Choosing Price over Patience: Why Price Reductions Are Surging—and What Agents Should Do

If your inbox feels flooded with “Price Reduced” alerts, it’s because sellers are adjusting—and the numbers prove it.

Nationally, reports show more listings are dropping their asking prices than at any time since 2020. Redfin recently noted that 20% of homes nationwide had a price cut in April, while MarketWatch estimated that nearly 44% of sellers are offering concessions like rate buydowns or closing-cost help,. In some metro areas, like Salt Lake City, more than 60% of homes sold below list price this spring. The clear takeaway: pricing power is tilting back toward buyers.

But how does that story hold up here in Massachusetts? Let’s dig into the MLS data for Bristol, Plymouth, and Norfolk counties.

Local MLS Trends: Price Reductions Rising

Bristol County
The percentage of listings with price cuts is climbing again, now hovering around 30–32%. After dipping in early 2025, reductions are rising sharply across both the lower- and middle-price tiers. Sellers here are feeling affordability pressure and adjusting expectations.

Plymouth County
The data is even starker: nearly 40% of listings now show price reductions—the highest level among the three counties. Since early 2025, reductions have spiked, especially in higher-priced homes. Buyers in Plymouth have more leverage than at any time in the last two years.

Norfolk County
With 35–37% of listings reducing prices, Norfolk sits between Bristol and Plymouth but still higher than last year. The trend is particularly pronounced in the upper price tiers, suggesting that wealthier buyers are more price-sensitive than before.

Together, these counties show the same cyclical ups and downs we expect seasonally (peaks in late summer/fall, dips in winter/spring). But compared to 2023, the overall levels are clearly higher, reinforcing that price cuts are a more common reality now.

What This Means for Sellers

Price Strategy Matters More Than Ever

Overpricing is no longer a harmless test of the market. With 30–40% of homes cutting later, it’s better to price realistically up front than to chase buyers down the road.

Early Adjustments Save Time & Money

The longer a home sits, the more stigma it attracts. Homes that reduce sooner tend to re-engage buyers quickly, while those that linger often see steeper cuts later.

Buyers Have Options

With more listings to choose from, buyers are less likely to stretch for an overpriced property. Meeting the market early increases your chances of securing motivated buyers before they move on.

Value is in the Eye of the Beholder

Reductions shouldn’t feel like failure—they’re often the smartest way to align with reality and close the deal faster. Sellers who respond quickly to signals are the ones who walk away with the strongest net proceeds.

What This Means for Agents

Proactive Pricing Wins

Sellers who insist on “testing the market” risk becoming one of the 1 in 3 listings that cut later. Starting closer to market reality often results in faster sales and stronger offers.

Target Buyers Strategically

Nearly 40% of homes in Plymouth County are discounted. That’s a goldmine for buyer outreach: “Let me show you where the best value opportunities are right now.”

Reframe the Conversation

For sellers, reductions shouldn’t feel like failure—they’re a response to shifting affordability. Use the data to explain that cutting now often nets more than chasing the market down later.

Highlight Opportunity

Buyers today are cautious but motivated. Price reductions can be marketed as “windows of opportunity”—especially if paired with incentives like seller-paid rate buydowns.

The Takeaway

The national headlines are real—and Massachusetts isn’t an exception. Roughly 1 in 3 listings in Bristol and Norfolk Counties and nearly 1 in 2 listings in Plymouth County are now reducing prices. The message to clients is simple: price smart beats price stubborn.

For agents, this is the moment to become the voice of reason: set expectations early, advise proactively, and turn reductions into opportunities. In this market, strategy—not hope—sells homes.