realistic market value. Use the land reference value – available free of charge via the official BORIS portal –, current comparable listings in your area and, if necessary, a valuation report. Only once this figure has been established does the actual pricing begin.
Step 2: Assess demand and the market situation
How many comparable properties are currently for sale? How long have they been listed? Limited supply and quick sales indicate a confident price, while an oversupplied market calls for restraint.
Step 3: Choose a pricing strategy
Decide whether to enter the market at the market value, slightly above it or deliberately below it. We explain the three tried-and-tested approaches in the next section.
Step 4: Allow for room to negotiate
Prospective buyers expect to be able to negotiate. A moderate surcharge of around 5 to 10 percent on the market value is a common rule of thumb to create room for negotiation without deterring buyers.
Step 5: Observe price thresholds and portal increments
Do not round the amount arbitrarily; instead, deliberately position it below the next round threshold – read below why this is so important.
Which pricing strategy suits your property?
There is no one right strategy – but there are three tried-and-tested approaches:
- Market-price strategy: You list the property close to the determined market value. This attracts broad, realistic demand and often leads to a swift sale. Ideal in a balanced market.
- Surcharge strategy: You set the price 5 to 10 percent above the market value to retain room for negotiation. This only works if the market value has been determined correctly and demand is right.
- Attraction strategy or bidding process: You deliberately start slightly below market value to attract many interested parties and drive the price up through competing bids. In sought-after locations, this can achieve the highest price, but it requires an active market and strong nerves.
Experts unanimously warn against starting at a significantly inflated price: Anyone listing for more than 10 to 20 percent above market value will generally experience a decline in demand, a lengthy marketing period and, ultimately, often a sale below value. A property that remains on the portal for months is quickly regarded as "“Unsellable property” – every subsequent price reduction then appears like an admission.
Psychological Price Thresholds and Portal Filters
Property portals and metasearch engines such as TraumImmo filter listings by price ranges – for example, up to 300,000 euros, up to 350,000 euros, up to 400,000 euros. Prospective buyers almost always enter a round upper limit in their search. This is precisely where it is decided whether your listing will be seen at all:
- Stay below the threshold: A property priced at 299,000 euros appears in all searches “up to 300,000 euros”. At 302,000 euros, you suddenly lose all prospective buyers who filter for exactly up to 300,000 euros – although the difference is only 3,000 euros.
- Think in 50,000-euro increments: Many buyers set their personal upper limit in increments of 50,000 euros. Thresholds such as 250,000, 300,000 or 400,000 euros are therefore particularly relevant.
- Separate additional properties: If your property, including a parking space or garage, is just above a threshold, it may make sense to set the main price below it and list the parking space separately.
- Precise rather than round: An “uneven” figure such as 349,000 euros appears calculated while also leaving room for a psychologically attractive perception of the price.
Advantages and Disadvantages of a Higher Asking Price
Whether you enter the market ambitiously or close to market value has specific consequences:
- Advantage – room for negotiation: A markup gives you room to meet buyers on the price without falling below your target.
- Advantage – anchoring effect: A higher starting price can shift prospective buyers’ perception of price upward.
- Disadvantage – less visibility: Above a price threshold, your listing drops out of many search results.
- Disadvantage – long marketing period: A price that is too high discourages buyers; the property remains unsold and loses appeal.
- Disadvantage – price decline: Necessary renegotiations often end below the market value that a realistic starting price would have achieved.
FAQ About the Asking Price
How much room for negotiation should I allow for?
As a rule of thumb, an addition of around 5 to 10 percent to the market value is considered appropriate. This allows you to meet buyers halfway without falling below your actual price target. It is important that the market value has been determined correctly beforehand – otherwise, you will be negotiating from a false basis.
Should I set the price too high or too low?
Both are risky, but a significantly inflated price is harmful often more. It costs visibility and time, and a listing that runs for a long time ultimately pushes down the achievable price. By contrast, an entry price that is slightly too low attracts many prospective buyers and can even lead to a higher sales price through competing bids.
What does “VB” or “Price on request” mean?
“VB” stands for negotiable price and signals that you are willing to negotiate the price. This appears flexible, but can attract bargain hunters. “Price on request” omits any figure from the listing entirely – this does, however, reduce visibility because your offer is excluded by price-based search filters. For most sales, clearly stating a price is the better choice.
How often may I lower the asking price?
As often as you like – legally, there is no limit. Strategically, however, price reductions should remain the exception: Frequent corrections make observers think it is a distressed sale. It is better to set a realistic price from the outset. If a reduction becomes necessary, it should be substantial enough to move below a new price threshold.
Does the asking price have to appear in the listing?
The purchase price itself is not legally required. However, certain energy values are mandatory: If an energy performance certificate is available, Section 87 GEG requires, among other things, the certificate type, final energy value, primary energy source, year of construction and energy efficiency class to appear in the property listing. Violations may be punished with a fine.
Conclusion: How to set the price correctly
The right asking price is determined in two steps: First, you establish a realistic market value, then you make a deliberate strategic decision based on it. Allow for moderate room for negotiation, align the amount with the portals’ search filters and stay below the next round-number price threshold. The most expensive mistake is starting too high: It costs visibility, time and ultimately real money. Those who set a market-oriented price strategically and with an eye to price psychology sell faster – and usually at a better price.