What is an Objection Handling Script

Objections exist in any sales profession, as customers have to overcome them to be ready to make a purchase. Objection handling scripts in real estate focus on the different reactions that can take place in regards to somebody selling or buying a home. In this post, we explore the top seller objections in real estate, specifically. If you’re looking for scripts relating to other scenarios, we have them here.

The key scripts provided will help you craft a quick and efficient response to some of the top objections faced in the industry — ensuring that you are able to meet with prospective sellers and seal the deal on-site. Once you’ve answered a seller’s objections, they will decide to list their home with you on the spot.

What are the 10 Most Common Types of Objections in Real Estate?

Here are some of the top seller objections in real estate and how you can overcome and handle them. Every listing presentation objection will include a personalized aspect of the argument, mentioning relevant comp sales, names, reiterating their situation and concerns, and making a push towards closing the deal.

1. “I have to keep my promise to a friend or previous agent I talked to/bought the home from.”

“That’s great, I can appreciate your loyalty and that is a quality that I respect in people …

So I’m curious, let me ask you this …

Has there ever been a time when you decided to buy something or do something and because a friend said, hey no problem, when you need help, I can do it and in the end, because you didn’t check around, you really didn’t get what you wanted … have you ever been there before?” (Yes)

“Well this time is just like that time, and with that in mind, I’m sure you can see the importance of having me over just to give you a second opinion … that wouldn’t hurt anything, would it?”

This is one of the largest financial decisions any person is going to make, and you want it to be a smart decision, not something made on emotion. You want to make the most informed position, and get the best deal possible for you and your family. That is why this top seller objection in real estate provides an easy solution. Having second opinions and doing what’s best for you and your family is a good business decision. Just going with somebody because you know them doesn’t mean you’re going to get the best results financially.

2. “We are waiting to see if our loan modification goes through.”

“That’s great … let’s start premarketing the home as coming soon while you’re waiting.”  If your modification goes through, you stay put.  If for some reason it does not go through, well will have a list of buyers ready to make an offer”

The market is incredibly competitive today, and including premarketing to overcome listing presentation objections is something that just makes good sense. If the price was good enough, and if the opportunity couldn’t be passed up, what would you have to lose? You could be missing out on the right timing to get the most for your property.

3. “You’re too busy, you have so many listings, we want someone that can give us the attention we deserve.”

“It’s funny that you say that … Benjamin Franklin said, “if you need something done, ask a busy person.”

Level Shift:      

“I can appreciate that and you probably haven’t had a chance to think about the advantage I have over my fellow agents in town.

You see, the more listings I have the more signs I have on the street.  The more signs I have on the street, the more calls I get from buyers … and, of course, most of those buyers don’t buy the home they call about and many will be interested in your home.

If you were a buyer would you want to talk to an agent who had 2 homes for sale or 50 homes for sale?

Can you see the advantage of listing with an agent that has 50 or more homes for sale?”

The secret in this objection handling script is to focus on your proven successes that continue to carry you forward. If you have 50 homes for sale, you likely have a track record filled with results that speak for themselves. These are the same results that they are going to want for their transaction. If someone has just a few properties, they likely lack the same level of experience. Efficiency isn’t something you should punish someone for, when you’re looking at getting the most for your property in today’s market.

Tom Ferry - OnDemand Summit 2021