Buying or selling a house is a huge financial and emotional decision, and real estate objections from clients give you a peek into your prospect’s fears and priorities. Listening carefully and addressing these issues with empathy and amazing prowess will build trust and show your value as a real estate pro. I’ll cover several common objections and scripts you can use to redirect the conversation, build rapport, and guide your prospects toward making the best decision for their unique situations.

Seller Objections

To no one’s surprise, money is the root of most real estate objections. However, when it comes to real estate objection handling, these are easier to overcome than many agents believe. Here are a few seller objections and scripts to help you navigate the conversation to do just that.

1. Commission Too High/Can You Lower Your Commission?

Many agents clam up when sellers mention agent commissions during real estate prospecting. Typically, sellers object to your commission because they don’t want to lose money. Your job is to show your value and how to help your prospects achieve their goals.

2. Re-list With the Same Agent (Expired)

When a listing expires, the sellers may feel a sense of loyalty to their agent, even if they feel frustrated with the situation. Approach your expired listings with a fresh perspective, and you may be able to convince them you can get better results while giving them a renewed sense of hope.

3. Our House Is Worth More/Zestimate Says It’s Worth More

As agents, we know how the Zillow Zestimate algorithms work and how inaccurate they tend to be. But your homeowners don’t. It’s your job to show how your local market research will help them sell their homes faster at the right price for your market.

4. I Want to Sell Myself (FSBO)

When a homeowner tells you they want to sell their home FSBO, that’s another money objection. Many homeowners underestimate the work involved in selling a house and are concerned about spending any money when they don’t see value. Your job isn’t to demean their decision but to show your true value in the homeselling process.

5. Waiting for the Market to Improve

For listing agents, it’s never been more important to show your value when prospecting for listings. With the market shifting, uncertainty around the economy, and the many changes playing out publicly in court cases across the country, agents are tasked with reminding their prospects exactly why they’re so invaluable and necessary.

Buyer Objections

If we’re being honest, most homebuyers need a lot of education. When they typically throw out an objection, it’s based on fear of the unknown. They may simply need reassurance they’re making the right decision. Your job in these situations is to educate buyers so they can make the most informed decision.

6. Just Looking/Not Ready to Buy Yet

When a buyer tells you they’re just looking, they could be in the early stages of the buying process. But they could also be giving you a knee-jerk reaction, much like most of us when someone approaches us in a retail store and asks if they can help us. It’s worth probing a bit to get to the correct answer and know how to best help them through the process.

7. Already Have an Agent 

With this particular response, you first want to establish whether or not the prospect has a signed agreement with a buyer’s agent. If they have a contract, politely thank them for their time and wish them luck on their homebuying journey. But if they have not signed a buyer’s representation agreement with another agent, feel free to use this script.

8. Need to Sell Their Current Home First

Buyers who need to sell their current home may be concerned about the logistics of managing two transactions simultaneously. Approach these buyers with a clear direction and strategy to help them through a tricky transaction.

9. I’m Not Ready to Sign a Contract With an Agent

Some buyers may be hesitant to sign a contract with an agent because they’re unsure about committing to the homebuying process or don’t fully understand the benefits of having an agent in their corner. Approach these buyers with empathy and understanding, explaining your solutions to avoid as much out-of-pocket expense as possible.

10. I Don’t Want to Pay the Buyer’s Agent Commission

With the recent changes in the industry, some buyers may be concerned about the buyer’s agent commission in the contract and hesitant to sign an agreement, potentially leading to out-of-pocket expenses for representation. Now is the time to educate buyers on why having their own agent is more important than ever.

When it comes to buyer objections, real estate changes can feel overwhelming. The main goal is to find a foothold to grow the relationship and build trust. Transparency around the current reality is crucial. Most people want to feel like they’ve made the right decision, so using some of your testimonials could go a long way in assuaging any doubts about their decision to choose you over other agents.

Real Estate Objections in Listing or Buyer Presentations

The most effective way to handle real estate objections is to address them proactively in your listing and buyer presentations. By anticipating common concerns and providing clear, concise answers upfront, you demonstrate expertise, build trust, and reduce the chances of objections slowing down or preventing the transaction later. Instead, anticipate real estate objections and address them in your presentation. The secret is to diffuse the objection before emotions take over.

