What must a listing agent do if a seller indicates they might accept a lower price than the listed amount?

In this scenario, the listing agent is faced with sensitive information regarding the seller's willingness to accept a lower price than the listed amount. The correct approach in this situation is to keep the information confidential.

Confidentiality is crucial in the agency relationship. The seller has confided in the listing agent about their willingness to accept a lower price, which creates an obligation for the agent to protect that information. Disclosing the seller's price flexibility to prospective buyers could undermine the seller's negotiating position and potentially lead to a sale that is not in the seller’s best interest. The agent must act in the best interest of the seller and uphold the trust inherent in the relationship.

Other choices involve disclosing the seller's position to buyers or advertising a lower price, which would compromise the seller's negotiating strategy and violate the confidentiality principle. Maintaining confidentiality fosters a professional and ethical rapport between the agent and the seller, ensuring that the seller's needs and interests are prioritized throughout the transaction process.