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When a house isn’t selling, your client’s frustration can build quickly. And what makes the situation worse is if you’re not proactive about communication, that frustration can turn into doubt. A lot of doubt — about the market, the price, and worst of all, about you.
The good news? Keeping sellers informed doesn’t have to be just dishing out bad news — it’s about delivering bad news strategically, setting expectations, managing your client’s emotions and showing them you’re in control. So, let’s talk strategy.
1. Set the stage from Day 1
Before the listing even goes live, it’s vitally important to prepare your sellers for different market scenarios. Skipping this step can mean more frustration down the road, so setting realistic expectations now is in everyone’s best interests. The goal is to ensure they know what to expect if their home doesn’t sell right away.
What to say:
“Homeowner, my goal is to get your home sold as quickly as possible for the best price. But if we don’t see the activity we expect, I want you to know I’ll be in constant communication. Every two weeks, I’ll update you on market activity, buyer feedback, and any potential adjustments we might need to consider.”
Why it works:
This sets the expectation that you won’t disappear if things slow down. Sellers feel reassured knowing there’s a proactive plan in place, and it also alerts your clients to the possible price adjustment conversation in the future if your client wants more for their home than you believe it will sell for.
2. Communicate every 2 weeks — no exceptions
Even if there’s no major news, staying in touch is non-negotiable. Silence breeds uncertainty, and uncertainty breeds seller doubt.
What to include in your updates:
Market activity
“Two homes in your neighborhood sold this week. One was priced slightly lower than yours and sold in 15 days. This tells us buyers are active but responding to homes in that price range.”
Feedback from showings
“We’ve had three showings, and the feedback has been consistent — buyers love the layout, but they feel the kitchen could use updates.”
Next steps
“Based on buyer feedback, I’d recommend we consider a price adjustment or offering a credit for kitchen updates to attract more buyers. What are your thoughts?”
Why it works:
By sharing specific data, you show sellers you’re actively working on their behalf. Engaging them in the next steps keeps them involved and in control.
3. Use analogies to make your point
Sellers often struggle to understand pricing and market dynamics. Analogies help drive the message home.
For pricing
“Selling a house is like fishing. If the bait isn’t attracting fish, we either change the bait or move to a different spot. In this case, our ‘bait’ is price. If buyers aren’t biting, we may need to adjust.”
For staging
“Think of your home like a product on a store shelf. Buyers are shopping for their dream home, and we want yours to stand out. A little staging can make a big difference.”
4. Be honest, but empathetic
Tough conversations are inevitable, but delivering them with empathy builds trust.
What to say:
“Homeowner, I know this process can be frustrating, and I want you to know I’m here with you every step of the way. The feedback we’re getting tells us buyers aren’t seeing the value at this price point. My recommendation is to adjust the price by [specific amount]. I know this isn’t what you want to hear, but I truly believe it’s the best way to get your home sold.”
Why it works:
Acknowledging their emotions while positioning yourself as the expert strengthens their trust in you.
5. Use a 30-day, 60-day and 90-day plan
When sellers feel like there’s a structured plan, they’re less likely to panic.
30-day review
“After 30 days, we’ll sit down and review showing activity, feedback and market trends. If we’re not seeing results, we’ll discuss adjustments.”
60-day check-in
“At 60 days, we’ll reassess the market and make necessary changes to keep your home competitive.”
90-day conversation
“If we’re still on the market at 90 days, we’ll have an honest conversation about what’s working, what’s not, and what we need to change to get your home sold.”
Keeping sellers in the loop isn’t just about providing updates — it’s about reinforcing confidence and, more importantly, earning their trust. Clear, consistent communication shows them that their goals are your priority.
When you back up your recommendations with data and use analogies to simplify complex concepts, you do more than guide them through a single transaction — you become their trusted advisor. In a business built on relationships, that trust is everything.
Darryl Davis is the CEO of Darryl Davis Seminars. Connect with him on Facebook or YouTube.
