“The majority of our clients are charging too little. They’re leaving money on the table without knowing it,” says Robert Tinterov, Founder and CEO of Priceagent, a pricing intelligence platform that’s revolutionizing how real estate professionals approach property valuation.
In an industry where pricing decisions directly impact both time-on-market and final sale value, Priceagent offers something remarkably different: real-time data on what buyers are actually willing to pay, not what historical comparables suggest they might.
Tinterov’s journey to founding Priceagent began with a fundamental question that haunts every sales professional: “When you sell something, sometimes you wonder, ‘Could I have charged more? Would they still have bought it?’ Or when you lose a deal, you think, ‘Maybe my price was too high. Perhaps a better price would have won the deal,'” he explains.
With a background spanning broadcast media and the early digital startup scene in Scandinavia, Tinterov found himself repeatedly drawn to this pricing psychology. This curiosity led him to become a pricing consultant, where he began developing the algorithms that would eventually power Priceagent.
“We wanted to make sophisticated pricing intelligence accessible to businesses of all sizes,” Tinterov says, “not just those who could afford expensive consultants and six-month project timelines.”
What sets Priceagent apart from traditional valuation tools is its approach to data collection. Rather than analyzing historical sales data, which may be outdated or incomplete, Priceagent collects first-hand consumer feedback through digital interviews and surveys.
“There’s a significant difference between using available data versus collecting new data,” Tinterov emphasizes. “We’re collecting firsthand data through digital interviews, surveying real people about their preferences and willingness to pay right now.”
This methodology ensures that pricing recommendations reflect current market conditions and consumer sentiment, not historical trends that may no longer apply.
In the real estate sector, Priceagent has worked with major developers like Skanska, the Swedish construction giant, to optimize pricing for new apartments and office spaces. The platform analyzes numerous factors that influence a property’s value:
For real estate agents specifically, Priceagent offers dual benefits. First, it helps optimize listing strategies by testing which premium features (better positioning, additional images, etc.) actually drive conversions. Second, it provides insights from the buyer’s perspective, revealing exactly what features command premium pricing in today’s market.
One consistent finding across Priceagent’s work with real estate clients is that there’s often more premium potential than sellers realize.
“All of our clients have opportunities to raise prices more than they expect, because there is always a premium,” Tinterov notes. “But it’s also important to understand which market segment you can raise prices on, and what specific features they value most.”
In commercial real estate, for example, Priceagent conducted studies in Amsterdam that revealed significant variations in willingness to pay for office space across different neighborhoods when those neighborhoods were in close proximity to each other. This granular insight allows for targeted price adjustments rather than across-the-board increases that might alienate certain buyer segments.
The ultimate goal of Priceagent isn’t simply to help sellers extract maximum value, but to create what Tinterov calls an “equilibrium between willingness to pay and offerings from the sellers.”
This balanced approach results in better business outcomes and more satisfied customers who feel they’re getting fair value. “When buyers pay what they expect to pay, rather than too little or too much, everyone wins,” Tinterov explains.
For real estate professionals navigating fluctuating markets and evolving buyer preferences, tools like Priceagent offer a data-driven alternative to traditional pricing methods and potentially unlock hidden value and create more efficient transactions for both buyers and sellers.
As Tinterov summarizes Priceagent’s value proposition: “Precision, fast, do it yourself. Take control of your pricing. Three key takeaways.”
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