The Price Nobody Teaches You
Pricing is the part people dread most. Set it too high and nothing sells. Set it too low and you feel the loss for months. The frustrating truth is that there's no single right number for most objects, but there is a method that gets you close.
Start With Sold Prices, Not Listings
This is the mistake almost everyone makes first: they search for an item on eBay, see it listed for $400, and price theirs at $380. But listing price is wishful thinking. Sold price is evidence.
On eBay, filter search results by "Sold Items" under the advanced search options. On Etsy, sold listings are visible on a seller's shop page. On 1stDibs and Chairish, prices shown are asking prices, so you need to calibrate for the fact that many items sell below list.
Look for three to five genuinely comparable sold examples. Comparable means same maker, same model or pattern, same era, and similar condition. If you can't find close comparables, that's information too.
What "Fair Market Value" Actually Means
Fair market value is the price a willing buyer would pay a willing seller, with neither under pressure and both reasonably informed. It's the standard used in estate appraisals and insurance claims.
It is not the retail price. It is not what you paid. It is not what you wish it were worth. For most secondhand goods, fair market value sits well below retail and somewhat below what a specialist dealer would charge.
Replacement cost is different: it's what you'd pay to buy the same item new or from a dealer today. Insurance policies often use replacement cost, which is why insured values tend to run higher than what you'd actually get in a sale.
Account for Condition Honestly
"Good condition for its age" is not a condition description. Buyers want specifics:
- Any chips, cracks, repairs, or restorations
- Original finish or refinished
- Complete or missing parts
- Evidence of professional versus amateur repair
Being specific builds trust and reduces the back-and-forth that slows sales. It also protects you from returns.
Platform Matters
Where you list affects what you can reasonably charge:
- eBay reaches the widest audience and works well for collectibles, watches, cameras, and items with clear search terms.
- Etsy suits vintage and handmade goods with strong aesthetic appeal.
- Facebook Marketplace is best for large furniture and local pickup items.
- 1stDibs and Chairish work for higher-end antiques and design pieces, but they take meaningful commissions.
- Tappraise's marketplace is built for exactly this situation: you photograph an item, get an AI-generated description and value estimate, and list it directly without jumping between platforms.
Build In Room to Negotiate
Most buyers in the secondhand market expect to negotiate at least a little. Pricing 10 to 15 percent above your true floor gives you room to come down without feeling the loss.
The exception is fixed-price listings on platforms where negotiation isn't the norm. On those, price at what you'd actually accept.
The Right Moment to Lower the Price
If something has been listed for three to four weeks with views but no inquiries, the price is almost certainly too high. A 15 to 20 percent reduction usually resets the algorithm's attention and signals to returning browsers that something changed.
If it's getting views and inquiries but no sales, the issue might be photos or description rather than price. Fix those first before cutting the number.