The (Ticket) Price is Right!
When reselling season tickets, setting the right price is arguably the most important factor in ensuring they sell.
Price them too high, and fans won’t buy them. Price them too low, and you may leave money on the table.
Even more challenging is that pricing varies from game to game, team to team, and even season to season. So how do you keep up with pricing to know what’s right?
Research comparable ticket prices.
It’s important to know what similar tickets are listed for. Visit resale sites like Ticketmaster® or StubHub® to view the price of tickets listed for sale near your seats. If no seats are available, look in similar sections—such as immediately to either side of your section, or directly opposite your section in the stadium. Look for seats that have a similar proximity to the action.
Pro Tips:
- When looking at other resale sites, note whether the prices shown include fees. Each marketplace has different ways of displaying ticket prices and if you’re pricing based on comparables with fees included, you may price your tickets too high.
- Filter your search on other sites based on how many tickets you’re selling. The difference between ticket pack sizes can be significant. Larger quantities have less competition and may sell for a premium to a group looking to sit together. However, they’re also likely to sell in smaller groups, so don’t price yourself too far out of range.
Consider pricing your tickets based on the average of comparable tickets. To increase the likelihood of a sale, set your price slightly less than the average. Additionally, keep in mind that if your tickets are on an aisle, front row, or another prime location within the section, you may be able to set a slightly higher price, as fans are often willing to pay more for these seats.
Monitor market conditions and adjust accordingly.
One of the biggest mistakes ticket sellers can make after they list their tickets is to not check back on their ticket prices. As the season progresses, several variables can influence demand and ticket prices, both positively and negatively. Some examples include team performance, player injuries, and weather, to name a few. Additionally, ticket prices usually tend to drop as the event gets closer.
If your event is approaching and you haven’t reviewed the price of your tickets, you may find that you’re priced out of a sale, with all remaining tickets around you listed at a lower price.
Pro Tip:
We recommend monitoring your ticket price at least once a week to start, then daily in the week leading up to the game. Set reminders for yourself so you don’t forget and try to keep up with your team’s performance to know as soon as new variables may be introduced that could affect demand and price.
Leverage Pro Pricing from FlipSeats
With Pro Pricing, your tickets will be priced and routinely monitored by our experienced pricing team. Their sole job is to know the market and price tickets appropriately for market demand—to not only ensure a sale but also at the best price for you. And the best part is that it doesn’t cost anything extra to use this service!
Give FlipSeats and Pro Pricing a try for your next ticket sale.
