Alex Hormozi has built and sold multiple nine-figure businesses, and a big part of how he did it was systematizing sales.
Some of his closes are specific to high-ticket coaching programs and won’t translate to a listing appointment or showing houses to a buyer. But several of them will.
In a recent Instagram reel, he broke down 16 closes he’s used across his businesses, and eight of them map cleanly onto conversations real estate agents have every day.
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Here’s how to use them.
#1: The “What’s Your Main Concern” Close
This is the most versatile close on the list. A buyer tells you they need to think about it. Instead of backing off or pushing harder, you ask one question.
Hormozi’s script:
“What’s your main concern? What are you afraid of happening?”
If they give you a vague answer, you press:
“What are you afraid will happen?”
And if they still won’t give you a real answer, Hormozi says to name the fear out loud yourself, something so exaggerated they have to laugh and correct you. Something like:
“So you’re afraid I’m going to take your earnest money, buy a boat, and retire in the Bahamas?”
Once they do, you’re back in the conversation with a more honest answer.
“I need to think about it” almost never means what it sounds like. It usually means one of a few things:
- They’re not sure the home is the right fit
- They’re worried about overpaying
- They’re waiting for a spouse, a parent, or someone else to weigh in
- They don’t fully trust you yet
Finding out which one it is gives you insight into the buyer’s thinking and priorities, which gives you a better foundation for connecting with them and building trust.
#2: The “Hypothetical” Close
This one is useful with buyers who’ve just seen a house and haven’t committed, or with older leads who went cold without ever telling you why.
Hormozi’s script:
“If this were perfect, would you do it?”
Then:
“What’s the difference between perfect and what we’ve got?”
Two things can happen from here. They name something fixable, like a price, a repair, or a contingency, and you handle it. Or they can’t come up with anything, which tells you the hesitation isn’t about the house.
This close helps you find out what it is before the conversation ends.
#3: The “Zoom Out” Close
Use this when a buyer or seller is getting so deep into the details that they’ve lost track of what they’re trying to accomplish.
Hormozi’s script:
“Let’s zoom out for a second. You want [X]. We can get you [X]. Do you think overanalyzing the details might be the reason you haven’t made it happen yet?”
For real estate, [X] is whatever the client told you they wanted at the beginning of the process.
- A home with more space.
- A move before school starts.
- Getting out from under a mortgage they can’t afford.
When a client starts negotiating against themselves or fixating on minor variables, this close brings the conversation back to one question: does working with you get them closer to the goal?
#4: The “1 to 10” Close
This close works at almost any stage of a buyer or seller conversation when you need an honest read on where someone stands.
Hormozi’s script:
“On a scale of 1 to 10, where 1 means you’re not interested at all and 10 means you’re ready to start right now, where do you see yourself?”
Byron Lazine will typically add in: “…and you can’t pick 7.”
- They say 8-10: “Great. Let’s talk about what next steps mean here.”
- They say 6 or less: “What would it take to get you to a 9 or 10?”
What you’re doing is giving someone permission to tell you exactly what’s stopping them without it feeling like a confrontation.
#5: The “Cheap Comparison” Close
This one is for listing appointments where a seller is pushing back on your commission by pointing to a cheaper competitor.
Hormozi’s script:
“Super reasonable. So let me ask you… if we were the same price, which one would you pick?”
They say “You.” Then:
“Why?”
They list out every reason you’re better. You wait. Then:
“I totally agree! Those are all awesome reasons. Couldn’t have said it better myself. So now you understand why we aren’t the same price, right?”
Then you laugh and ask for the business again.
The seller ends up explaining why your service is worth more, and once they’ve said it out loud, the price objection becomes a lot harder to sustain. This is right in line with Shelby Sapp’s one-liner to handle to same objection.
#6: The “Good, Fast, Cheap” Close
This is another listing appointment close, useful when a seller is seriously considering a discount agent or limited-service option.
Hormozi’s script:
“Totally get it. Have you ever heard of the value triangle? Good. Fast. Cheap. You get to pick two. I’m the good and fast guy. But I’m still only the second most expensive. Want to know the most expensive option?
“The most expensive option is using the fast and cheap guy. Regretting it. Then ending up working with me anyway, a day late and a dollar short.
“If you start with me you save the time and money you’re going to waste with the other guy not getting what you want the first time, done right.”
The value triangle is a concept sellers have usually heard of, which is part of what makes it effective. You’re applying a framework they already understand to their own decision, and reframing price as the wrong variable.
The question to put in front of them is which option is most likely to get them where they want to go on the timeline they need.
#7: The “Game Plan” Close
This close is built for listing appointments where the seller is hesitant to sign, and you need to walk them through their own decision without making it feel like pressure.
Hormozi’s script:
“I totally get why you’d hesitate to make a decision. Mind if I share something that might make you feel better about it?
Pause and wait for them to say “Yes.”
“Great… has anyone walked you through how to decide on an X program before? No? Well, I can walk you through it right now so you can know you made the right decision.”
From there, Hormozi runs three questions in sequence:
- Do you think this will help you get closer to your goals? (Yes.)
- Do you have access to the money to get started? (Yes, and if no, he challenges the resourcefulness assumption.)
- Do you think I can help you do this better than on your own? (Yes.)
Adapted for a listing presentation, those three questions look like this:
- Do you think listing at this price and with this strategy gets you to your goal?
- Are you in a position to move forward?
- Do you think working with me gives you a better shot at the outcome you want than going with someone else or waiting?
Three yeses in a row, and the decision is already made. You’re just getting them to say it out loud.
#8: The “Closer or Further” Close
This is the close to use when a prospect is sitting on the fence and needs something that cuts through their reservations.
Hormozi’s script:
“That’s a fair point. Let me ask you a related question. If you keep doing what you’re currently doing for five years, what does life look like? Do you think that making the decision is going to help you get closer or further from your goal?”
For real estate, the five-year frame is a natural fit.
- A buyer waiting for rates to drop.
- A seller who keeps pulling the listing because the timing never feels right.
- A client who’s been almost ready for two years.
The question to put in front of them is whether making a decision moves them in the right direction. Most clients already know the answer. This close just asks them to say it out loud.
How to Use These
You don’t need all eight of these. Most agents will find two or three that fit the conversations they’re already having.
Start there. Run the script a few times until it stops feeling like a script, and pay attention to how the response changes. Have something real to say when a conversation stalls, so you’re not guessing in the moment that counts.
If you want more tools like this alongside agents who are using them, that’s what BAMx is built for. Start a 7-day free trial at the Premium or VIP level to join the weekly BAMx Roleplaying Masterminds on Tuesday mornings. Sign up at the VIP level to get access to the AI Script Advisor, which is built on (and continually updated with) the scripts practiced and refined during those Masterminds.
Stop wondering what to say, and start arming yourself with the tools you need to handle any real estate conversation.
