How to price second-hand items so they actually sell
Price too high and your ad sits unanswered for weeks. Price too low and you give money away. Finding the middle is easier than it seems, and it starts with looking at what others ask.
Step 1: find three to five comparable ads
Search for the same item: same brand, same model, similar age. Ignore the cheapest and the most expensive ad, since those are usually a damaged item and an optimist. The prices in between are your range.
The price of a new one matters too. If the same item is in the shops with a warranty for only a little more than your asking price, buyers will choose the shop.
Step 2: place your item inside the range
Where you belong in that range depends on things a buyer can check:
| Raises the price | Lowers the price |
|---|---|
| Original box, charger, accessories | Missing parts or accessories |
| Receipt or remaining warranty | No proof of purchase |
| Little use, no visible wear | Scratches, dents, stains |
| A recent service or a new battery | A repair that will be needed soon |
| A popular colour, size or version | An unusual version few people look for |
Be strict with yourself about condition. “Like new” means a buyer could not tell it from a new one. If there are marks, call it “good” and price it that way.
Step 3: forget what you paid
The hardest part of pricing is letting go of the original price. What the item cost you three years ago does not matter to a buyer; what matters is what the same money buys them today. Electronics lose value quickly as newer models arrive. Solid furniture, good tools, bicycles and well-known brands hold their value much longer.
Step 4: decide whether you will negotiate
There are two honest ways to do it:
- Fixed price. Ask what you really want and say so. This suits direct purchase, where the buyer pays the listed price on the site.
- Negotiable. Mark the price as negotiable and leave a modest margin, enough to give a little without ending up below your minimum.
Decide your lowest acceptable price before the first message arrives. It is much easier to answer a low offer politely when you already know your limit.
Step 5: think about the whole cost for the buyer
Buyers compare totals. If your item has to be shipped, say who pays for it. If it has to be collected from a town far away, expect that to affect what people will pay. Being flexible about pick-up times or offering to ship can be worth more than a small price cut.
Step 6: watch the reaction and adjust
The market tells you quickly whether the price is right:
- Many messages within hours: you may have priced it low. That is fine if you wanted a quick sale.
- Views but no messages: the item interests people, the price does not. Lower it a little, or improve the photos and description.
- No views at all: the problem is probably the title, the category or the first photo, not the price.
If nothing happens after a week or two, a visible price drop works better than waiting. Edit the ad rather than posting a second one.
Selling several things?
A bundle (“console with two controllers and three games”) often sells faster than the pieces one by one, and saves you several handovers. If you have many identical items, post a single ad and set the quantity instead of repeating the ad.
When the price is set, make sure the rest of the ad supports it: how to write an ad that sells and how to take product photos with your phone.