So instead of listing property at the going market rate, they hold out in hopes that they will sell the property at the same price that they paid for it—or a higher price. Selling a home or condominium can be emotional especially if the price you paid for it is higher than the market price. New York Times, September 2007. Classical economists say this makes no sense! The rational buyer and rational seller exchange goods according to an unspoken rule of the market: “Stuff is worth what it’s worth. Behaviorists studying human nature have found that people have what might be called an “irrational” aversion to losing money.” So, if you want to be successful in selling your property, or anything else for that matter, should you use the going price, not what you “think” it should go for?