How do you price a home when there’s nothing to compare it to? Gary Gold has the answer, and he’s sharing his system. Gold is the legendary agent behind the Playboy Mansion sale, the first home in Los Angeles to sell for $100 million, as well as the $150 million Chartwell Estate and the Hearst Estate. In this episode, he joins Paul Morris and Josh Spitzen to explain how he prices the most unusual homes on the market. It starts with doing away with the term “comps” and rethinking what a premier blue chip property brings to the table.

Connect with Gary Gold

https://soldbygold.net/

https://www.instagram.com/soldbygold/

Timestamps

• 00:00 Meet Gary Gold: from Hilton & Hyland to record-setting sales

• 04:55 The challenge of pricing a home with no comparables

• 07:15 Why Gary banned the word “comps”

• 11:50 Why “How’s the market?” is a meaningless question

• 16:35 The two-part answer to pricing luxury

• 21:50 Creating urgency without faking it

• 26:00 Pricing 5% high vs. 5% low

• 31:10 Gary’s AI-assisted valuation system

• 34:10 Quantifiable value vs. the “it factor”

• 40:20 The seller who wanted $26 million

• 43:30 When listings become billboards

• 48:40 The off-market offer that raised a tough question

• 51:50 The buyer who walked away from the house they wanted

• 55:50 The real purpose of the price of luxury

• 1:00:50 The restaurant waiter analogy

• 1:02:40 Finding the buyer for a $15 million Malibu listing