How the Forti Homes Team Runs Comps (and Why It’s More Reliable Than the Zillow Estimate)

If you’ve ever talked about selling your home—even casually—someone has probably asked, “What’s the Zestimate say?”

Zillow’s Zestimate has become one of the most well-known figures in real estate, and when that number comes in higher than expected, it’s tempting to believe it’s your home’s true worth. But here’s the thing: Zestimates are not appraisals. They’re not even especially accurate in many cases.

At Forti Homes, we take pricing seriously. It’s one of the most important parts of getting your home sold quickly and for top dollar. And while the Zestimate might be a popular talking point, our comps are what drive real results—and often line up closely with what a certified appraiser would conclude.

Let’s break down what makes our pricing strategy different—and better.

The Problem With the Zestimate

Zillow uses an automated valuation model (AVM) to generate its Zestimate. It pulls from public data, MLS records, tax assessments, and previous sale prices. But that model doesn’t include anything about your home’s condition, upgrades, layout, or even neighborhood nuances. It’s a computer algorithm trying to act like a local expert—and that doesn’t always work.

According to The Close, Zillow’s median error rate is 1.9% for on-market homes and over 7% for off-market homes. That might not sound like much, but it can mean a difference of tens of thousands of dollars either way. And in many cases, Zestimates adjust after a home is listed—indicating that the initial number was never as stable as it seemed.

The issue isn’t just technical—it’s psychological. When a Zestimate is high, it can set unrealistic expectations. When it’s low, it can make sellers feel like they’re leaving money on the table. Either way, it’s not a solid foundation to build a pricing strategy on.

As Business Insider reports, even Zillow admitted that its valuation model couldn’t predict the market reliably, which led to huge financial losses in its home-buying business. If they couldn’t count on the Zestimate, why should you?

How Forti Homes Runs Comps (The Right Way)

When we’re helping a client determine the best list price for their home, we take a far more precise and thoughtful approach than any online estimate could. Our Comparative Market Analysis (CMA) process mirrors what licensed appraisers do—because accurate pricing is what sells homes.

Here’s how we do it:

1. We Focus on Closed Sales

Active listings are important when you’re thinking about competition, but they don’t tell us what buyers are actually willing to pay. Sellers can list their home for any price they want—it doesn’t mean it’s going to sell at that number.

That’s why we only use recently sold properties to determine value. A closed sale represents a price that a buyer agreed to and a lender approved—meaning it’s the most reliable indicator of market value. We don’t guess based on what’s currently sitting on the market. We look at what’s moved—and why.

2. We Keep It Local: 1–2 Mile Radius

Real estate is hyper-local. The home three miles away might look similar on paper but be in a completely different school district, township, or market environment. That’s why we limit our comps to homes sold within one to two miles of your property.

The goal is to find properties that truly reflect the same buyer pool—meaning they share your location, taxes, and desirability.

3. We Use a 3–6 Month Time Frame

Markets shift fast. Pricing your home based on sales from last year ignores interest rate changes, seasonality, and current supply and demand.

We focus on sales from the last three to six months to make sure we’re pricing based on the most up-to-date trends. If the market’s moving quickly, we’ll tighten that window even more. The goal is always to reflect today’s market—not the one from last summer.

4. We Match Property Features in Detail

We don’t just compare square footage and zip codes. We dig deeper.

Each comp we use is reviewed for key factors like:

• Number of bedrooms and bathrooms

• Interior finishes and upgrades

• Lot size and orientation

• Basement (finished or unfinished)

• Garage and outdoor spaces

• Roof, HVAC, windows, and more

The closer the match, the more accurate the comparison. The more accurate the comparison, the more confident we can be in your list price.

5. Our Pricing Often Matches the Appraisal

Because we approach pricing the same way an appraiser does, it’s common for our valuations to align closely with the official appraisal done during the sale process.

This matters because if your home is overpriced and doesn’t appraise, the buyer’s lender may not approve the loan. That can kill the deal—or force you into price negotiations mid-contract. We work to avoid that by getting it right from the start.

In fact, as Rocket Mortgage explains, real estate agents and appraisers alike aim to find at least three closed comps within the past few months, adjusting for any property differences to arrive at a fair value.

That’s exactly what we do—and it works.

So, What’s Your Home Really Worth?

At Forti Homes, we know your home is more than just numbers on a spreadsheet. But when it comes time to sell, the numbers matter. A great list price drives interest, creates competition, and gets your home sold quickly—without leaving money on the table.

We believe in transparency, precision, and making data-backed decisions. The Zestimate might be a fun place to start, but when it’s time to list your home, trust the team that knows how to run the right comps, interpret the market, and deliver real results.

Want to know what your home would actually sell for?
Reach out to the Forti Homes team today for a no-pressure market analysis.