Real Estate Agents: Handling Price Objections
Learn how real estate agents can address pricing concerns in first meetings by focusing on market data, value, and client goals instead of defending fees.
When a seller says your commission is too high in the first meeting, it's rarely about the percentage—it's about whether they trust you'll deliver results worth that investment. The agents who convert these conversations understand that price objections are opportunities to demonstrate value, not battles to win through negotiation.
Why This Happens
Sellers bring up commission concerns because they're comparing you to discount brokers, they don't yet understand what full-service representation involves, or they're testing whether you'll fold under pressure. Real estate is often their largest financial transaction, so scrutinizing costs is rational. The objection signals they need more clarity on what you do and why it matters.
The Psychology Behind the Objection
Loss aversion drives pricing objections—sellers fear losing money to unnecessary fees more than they value the potential upside of expert representation. When they don't yet see the connection between your service and their net proceeds, commission becomes an easy target. Your role is to reframe the conversation from cost to value delivered, showing how your expertise protects and maximizes their investment.
How to Handle It
Don't defend your commission or immediately offer a discount—that signals your value is negotiable. Instead, ask what prompted their concern: are they comparing to another agent, worried about net proceeds, or unclear on what's included? Listen for the real issue beneath the surface objection. Then connect your services directly to their goals, whether that's achieving top dollar, selling quickly, or minimizing stress. Use market data and past results to show how your approach delivers outcomes that justify the investment.
Example Script You Can Use
I appreciate you bringing that up—it shows you're thinking carefully about this decision. Can I ask what's driving the concern about commission? Is it something you've heard from another agent, or are you trying to understand what's included in my service? Once I know what matters most to you—whether that's maximizing your sale price, selling within a specific timeframe, or something else—I can show you exactly how my approach delivers that result and why it's worth the investment.
Key Takeaway
Price objections in first meetings aren't rejections—they're requests for proof of value. When you shift from defending your commission to connecting your services with their specific goals, you turn skepticism into confidence. The best agents don't compete on price—they demonstrate why their expertise is the smartest investment a seller can make.
The Mindreader Advantage
The most successful agents don't just handle objections—they prevent them by understanding how each client makes decisions and what drives their concerns. With Mindreader's personality profiling, you know whether your seller is data-driven and needs market analytics, relationship-focused and values trust-building, or results-oriented and wants to see your track record. This insight lets you tailor your value proposition to their decision-making style, addressing concerns before they become objections.
Know Your Sales Personality?
Take the Sales Clarity Quiz to discover your sales style and learn how your natural strengths can help you handle objections more effectively.
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