March is Marketing and Branding Month here at Inman. As we enter spring selling season, let’s explore which tried-and-true tactics and cutting-edge innovations are getting deals done in today’s market. We’ll also recognize the industry’s marketing and branding leaders with Inman’s Marketing All-Star Awards.
This post was updated March 28, 2025.
Mastering conversations is the secret sauce for agents who want to dominate in 2025. Communication isn’t just part of the job — it is the job. It’s the scalpel to a surgeon, the whisk to a chef. When you nail these critical conversations, you don’t just close transactions — you build trust, win referrals and create a business that lasts.
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With this industry growing more and more competitive by the day, mastering these seven conversations is vital for agents who want to grow this year.
1. The professional fee conversation
This is the year agents must stop apologizing for their value. With commissions under the microscope, it’s time to reframe the conversation from cost to investment.
How to handle it:
- Watch your words: Replace the word “commission” with “professional fee” to shift the perception.
- Clearly explain the outcomes you deliver: stronger sales prices, smoother closings and expert negotiation.
- Use an analogy: “Hiring an agent is like hiring an attorney — you want the best advocate fighting for your success.”
2. The buyer agency agreement conversation
Buyers aren’t just browsing anymore — they’re committing. And if they’re serious, they need to sign an agreement. Agents must confidently explain why this step protects both parties.
How to handle it:
- Set expectations early: “I work exclusively with serious buyers. This agreement ensures I’m 100 percent committed to you.”
- Break down the fiduciary benefits: “With this agreement, I legally have to put your best interests first in negotiations.”
- Address hesitation: “Think of this like a doctor-patient relationship. You wouldn’t get surgery from someone who might be your doctor.”
3. The listing appointment conversation
This is your moment — the main stage, the Broadway performance of your career. Agents who master listing presentations don’t just get listings — they create raving fans.
How to handle it:
- Lead with confidence: “I don’t just list homes — I get them sold.”
- Show, don’t just tell: Use marketing materials, data and success stories to illustrate your value.
- Handle objections before they come up: “You might be wondering if you could sell it yourself. Let me walk you through why my strategy ensures you maximize your return.”
4. The pricing conversation
Sellers want top dollar. But setting the right price isn’t about wishful thinking — it’s about strategy. Agents must help homeowners detach emotionally and see the numbers clearly.
How to handle it:
- Use analogies: “Overpricing a home is like overpricing a concert ticket — if no one bites, you miss the opportunity.”
- Present market realities with data: “Homes priced right from Day 1 attract more interest and stronger offers.”
- Offer a pricing roadmap: “We’ll start here, monitor activity, and adjust if needed. The goal is your best outcome.”
5. The objection-handling conversation
If you don’t know how to handle objections, you don’t know how to convert opportunities. Every “no” is just a request for more information, and agents who can turn resistance into reassurance will succeed in 2025.
How to handle it:
- Stay curious: Instead of pushing back, ask questions. “What’s your biggest hesitation?”
- Reframe their thinking: “I understand that you’re considering selling it yourself, but let me share why homes listed with an agent sell for 20 percent more on average.”
- Have a go-to metaphor: “Selling without an agent is like going to court without a lawyer — you can do it, but at what cost?”
6. The negotiation conversation
The best agents aren’t just messengers — they’re skilled negotiators. Helping clients secure the best outcome in a sale or purchase means knowing when to push, when to compromise and how to keep emotions in check.
How to handle it:
- Be the calm in the storm: “Let’s focus on the goal — getting the strongest possible outcome for you.”
- Leverage market data: “Based on recent sales, this counteroffer puts you in the best position.”
- Prepare for common objections: “If they hesitate on price, let’s negotiate better terms instead.”
7. The follow-up conversation
The fortune is in the follow-up. Staying top-of-mind isn’t about being pushy — it’s about being present when people need you.
How to handle it:
- Make it personal: “I saw this article on home renovations and thought of you!”
- Provide value: “I just did a market update — want me to send you insights on your neighborhood?”
- Keep it consistent: The agent who follows up regularly is the one they call when they’re ready to make a move.
Master these conversations — Master your business
Agents who shy away from tough conversations will struggle in 2025. But those who lean in, prepare and communicate with confidence will thrive.
Darryl Davis is the CEO of Darryl Davis Seminars. Connect with him on Facebook or YouTube.
