What should you say instead of 'comps' at a listing appointment? Allan Dalton's line
Quick Read
- Allan Dalton, former CEO of Realtor.com, says every time an agent says "comps," the seller thinks: "But they don't have five bedrooms."
- His replacement line: "Let's take a look at properties which buyers will be evaluating at the same time they're evaluating your home."
- Same data. Completely different frame. The seller stops arguing and starts thinking like a buyer.
- Use it the moment you would normally hand over the CMA.
You slide the CMA across the kitchen table.
Your seller looks at the first line and frowns.
"But that one doesn't have the finished basement."
Now you are arguing about a spreadsheet instead of talking about a buyer.
Why do sellers push back when you say "comps"?
Because "comps" sounds like a verdict on their house.
Every time an agent says "comps," Allan Dalton says the homeowner thinks the same thing: "But they don't have five bedrooms."
The word invites your seller to find the differences. Every seller can find a difference.
What should you say instead of "comps"?
Dalton's replacement line, as he delivered it at BAM Camp: Team Leaders in Scottsdale (Sep 22 to 23, 2026):
Let's take a look at properties which buyers will be evaluating at the same time they're evaluating your home.
A shorter kitchen-table version: "Let's look at the homes a buyer will tour the same weekend they tour yours."
| You say | Your seller hears | What happens next |
|---|---|---|
| "Here are the comps." | A judgment on their house | They argue every difference |
| "Here are the properties buyers will be evaluating at the same time as your home." | The buyer's shortlist | They ask how their house stacks up |
The data does not change. The frame does.
How do you use Dalton's line at a listing appointment?
Use it at the moment you would normally hand over the CMA.
Step 1: Say the line out loud before you show a single address.
Step 2: Walk each property as a buyer would. Which one would a buyer drive past first? Which one has the kitchen your seller's does not?
Step 3: Ask your seller the buyer's question: "If you were shopping this weekend, which of these would you pick?"
You are now on their side of the choice. You and your seller are both looking at the competition, together.
How do you keep using it after the listing goes live?
The work behind the line is work you already do: the drive-bys, the pending checks, the call to the listing agent across town.
Most sellers see that work once, on the day you set the price.
The person: Allan Dalton, former CEO of Realtor.com, speaking to team leaders at BAM Camp in Scottsdale. His point: the word "comps" is costing you the pricing conversation before it starts.
The tension: Your seller already knows the objection they are going to raise. The word "comps" gives them permission to raise it before you say anything else.
The takeaway: Keep the same frame every week after the listing goes live. "Here's what a buyer saw alongside your home this week, and here's what went pending." Now your seller sees what their house is up against, not just a number you picked on listing day.
That is how a one-time script becomes a weekly system that keeps your seller aligned with the market.
Frequently asked questions
What does Allan Dalton say instead of "comps"?
At BAM Camp: Team Leaders in Scottsdale (Sep 22 to 23, 2026), Allan Dalton's replacement line was: "Let's take a look at properties which buyers will be evaluating at the same time they're evaluating your home."
Why shouldn't agents say "comps" to sellers?
Allan Dalton says every time an agent says "comps," the homeowner thinks the same thing: "But they don't have five bedrooms." The word invites the seller to argue the differences instead of seeing the buyer's choices.
Who is Allan Dalton?
Allan Dalton is the former CEO of Realtor.com and an executive at Berkshire Hathaway HomeServices. He spoke on Day 1 of BAM Camp: Team Leaders in Scottsdale, Sep 22 to 23, 2026.
Does changing the word "comps" change the pricing data?
No. Dalton's swap uses the same comparable sales data. What changes is the frame: the seller sees the properties a buyer will evaluate alongside their home, not a spreadsheet grading it.
Sources: NowBAM, reporting on BAM Camp: Team Leaders, Scottsdale, Sep 22 to 23, 2026.