Pricing Gravityā„¢ with Steve Shull
Pricing high to see… is not a strategy. It is hope with a listing agreement attached to it.
You already know this. And yet you keep taking overpriced listings. This isn't a better script. It's a different map - six weeks, one cohort, built for agents done performing the pricing conversation instead of deciding it.
No One Benefits. Everyone Pays.
This is what an overpriced listing actually costs - every time, whether or not it ever sells.
The Seller
Loses the Critical Market Window, negotiating leverage, and often nets less than a correct initial price would have delivered.
The Agent
Loses reputation, referrals, sometimes the listing itself - and the trust of the next seller who hears how it went.
The Buyer Pool
The strongest buyers move on to a competitor's listing. They rarely come back once this one goes stale.
The Profession
One more overpriced listing confirms what sellers already suspect - that agents tell them what they want to hear.
Buyers see everything now ā€” instantly. Information velocity, universal access, compressed attention. The old edge is gone. The market didn't get harder to predict. It got harder to fool. The paradigm didn't change with it. Until now.
“There is a reason we got here.
However, there is no reason to stay here.”
Certainty vs. Discovery
Two different relationships with not knowing yet.
Six Weeks. One Idea a Week.
One 60-minute live session weekly. One case study carried start to finish. One operating principle installed at a time ā€” not a script.
Pricing Has Been Taught Backwards
Why "list high and see" has always been guesswork wearing the name of a strategy ā€” and how that paradigm outlived the market it was built for.
How Humans Make Decisions Under Uncertainty
The nervous-system science of why sellers, and agents, resist the truth under pressure ā€” and why data alone can't fix it.
Tactical Empathy
How to guide a seller to a truth they can actually hear, without arguing them into a corner to get there.
The Laws of Pricing Gravityā„¢
The governing rules of how a market actually reveals value ā€” and why a hypothesis beats a prediction every time.
Market Discovery
Reading the Critical Market Window while it's open ā€” buyer behavior, leverage, and the evidence that tells you what to do next.
Becoming a Pricing Professional
Integrating six weeks into one instinct ā€” the shift from predicting a number to designing a way to find out.
This Isn't a Better Script.
Most training gives you a better script for the same broken paradigm. This program changes the paradigm itself.
It doesn't teach you what to say. It teaches you to catch the moment an overpriced listing starts to feel like the right call - before you've talked yourself into it.
It doesn't pretend to remove uncertainty. It's honest about the guesswork, and disciplined about it.
It's built on evidence, not opinion - neuroscience, behavioral psychology, and market mechanics, not motivational slogans.
The Same Case, Six Weeks Running.
The idea doesn't stick because you're told it's cumulative. It sticks because of how each session is built.
Every week returns to the same running case - one real listing, carried from start to finish. Week four's Laws don't get tested on a new hypothetical; they get tested on the same deal week three left off with.
Each session opens by returning to what last week's idea actually produced - before the new concept is introduced. You're not starting cold; you're building on something you already watched work.
Between sessions, the week's idea gets applied to a listing already in your own pipeline - not a worksheet. By the time the next session opens, it isn't theory anymore. It's something you already tried.
Who's Teaching This
Founder and Head Coach of Performance Coaching, Steve Shull brings 34 years and over 70,000 hours of one-on-one coaching to the real estate industry - more than anyone in the world. A former Miami Dolphins linebacker and 1982 Super Bowl tri-captain, Steve’s approach removes the fear and fight from real estate, helping agents build stronger businesses while enjoying their lives.
The Last Time You Price by Hope.
- Six live 60-minute weekly sessions, taught to the full cohort
- One idea per week - concept, science, and how it applies
- The full case study, carried start to finish
- Written program materials for every week
- Six live sessions, Thursdays 1:30-2:30 PT, August 6 - September 10
- Every session recorded, so a missed week never breaks the sequence
Who is this program for?
Every agent who lists property - new agents and seasoned top producers alike. This isn't about inexperience. The best agents in the country take overpriced listings too; they just have enough volume to absorb the cost without noticing where it's coming from.
What if I can't attend a live session?
Yes - every session is recorded, so a missed week never breaks the sequence.
