Master Real Estate Negotiation or Get Left Behind! (Part 2)

PART THREE: Know the Buyer’s Priorities

Whether you represent the buyer or seller, knowing what drives the buyer will give you an advantage.

Here’s what you must know before negotiating: (remember you get Buyer and Seller Prequalification Scripts and Checklists in Premier Coaching):

1️⃣ Buyer’s Interest Level – Is this home a must-have or just one of many they’re considering?  How do they rate their interest on a scale of 1-10? If it’s not a 10, what would it take to be a 10?
2️⃣ Buyer’s Qualification – Cash buyer? Pre-approved or pre-qualified? Have you called their lender? (Pro tip: Have their lender call the listing agent—it makes a difference!) Do they have a loan commitment?
3️⃣ Competing Inventory – How many similar homes are available? If this is the only one that fits their needs, they must act fast.
4️⃣ Contingency Plan – What happens if they don’t get this home? Are they on a month-to-month lease or living in an RV? 
5️⃣ Financial Limits – Can they handle an appraisal gap or a bidding war? What is the limit to their funds? Are you using a Buyer’s Net Sheet?

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PART FOUR: Do The Deal

Negotiation is about finding an acceptable outcome for all parties. Here’s how to close the deal without killing it.

✅ Always Counteroffer – Never flat-out reject an offer. Keep the conversation going, even if you seem to be absurdly apart to start.
✅ Price Isn’t Everything – Closing date, possession terms, and contingencies can be more important than price.
✅ Balance Emotions & Logic – Use net sheets, comps, and market data, but tap into emotions to help clients make the right choice.
✅ Be Professional – No aggression, manipulation, or drama. Your reputation is everything, and drama kills deals.
✅ Know When to Walk Away – Know what a deal killer is before negotiating. Using the buyer scripts, ask how they would feel if you called them tomorrow and told them someone else had bought the home they were planning to lowball, for example.
✅ Look for Solutions, Not Fights – Use scripts like “Help me understand where your client is coming from” or “What would happen if we did this?”
✅ Use Video to Humanize the Deal – A simple video explaining your client’s position can help diffuse tension.
✅ Don’t Text Your Negotiations – Texts are often misinterpreted and are not legally binding.

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☑️ Pre-Negotiation Checklists
☑️ Buyer & Seller Scripts
☑️ The Ultimate Addendum
☑️ LIVE coaching support

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