Objection handling is something I’m a big fan of. I’ve practiced, I’ve learned the scripts, and I’ve put in the work to be able to handle these objections.
But there’s an important thing you need to remember (that you’ve probably heard me say before)—they’re not objections, they’re questions. They’re gifts, in fact, because it means someone’s thinking about moving ahead with a transaction and they want to get some clarity on a few things, or they’re nervous and they need someone to guide them.
So change your mindset on these objections.
Then keep reading, because I’m breaking down the four most common objections that come up when working on setting appointments with sellers.
Objection Handling Formula
An objection is communication that gets in the way of setting an appointment. So any time you are faced with an objection, here’s a simple formula to help you respond:
- Acknowledge it
- Address the objection
- Go for a close or ask other questions
Below, I go through four common objections from sellers and give examples of how to handle them using this formula.
Objection #1: The Timing Isn’t Right
Sellers, especially in today’s market, often say they are uncertain about the market or the timing isn’t right. Here’s how to handle this objection:
“Hey, Mr. Seller, I totally get it. Most people want to find the ideal time to list or sell or even buy. A lot of our clients have felt that same way, and it’s a common thing to believe. You want to time it perfectly not to interrupt your life. Out of curiosity, what does the ideal time look like for you?”
After you ask that question, stop talking and hear what they have to say.
They’re going to go over what they’re trying to figure out. Maybe they’ve got some misconceptions about the market. You don’t know until you ask the question. And remember—whoever asks the most questions controls the conversation.
So then whatever they tell you—let’s say that they wanna wait for rates to calm down or for some stability in the market—here’s how you can respond:
“Okay, got it. If I could show you how we can help navigate all of those conditions and what’s happening in the market right now to make this move happen for you in a stress-free manner, would you be open-minded about a quick strategy session or a planning meeting to go over what that would look like for you?”
So you acknowledge the fear, you acknowledge the objection, and get specifics about what they are looking for. Then, tailor your listing presentation around dealing with those fears. That will help you get in front of them.
Objection #2: The House Isn’t Ready
This is another very common objection. Sellers often say the house just isn’t ready to show. Here’s how to use the formula in your response:
“I hear you. Getting a home ready for the market is a big chore. Just imagine what it would be like if someone gave you specific guidance to prep the property and get it ready for the market. Most people are not sure what to do, and our clients have found this to be super helpful.”
So, you’re addressing the problem, you’re telling them you’re going to help them—then stop talking and let them respond.
They’ll probably say something like, “Yeah, that, that would be great.”
With that, you can go in for the appointment:
“Great, when would be a good time to swing by and give you the guidance that you’re looking for?”
Objection #3: I don’t know where to go.
How many times have you heard this over the past 24-36 months? It’s very common, and it’s a valid concern. Here’s how to address it:
“Hey, I get it. This is something that most people are concerned about right now. The good news is that we’ve seen the months supply of inventory is up over 30% in our local marketplace. So there are more options out there than you may even know about because the market tends to move pretty quickly and the best homes do sell fast. So would it help if we met to review how the increase in supply will affect your home search and how we can identify opportunities quickly?”
This way, you’re meeting them where they’re at. You’re actually addressing the objection and coming up with a plan to do it. And then you walk them through your plan for buyers to compete in the current market. We all know how to do that, especially the successful agents that are out there.
So acknowledge, address, and bring up the stats (make sure you have up-to-date stats for your market). A bump in inventory in the local market is not something to be taken for granted. A lot of people don’t know that because the market’s moving fast. So, a great stat or data point will help you get more appointments.
Objection #4: We’ve got an off-market sale in the works.
More than ever, I’ve been hearing sellers say things like, “We’ve got an opportunity to sell the home to a friend of ours,” or “We’ve got an off-market sale that might be coming down the road.”
Here’s how to handle that:
“That’s exciting. Off-market sales have some positives. Can I also tell you why they make me nervous?”
When they say yes, you can respond:
“I bet you’re a bit like me and you want to get as much money as you can out of your property when you sell it, right? There’s a study with Bright MLS. And it shows that homes that are sold off MLS go for 13% less than what they could have gotten had they had someone aggressive like me marketing the property and getting you the right traffic so we can maximize the price.”
As a closing question, take that 13% percentage, and turn it into a number. If the property in question is a $500,000 house, ask:
“Do you really want to leave $65,000 on the table?”
Whenever possible, take the stats and percentages that you share and turn them into a number for their specific financial situation. Because that is the number that will grab their attention.
None of these objection handlers here are that difficult. It’s about answering questions and addressing concerns.
So here’s the assignment: role play these. Talk to people about them and practice them. Because if you don’t practice them, when the objection comes up, you’ll be fumbling and stumbling.
You want to be able to deliver this clearly and concisely so that when you get the at-bat, you’re ready to knock it out of the park.
More Objection Handling
I’ve got two courses on BAMx specifically created for handling objections:
- Objection Handling101: 12 Rules You Must Follow
- Closing More Deals: The Complete Guide to Objection Handling
Use the discount code TOOLE23 for 10% off annual your BAMx subscription and access to these courses!