Why Pricing Is Everything
Overpriced aircraft sit. Underpriced aircraft sell — but you leave money on the table. The goal is to price your aircraft at fair market value: high enough to maximize your return, competitive enough to attract serious buyers quickly. Here's how to do it systematically.
Start With Published Valuation Guides
Two primary valuation resources are used throughout the aviation industry:
- Aircraft Bluebook — provides quarterly pricing data on a wide range of piston, turboprop, and jet aircraft, broken down by condition rating.
- VREF Aircraft Value Reference — another widely used guide, especially for turbine aircraft and business aviation.
These guides provide a baseline — not a final answer. They're starting points that must be adjusted for your specific aircraft's condition, equipment, and local market.
Research Active Listings
Search for your exact make, model, and approximate year on major aviation listing platforms. Pay attention to:
- How many comparable aircraft are currently listed (supply level)
- The asking price range for similar total time and condition
- How long listings have been active — stale listings often indicate overpricing
Remember: asking price and sold price can differ. Buyers typically negotiate, so factor in a reasonable negotiating margin when setting your ask.
Key Factors That Adjust Your Price
Engine Time
This is usually the most significant value driver after the airframe itself. An engine at mid-time is worth more than one approaching TBO (Time Between Overhaul). If your engine was recently overhauled or is factory new, highlight this prominently — it's a strong selling point that justifies a premium.
Avionics Package
Modern avionics — especially a glass cockpit, ADS-B Out, or a modern GPS navigator — add meaningful value. Document every avionics item installed and its approximate age or last service date. Buyers are willing to pay more for a well-equipped panel because upgrading avionics after purchase is expensive and disruptive.
Damage History
Aircraft with documented damage history, even if properly repaired, typically sell at a discount compared to damage-free examples. Be transparent about any prior damage — it will surface in the pre-buy inspection anyway, and transparency builds trust with buyers.
Fresh Annual Inspection
An aircraft with a recently completed annual inspection is more attractive to buyers. It signals the aircraft is airworthy and reduces the buyer's near-term maintenance anxiety. If your annual is coming due, consider completing it before listing — it can actually increase your net proceeds.
The Pricing Strategy
Once you've researched valuations and comparable listings, follow this approach:
- Establish your minimum acceptable price — the floor below which you won't sell.
- Set your asking price approximately 5–10% above that floor to allow negotiating room.
- Price competitively within the active market — being the second-cheapest comparable aircraft often moves faster than being the cheapest.
- Avoid the temptation to "test the market" at an inflated price — overpriced listings attract low-quality inquiries and damage your listing's momentum.
When to Adjust
If you've had your aircraft listed for 60+ days with limited serious inquiries, it's a strong signal your price is above market. A 5% price reduction and refreshed listing photos can re-energize interest. The aviation buyer pool is smaller than the car market — everyone who is actively looking has probably already seen your listing.
Final Tip: Presentation Matters
Price and presentation work together. A well-photographed, thoroughly described listing at fair market value will always outperform a poorly presented one — even at the same price. Invest time in your listing and it will pay dividends in buyer quality and negotiation outcomes.