Most seller objections come down to five lines, and each one has a better answer than the one agents usually give. "Will you cut your commission?" isn't a fight about a number. It's a question about value, so you show them what the money does. "Another agent said they could get more" isn't a reason to match their price. It's a reason to put data between you and them. Agree, ask, be quiet. Here are the five, with the words I use.
The short answer
Never defend a number, never trash another agent, never argue the online estimate. Agree with the concern, ask the question underneath it, and bring evidence. Then ask for the next step.
The five seller objections
1. "We're not ready yet." "Makes sense. What would need to happen for you to be ready?" Their answer is your follow-up calendar. Write it down and set the task for that date.
2. "Another agent said they could get more." "They might be right. Can I show you what the ones that actually sold went for? If the numbers support it, I'll list it there myself." Never trash the other agent. Put the data between you and them. Bring sold comps with concessions netted out, and the active listings they'd be competing against.
3. "Will you cut your commission?" "I could. Let me show you what that money does first, and then you tell me which part you want me to stop doing." Then walk the marketing plan line by line: photography, video, the pre-listing inspection, signs, open houses, the weekly updates, the follow-up on every buyer who calls. You're not defending a number. You're pricing a service. Compensation is negotiable and set by your brokerage policy; say so plainly.
4. "Why should we use you?" Answer with the one thing nobody else at that table has, then offer to prove it on their house. My version: "Twenty-plus years in real estate and a construction background before that, so I see things in a house most agents walk past. Want me to show you on yours?" Yours might be a niche, a track record on their street, or a process. Whatever it is, make it specific and make it demonstrable.
5. "We want to try it ourselves first." "Plenty of people do. If it doesn't go the way you want in thirty days, will you call me before you call anybody else?" You just got first right of refusal on an expired that hasn't happened yet. Set the task for day 30. See expired and FSBO listings.
Step by step for any of them
- Agree. "That makes sense."
- Ask the question underneath. "What's most important to you in how this goes?"
- Bring evidence, not opinion. Comps, net sheet, the marketing plan in writing.
- Ask for the next step with two options. "Want to walk through the numbers Thursday at 5, or Saturday morning?"
A worked example (illustration only)
Seller: "Will you cut your commission?" Agent: "I could. Before I do, let me show you what it pays for, and you tell me which part you'd like me to stop doing." (walks the plan) "So the pre-inspection, the photos, the weekly reports, the open house and the buyer follow-up. Which of those would you drop?" Seller: "Well, none of it, really." Agent: "That's what most people say. Let's talk about how we price it so you net the most."
Illustration only. Compensation is negotiable and set between you, your client and your brokerage.
How to explain it to your client
When a seller asks why you won't just match the highest price another agent quoted:
"Because I'd rather tell you the truth now than ask you for a price cut in six weeks. A price that's too high doesn't get you more money. It gets you fewer showings, more days on market and usually a lower final number. Let me show you exactly what sold and what didn't, and you decide."
Watch-outs
- Don't buy the listing. Agreeing to an inflated price to win it hurts the seller and you.
- Never criticize another agent. It makes you the problem in the room.
- Never argue the online estimate. "That number has never been inside your house. Let me put a real one together."
- Don't fix or discuss commission rates with other brokerages. Compensation is set independently. Follow antitrust guidance and your brokerage policy.
- No guarantees on price or days on market.
This is training for real estate agents. It isn't legal advice. Commissions are negotiable. Follow your brokerage policy and current rules on compensation disclosure.
Questions
Should I ever reduce my commission?
That's between you, your client and your brokerage policy. Just never do it before you've shown what the service includes.
What if the seller insists on the higher price another agent quoted?
Show the evidence, put a price-review date in writing, and let them decide. Some sellers need to learn it from the market.
How do I handle "we'll think about it"?
"Of course. What specifically are you weighing?" It's usually price or commission. Address it, then set a follow-up time.
What if they compare me to a discount brokerage?
Ask what they'd expect for that fee, and show what yours includes. Let them choose.
What's my best tool for every seller objection?
A clear, written plan and real numbers.
Brian Lee Burke is the founder of PadLeaders, a Colorado real estate broker licensed since 2003, team leader of The Kenna Group at Keller Williams DTC (formerly Kenna Real Estate Group) and the author of Mastering Real Estate and The Real Estate Playbook. More about Brian.