Article
The $900K Mistake Citation Owners Keep Making
Every day, Citation owners call to discuss buying, selling or transitioning between jets. Not long ago, a Citation M2 owner reached out, ready to sell.
Understandably, he was curious about his aircraft’s value and the state of the M2 market.
After giving a quick market overview, I shared recent sales data to support a valuation for his aircraft.
We also reviewed competing listings, discussed why some weren’t getting offers, and developed a pricing strategy to help his aircraft sell quickly—and for maximum value.
Then he said something that stopped me in my tracks.
He told me, “I’ve been looking at Citation M2s on Controller and found two aircraft that looked like mine.”
He wanted to price his M2 the same as those.
But here’s the thing: both of those aircraft were one model year newer, and each had only a quarter to a third of the hours of his aircraft.
Those two differences alone created a value gap of roughly $900,000. Of which, $600K was for a model year adjustment and $300K was to account for the airframe’s total time adjustment.
If he priced his aircraft like the two “similar listings,” he would be massively overpricing it, setting himself up for a long time on market, painful price reductions and, ultimately, a lower final sales price.
I knew both of the listings he was referring to.
One had been on the market for 266 days—over 100 days longer than the average time for a Citation M2. It sold for $550,000 less than its original asking price, after a $300,000 asking price reduction.
The second listing had been sitting for over a year and dropped $650,000 in asking price so far. It will likely sell for $100,000–$150,000 less than where it’s currently listed.
These are not success stories. They’re cautionary tales.
Controller Is Not a Pricing Strategy
Using Controller—or any listing site—as your pricing strategy is a recipe for financial disappointment.
These sites don’t set the market. They reflect asking prices, not selling prices and most importantly, not strategy.
Aircraft that linger on the market almost always sell for less.
For example, over a 12-month period, the difference in VREF values for this model year range is $600,000. If you miss the mark on pricing from day one, you’re risking a potential loss.
Hope Is Not a Sales Strategy
Often, Citation owners looking to sell try to “test the market” with a high asking price, hoping a buyer will match it.
But what actually happens is predictable: no offers, months of inactivity, and eventually, price cuts that send the wrong signal to buyers.
I call this “chasing the market down.” The market doesn’t reward optimism—it rewards realism backed by data.
That’s where an experienced broker makes all the difference.
A great broker will show you actual sales comps and real-time market trends. They’ll also guide you to a strategy that ensures your aircraft sells quickly and for the most money.
A broker chasing listings will just tell you what you want to hear.
Bottom Line: Citation Owners, Don’t Go It Alone
No matter how successful or knowledgeable you are in your own profession, selling an aircraft requires deep market expertise. Especially in a dynamic market like the Citation M2.
Find a broker who specializes in your aircraft, tracks real sales data and is willing to give you the truth. It may be the difference between selling smart—or selling short.
ABOUT THE AUTHOR
Denise Wilson, CAM, is the founder and President of The Jet Agent. Wilson has more than 25 years of experience in all facets of the aviation industry. This includes 20+ years of flying Citations and other jets in both business aviation and commercial operations, and 18 years assisting clients in the acquisition and sales of jet aircraft.
She previously served as founder & CEO of Desert Jet, collectively consisting of an aircraft acquisitions and sales division, a jet charter and management company, a jet maintenance business, and a popular FBO featuring a newly built private terminal, Desert Jet Center. Under her leadership, the company grew exponentially, ranking on the Inc. 500 list of the nation’s fastest growing, privately-owned companies five consecutive years.
As a jet aircraft broker and acquisition consultant, Wilson provides concierge-level acquisition representation, aircraft sales, and coaching to clients. She authored the Amazon #1 Bestseller “The Insider’s Guide to Buying and Selling Jets.”
ABOUT THE JET AGENT
The Jet Agent helps clients navigate the complex world of jet acquisitions and sales with confidence. The Jet Agent is in the top 5% of aircraft brokers worldwide by transaction volume and ranks as the #1 seller of Citation M2s and CJ3s. Headquartered in Scottsdale, Arizona, with offices in Denver, Dallas and Sacramento, The Jet Agent is dedicated to elevating the aircraft brokerage experience with expert guidance and concierge-level service.
