This May marks Inman’s sixth annual Agent Appreciation Month. Look for profiles of top producers, opinions on the current state of the industry and tangible takeaways you can implement in your career today. Plus, the prestigious Future Leaders of Real Estate return this month, too.
This article was updated on May 16, 2025.
Refining your negotiation skills can help you reach the closing table quicker and more frequently. Turning your client’s no into a confident yes is more than a skill — it’s a differentiator that can help you win more listings and build lasting trust with your clients.
A client’s “no” isn’t always the end — often, it’s the beginning of a deeper conversation. Seasoned agents know that objections can be opportunities to uncover their clients’ deepest motivations and guide them toward more favorable transaction outcomes. Here are some strategies I recommend, from contract to closing.
Know your unique value proposition
When a client hesitates to give you their business, you need to be able to articulate your unique value proposition (UVP). To do that, you need to identify what you can do better than any other agent or broker in your market.
Whether it’s your proven marketing acumen, your professional reputation or skilled negotiation that sets you apart, be prepared with a sharp, convincing elevator pitch. Memorize it, and confidently share it at listing presentations, client lunches, networking events and wherever you meet potential clients.
Build trust through transparency
Trust is the cornerstone of client relationships and successful negotiations. Be honest with your clients about market conditions, property values and potential challenges. When clients feel informed and respected, they’re more likely to consider your recommendations and move from a no to a yes.
When in the throes of a transaction, your fiduciary responsibility to your client is paramount, but being straightforward and factual when dealing with the other side’s agent also builds trust and a solid reputation as a fair player in your market.
Uncover their deepest motivations
Whether they’re buyers or sellers, clients typically have a hierarchy of wants and needs. Some wish list items are more essential to them than others. Leading any negotiation should begin with knowing your client’s priorities.
To identify your client’s ultimate goals and deepest concerns, ask open-ended questions to learn which items are non-negotiable for them:
- “What concerns do you have about this process?”
- “Can you share more about what’s influencing your decision?”
- “What would an ideal outcome look like for you?”
- “Can you walk me through what would make this deal feel like a win?”
Listen like it’s your superpower
Careful listening and empathy are key here. The best negotiators are expert listeners. Don’t just wait for your turn to speak — listen to understand. By understanding the client’s perspective, you can address specific concerns and tailor your approach and strategies accordingly. A client’s goals are rarely just about price.
“If I hear you right, moving by July 31 is your top priority, right?” Active listening involves reflecting what you’ve just heard to clarify meaning. Read between the lines as you study their body language (when possible), tone of voice and timing. These can often tell you more than words alone.
Silence is golden
Silence can also be a powerful tool. After a listing presentation or following an offer or counteroffer, resist the urge to fill the gap.
Let the other party respond — on their terms. Allowing your client time to process information can lead to more thoughtful decisions. This pause demonstrates confidence and gives them space to articulate their most honest thoughts and ideas, often resulting in a more favorable transaction outcome.
Reframe ‘no’ as ‘not yet’
Clients may voice surface-level objections that mask deeper concerns. A client’s initial refusal often signals hesitation rather than a definitive rejection. By interpreting “no” as “not yet,” savvy agents can explore underlying concerns and timing issues.
For instance, if a client says, “We’re not ready to sell,” you might respond with, “I understand — timing is crucial. Could we discuss what factors might make the timing right in the future?” This keeps the dialogue open and positions you as a supportive advisor, responsive to their needs and available to serve them in the future.
Turning a client’s “no” into a “yes” isn’t about pressure or hard-nosed tactics — skillful negotiation requires clarity, empathy, strategic communication and control.
When you lead negotiations with skill and confidence, your clients feel empowered — and they’ll reward you with loyalty, referrals and long-term success. By employing these techniques, you can gain a deeper understanding of your client’s values and concerns, foster a trusting relationship and guide them toward decisions that align with their goals.
Mauricio Umansky is the founder and CEO of The Agency in Los Angeles. Connect with him on Instagram.