Here are a few examples of both listing and buyer presentation techniques for proactively addressing objections:

Listing Presentation Objections

ObjectionPre-objection HandlerSolution
Seller believes your data does not reflect the market“You may be concerned why Zillow says something different from my CMA.”Explain why sources like Zillow may come up with a different value than your CMA before presenting your proposed price.
Seller believes their home is nicer than comparable homes“You may believe your home is better than the other homes in the neighborhood.”Explain that sellers may have an emotional connection to their property, creating a perceived additional value.
Seller believes they have invested more in their home than the comparable homes“You may feel that you have invested in features, like windows, that have increased the property's value."Explain why some upgrades, like new insulated windows, do not increase that value dollar for dollar.
Seller wants to test the market“I would like to review my pricing strategy with you so you understand how I get qualified buyers to your home.”Explain in detail how your pricing strategy will net them more money.
Seller believes it is customary to negotiate commissions“Allow me to explain how commission is divided up.”Sellers don’t understand that agents are independent contractors who carry many sales-related expenses. Detail the cost to manage a transaction.
Seller doesn’t understand your pricing strategy“Let me explain how I interpret the market data and how I use it in my pricing strategy.”Explain to them that you don’t create the market; you just interpret it. You will review with them each week how the market responds to their price, and you may need to make price adjustments to find the price the market will accept.

Buyer Presentation Objections

ObjectionObjection HandlerSolution
Buyer is reluctant to sign a buyer’s brokerage agreement“I want to go over the buyer’s brokerage agreement and explain why it’s important in today’s current real estate environment.”Explain to them why it’s important to have a contract in place to protect you and your clients in the wake of the recent court cases.
Buyer says they’re just looking or not ready to buy yet“You may not be ready to buy yet, but let’s cover some important steps you should take in the meantime.”Explain how the homebuying process works and how long each step can take so they have a better idea of when to start the process. It’s probably sooner than they think.
Buyer is waiting for the market to improve before buying“You may think right now is not a good time to buy.”Explain how the market is always unpredictable and there’s no guarantee the market will ever be better than it is right now. Let them know that the only timeline that matters is the one that is right for them.
Buyer needs to sell current home before committing to buying another home“You may feel like you have to wait to sell your current home before you can purchase your next one.”Show them how you can create a strategic gameplan to help them sell their current home and find their next home simultaneously.
Buyer is confused or reluctant to sign a contract where they have to pay for the buyer’s agent commission“Let me explain how the new court cases have changed the way buyer’s agent commission is structured.”Lay out the current policies in place and what that means for buyer’s in today’s real estate industry. Show your value to justify the commission they are now expected to be responsible for.

Tips to Handle Real Estate Objections Effectively

In real estate objection handling, an inexperienced real estate agent might believe that simply answering a prospect’s objection will solve the problem. The truth is, if you don’t fully understand the underlying issue, you’re like a doctor prescribing medication without a diagnosis. Understanding the why behind the objections is vital before attempting to address them. Here are a few tips to help you navigate the conversation:

  • Listen actively: The first step is to listen to your prospect’s concerns. Give your full attention and avoid interrupting them or making assumptions. Ex: Can you tell me more about that?
  • Empathize: Show genuine interest and understanding of your prospect’s situation and feelings. Ex: I understand how you feel. It’s normal to have doubts, and I’m here to support you through the process.
  • Ask questions: Use open-ended questions to get to the root of the objection and better understand your prospect’s needs and concerns. Ex: What specific aspects of the home are you unsure about? How can I help clarify that for you? 
  • Acknowledge and validate: Let your prospect know you hear and understand their concerns. One way to do this is to repeat their concerns back to them. Validating their feelings can help build rapport. Ex: It’s absolutely normal to feel hesitant about making such a big commitment. I appreciate you sharing your concerns with me.
  • Reframe the objection: Help your prospect see the situation differently by reframing their objection more positively. Ex: I understand your concern about the price. Let’s look at it from a long-term investment perspective—consider the potential for appreciation in this neighborhood.
  • Offer solutions: Present creative solutions or alternatives to help overcome the objection and move the conversation forward. Ex: If the move-in timeline is challenging, we can explore a rent-back agreement or a more flexible closing date to make this work.
  • Practice patience and persistence: Some objections may simply be a request for more time and require several conversations to resolve. Stay patient, follow up consistently, and continue to provide support. Ex: I understand you need time to consider your options. Let’s schedule a follow-up conversation next week to discuss any new thoughts or concerns you may have.

Remember, the initial objection may not be the real issue the prospect is facing. Strive to uncover and address the underlying concerns instead of reacting to the objection. Be the guide and the sounding board to help them through the decision-making process.


Your Take

Handling objections in real estate takes practice, empathy, and a deeper understanding of your client’s fears. Study these situations and the emotions that coincide with them to learn how to overcome real estate objections skillfully. 

Know a great strategy I didn’t mention? Let me know in the comments below.

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