When a client tells you, “Your competition is cheaper,” most real estate agents either fumble or fold. Meaning, they drop their price or go quiet at exactly the wrong moment.
Or they over-explain their value, a defensive move which tends to have the opposite effect.
Shelby Sapp has a different move.
On the BigDeal podcast with Codie Sanchez, Shelby broke down how she handles this objection in one line:
“For sure. They definitely are. I mean, why do you think so?”
She agrees, then flips it into a question.
Here’s why that works. The moment you ask, “Why do you think so?” the client starts selling for you. They tell you exactly what they think you offer that your competitor doesn’t. And nine times out of ten, what comes out of their mouth is something you can address or reframe as a reason to stay with you.
You’re letting them talk themselves into understanding your value.
Plus, the confidence that oozes out of you when you agree instead of defending is enough to make any consumer pay attention.
Shelby shared the objection handling clip in a recent Instagram reel, in which she covered the most common sales objections rapid-fire:
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How Real Estate Agents Can Use This Objection Response
This is the play for any real estate agent who gets pushback on commission, fees, or service packages. You need one question that opens the door.
Here’s how to run it:
Client says:
“The other agent said they’d do it for less.”
You say:
“Yeah, they probably would. What is it about what they’re offering that has you thinking it’s the better fit?”
Now listen. Whatever they say next tells you exactly where to go in the conversation:
- If they mention lower fees, walk them through what’s included in yours.
- If they say the other agent has more listings in the area, speak to your process and your results.
- If they don’t have a strong answer, they’ll often talk themselves out of the objection on their own.
The agents who lose this conversation are the ones who get defensive. Save this. Use it before your next appointment where price is going to come up.
Ask the question. Then stop talking.
Most times, their answer tells you everything you need to know.
