PRICING INTELLIGENCE MASTERCLASS

Pricing Intelligence Masterclass

The Pricing Intelligence Masterclass gives you the tools to turn pricing from confrontation into collaboration—helping you manage bias, earn trust and create a shared strategy that sellers believe in.

Pricing is one of the most complex responsibilities in real estate. It sits at the intersection of data, psychology, judgment and communication. Yet most industry training focuses only on the mechanics of creating a CMA.

This course goes much deeper.

Building on the CMA Technical Guide, included as pre-work, the Pricing Intelligence Masterclass explores the real challenge of pricing: establishing credible market value while navigating seller psychology, cognitive bias and the uncertainty that exists in every market.

Today, agents must also know how to work intelligently alongside AI-generated valuations, analyses and recommendations—whether they are produced by the agent, the seller or another platform. AI can process information, but it cannot replace the market knowledge, professional judgment and skilled communication required to build a pricing strategy that clients understand and trust.

In this interactive three-hour workshop, we move beyond spreadsheets and comparable sales to examine the human dynamics that shape pricing decisions.

You will learn how to:

• Establish credible market value using imperfect data
• Recognize and manage both seller bias and your own cognitive biases
• Communicate pricing strategy in a way that shifts perspective rather than creates resistance
• Collaborate with sellers as allies rather than adversaries
• Evaluate and respond to AI-generated pricing information with sound professional judgment
• Create positioning strategies that attract serious buyers and build trust

You will also be introduced to NIA, the Negotiation Intelligence Assistant, and how it can support thoughtful preparation for complex pricing conversations while keeping the agent’s judgment firmly at the centre.

This is not a “how-to” course on building a CMA.

It is a deeper exploration of pricing strategy and communication—where advanced pricing theory, professional judgment and real-world persuasion come together.

If you want to move beyond defending price and instead lead thoughtful, confident pricing conversations with sellers and buyers, this course will give you the framework to do it.

The course includes the CMA Technical Guide: Preparing a Professional and Accurate CMA, which is your required pre-work.

Course Details

Thursday October 15th, 2026

Noon - 3:00pm ET 

9:00am - Noon PT 

Cost is $299 includes CMA Technical Guide

Discounts for Multiple Registrations