How to set resale prices
Resale pricing isn't one number you set and forget. It's a few levers working together — limits, fees, dynamic price — and tuning them is how you sell more without losing control.
The idea#
It's tempting to think of resale pricing as one decision: pick a maximum price and move on. In practice, what fans pay and what sellers earn is shaped by several settings at once — and the same event can behave very differently depending on how you combine them.
The good news is that none of these levers is complicated on its own. The skill is knowing which one to reach for, and when.
The levers you control#
- Minimum and maximum price. They set the range a listing can be published in — the floor and the ceiling. See General Rules.
- Buyer and seller fees. They shape the total the buyer pays and what the seller actually takes home.
- Dynamic price (Smart Pricing). The seller picks a strategy and the price adjusts to demand on its own — no manual watching required. See Smart Pricing.
- Deal Score. A signal of how competitive each listing looks to a buyer, so good deals stand out. See Deal Score.
Caps and regulation#
The maximum price can be left open, or set as a cap tied to the original ticket — say, no more than 65% or 100% above face value. A cap is how you stay within local regulation or honor the promoter's commercial wishes.
The thing to avoid is setting it so tight that legitimate listings can't even appear. A cap that's too aggressive doesn't protect anyone — it just pushes activity off the official market and back into the informal channels you were trying to replace.
Letting price follow demand#
- Keep listings competitive without babysitting them. Dynamic pricing nudges a listing toward the price most likely to sell, so the seller doesn't have to sit watching the market all day.
- Turn empty demand into supply. When fans want tickets that aren't listed yet, NotifyMe Sellers invites holders to list — putting supply exactly where the demand already is.
Pricing across the event's life#
An event isn't priced the same on day one as on the day of the show. A simple way to think about it:
- At launch. Keep the range wide so early supply can come in and the market has room to form.
- In high demand. Favor rules that let tickets transact; don't leave caps so tight they turn willing buyers away.
- On the last day. Consider releasing the price limits to move last-minute inventory, and let Automations do it for you at the right moment.