Mastering Real Estate Sales Objections: 5 Vital Steps for Success

How to Handle Sales Objections

I’ve learned so much in 12+ years of marriage to my wife, Melissa. 

But there’s one mistake I keep making—the classic “knight in shining armor” move. 

Picture a 5’4″ guy attempting to solve problems left and right, all in the name of being the hero for his beloved. It’s a humorous image, isn’t it?

However, here’s the catch: every time I rush to solve my wife’s dilemmas, it backfires. And guess what? The same holds true in the dynamic realm of real estate sales. 

As soon as prospects start talking, many of us jump into “solution mode” without fully understanding their objections. It’s time to break this pattern and unveil a game-changing strategy.

How to Handle Sales Objections

I’m going to share five vital steps that will revolutionize the way you handle objections in real estate. 

These steps are derived from the lessons learned through marriage (yes, really!), and they will empower you to become a true master of objection handling. 

Get ready to unlock the secrets to listening, understanding, and providing tailored solutions that will leave your clients in awe. 

It’s time to don your sales armor and embark on this transformative journey. Are you up for the challenge? Let’s dive in!

Step 1: Use Active Listening

When faced with an objection, resist the urge to immediately offer a solution. Instead, practice active listening. Allow your customers to “talk it out” without interruption. By focusing on understanding their concerns, you gather valuable information that will inform your response later on. Treat yourself as a customer service agent or a reporter, seeking to uncover all the relevant facts.

Step 2: Uncover the Root Cause

After the customer has expressed their objection, it’s essential to dig deeper and gain a deeper understanding of the underlying reasons. Ask open-ended questions that encourage them to elaborate on their concerns. By doing so, you can discover what they envision going wrong. This step is crucial in identifying the real issue behind the objection.

Step 3: Provide Tailored Solutions

Armed with a clear understanding of the objection, it’s time to offer a well-thought-out solution. By demonstrating that you have listened and understood their concerns, your proposed solution will carry more weight. Emphasize how your solution directly addresses their specific worries and provides a resolution in a safe environment.

Step 4: Seek Agreement

Sales is about collaboration, not manipulation. After presenting your solution, confirm with the customer if it meets their needs and expectations. By seeking agreement, you establish a cooperative atmosphere that strengthens the relationship. Ensure that the proposed solution aligns with their goals and is acceptable to them.

Step 5: Finalize the Deal

Objections often arise during the closing phase of a real estate transaction. Once the solution has been confirmed, it’s time to re-close on the original matter at hand, such as price, style, or functionality. Emphasize how the objection has been addressed, and reiterate the benefits of moving forward with the agreement. This step reinforces the customer’s confidence in their decision and helps finalize the deal.

Here is an example of a new home sales dialogue to illustrate how this works:

Sales Pro: (Original Close) “You’re absolutely in love with this home—perfect floor plan, ideal school district, and it aligns perfectly with your budget. So, what are your thoughts? Are you ready to take the next step?”

Customer: (Objection) “Hmm, I’m not sure. The more I think about it, those power lines keep bothering me.”

SP: (STEP 1 – Use Active Listening) “Fair enough. Could you elaborate on your concerns about the power lines? I’d like to understand your perspective.”

Customer: “Well, it’s just that they’re so visible from the backyard. They’re quite an eyesore, honestly.”

SP: (STEP 2 – Uncover the Root Cause) “I totally understand where you’re coming from. Let’s delve deeper. Imagine yourself living here—can you think of a specific situation where the power lines would bother you the most?”

Customer: “Actually, we often have BBQ get-togethers, and I can’t help but think the power lines would ruin the ambiance. I want our family and friends to have an attractive backyard to enjoy.”

SP: (STEP 3 – Provide Tailored Solutions) “I hear you loud and clear. It seems you’re concerned that the power lines might distract from the beauty of your home. I completely empathize with that. Interestingly, some of the neighbors have faced a similar challenge and came up with fantastic solutions. Take a look at the Johnsons’ yard just down the street—they’ve created stunning landscaping that effectively screens out the power lines. Let me show you a picture…”

(Show visual)

SP: (STEP 4 – Seek Agreement) “What do you think about getting creative with landscaping? Does it sound like a workable solution for you?”

Customer: “If we can incorporate the landscaping while staying within our budget, then I think it could be a great option.”

SP: (STEP 5 – Re-close) “So, considering the solution we discussed, does this location meet your requirements after all?”

By following these five vital steps for handling real estate sales objections, you can establish yourself as a trusted collaborator and increase your chances of success. 

Remember, active listening, understanding the root cause, providing tailored solutions, seeking agreement, and re-closing are essential components of objection handling. Embrace objections as opportunities for growth and positively impact your clients’ lives by helping them overcome their concerns and achieve their real estate goals.

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About the Author: Ryan Taft

As the former National Sales Training Manager for a Top 5 homebuilder and a licensed Realtor® in Arizona, Ryan Taft is consumed with a passion for helping others achieve breakthrough results in sales, business and life.