Pricing with Purpose: How Kim Parmon Builds a Smarter CMA
When most people think of a Comparative Market Analysis (CMA), they imagine rows of numbers and spreadsheets. For Portland top‑listing agent Kim Parmon, a CMA is not just about data. It’s a strategic tool that helps sellers understand how their home fits into the market now, and how to position it for maximum impact.
A Snapshot That Moves
“Your home doesn’t exist in a vacuum,” Kim says. A CMA is not a one‑time value but a dynamic snapshot of how the market is perceiving the house right now. With every new listing, price change or buyer shift the story changes. Kim starts by delivering a price range to her sellers. Then, just before the home goes live, she dives deeply into the active and pending comps to pick the exact list price.
Buyer Profile First
Kim doesn’t just look at square footage or bedrooms. Her first move is to ask: who will buy this property? What will that buyer compare it to? Whether it’s a walkable condo, a family home with a big yard or a fixer‑upper with upside, that buyer profile changes everything. From there she tours comparable homes herself and talks to listing agents to gather real‑world intelligence on what buyers are doing.
Strategy Over Guesswork
According to Kim, there are three pricing strategies. One is to list low and hope for competition. Another is to list at market value and find a serious buyer quickly. The third is to list high and wait, which in Portland can carry serious risk. Buyers here often get comfortable waiting for the right house instead of touring one priced too high. She uses the market data and her experience to propose the strategy she would choose if the home were hers—and then empowers her sellers to make the decision together.
Collaboration and Curiosity
Kim emphasizes that this process is not solo. She leans on her team, on other agents, on feedback from brokers and buyers. She treats every listing like a performance—prepared thoroughly, then adjusted based on real‑time audience reaction. Her advice to other agents? Break the pricing task into clear categories instead of chasing a single number. Stay curious. Ask questions. Use your peers.
The Takeaway
A CMA is more than just a number. It’s a plan, a story, a way to meet the right buyer at the right time. Kim Parmon brings creativity and data together to help sellers make confident decisions and reach their goals. Whether you’re selling now or just preparing for the future, her framework offers clarity and direction.
Episode 8 is live. You can find it on Spotify, Apple Podcasts, or anywhere you listen. Search for Open House: Everyday Excellence and start with Mastering the CMA with Kim Parmon.