Negotiating sales and working the deal is a strategy that’s winning right now for agents.
Putting deals together in this market isn’t easy, and the reality is a lot of agents don’t have these skill sets because of how fast things moved the past few years.
But here’s the truth: it’s taking longer to get sales done, and cancellations went up to 15% this past June, the highest June on record. If you want to keep your deals together, you’ve got to sharpen your negotiation game.
Here are six key strategies to help you do exactly that.
1. Know Your Time Frames (and Your Contracts)
If you haven’t read the agreement of sale for your state, you’re playing with fire. You’ve got to know the rules of engagement. That means:
- Understanding deadlines and response times.
- Knowing which dates can be negotiated or extended.
- Checking for clauses like “any deadline that falls on a weekend moves to the next business day.”
You should be calculating these timelines the minute you go under contract. On my team, every agent has the deadlines posted in the file so there’s no confusion. The more clarity you have on dates, the better advice you can give, and the less stress you put on your clients.
2. Let Things Breathe
Here’s a rule I live by: nothing good in real estate happens after 8:00 PM.
Giving bad news at 9 o’clock at night? That’s a mistake. People don’t think clearly when they’re tired or stressed.
Instead, deal with it first thing in the morning when everyone’s fresh.
The point is: you don’t have to respond instantly to every issue. Let things breathe. Allow time for well-informed, data-based decisions, not emotional ones.
3. Be Careful with Communication
Two-way communication is everything. In fact, according to NAR’s latest Profile of Home Buyers and Sellers, 78% of consumers value two-way communication in their real estate agent.
That means setting expectations. If you know nothing’s happening for a few days, tell your clients: “I’ll check in no later than Thursday.” Now they’re not anxiously staring at their phone wondering why you haven’t called.
Chris Voss, the FBI negotiator, says it best: trust is built through clarity. When people know when they’ll hear from you, you remove stress and build trust.
And remember, timing matters. Don’t chase down answers at 10:00 PM. That only creates anxiety.
4. Present Options
When a tough inspection report or counteroffer comes in, your job is to present options, not force a decision.
For example:
- We can reject it and hold firm.
- We can accept it.
- We can negotiate further.
Then add your input on each option. Phil Jones teaches this framework, and it works because it empowers clients to make the decision while showing you’re on their side.
Sometimes I’ll even use the takeaway close:
“If you’re not comfortable, why don’t we just kill the deal now?”
That removes pressure and reinforces that you’re advocating for them, not just pushing a sale.
5. Be Nice
This one sounds obvious, but it matters: don’t be a jerk.
Too many agents get aggressive, nasty, or try to play the know-it-all role. Nobody wants to work with that. You catch more bees with honey than vinegar.
Smile on the phone. Say thank you. Appreciate the other agent’s effort. The way you show up, both to your clients and other agents, directly impacts whether you get to the finish line.
6. Stop Telling, Start Asking
One of the biggest mistakes agents make is telling clients what to do instead of asking the right questions.
If you’re $5,000 apart in negotiations, don’t say: “Don’t be stupid and lose this over five grand.”
Instead, ask:
“How will you feel if we lose this home over $5,000, or really, about a dollar a day when it comes to your mortgage payment?”
That simple shift puts the decision in their hands while highlighting what’s at stake. Asking questions gets people to their own conclusion without you lecturing them.
The Bottom Line
These six strategies—knowing your time frames, letting things breathe, clear communication, presenting options, being nice, and asking instead of telling—will help you close more deals and keep more contracts together.
This market demands real negotiating skills. If you master these, you’ll stand out, win more clients, and get more deals across the finish line.
