# Objection Handling Scripts for Listing Presentations Adapted from Tom Ferry, Tom Panos, and Phil M. Jones for UK estate agents. --- ## 1. "Your fee is too high" **Script:** > "Totally fair question. Can I ask — compared to what?" Let them answer. Then: > "Of course, you want the best possible price for your property. My job is to create demand so we attract multiple buyers and maximise your result. If I could show you how our marketing and strategy could potentially put tens of thousands more in your pocket, would the fee still be the main concern?" **Why it works:** You don't defend the fee immediately. You shift to value. > "The commission conversation should always become a results conversation." — Tom Ferry **Alternative (Tom Panos):** > "It's the process, not the promise of a price, that's going to get you the best result. Let's talk about that process." --- ## 2. "We want to try a higher price" **Script:** > "I completely understand. Everyone wants to achieve the highest possible price." Pause. > "Can I ask — if the market tells us in the first few weeks that buyers aren't responding at that level, would you be comfortable adjusting quickly so we don't lose momentum?" Follow up: > "The first two weeks are when a property gets the most attention. Pricing correctly at launch is the best way to attract the strongest buyers." --- ## 3. "We want to think about it" **Script:** > "Of course. Selling your home is a significant decision." Pause. > "Just so I understand — is there something specific you're unsure about that I can help clarify?" Then: > "Is it the pricing, the marketing approach, or choosing the right agent?" **Principle:** "Think about it" usually hides the real objection. Your job is to uncover it. --- ## 4. "Another agent is cheaper" **Script:** > "I understand. Choosing the right agent is important." Pause. > "Out of curiosity, besides the fee, what else are you considering when deciding who to work with?" After they answer: > "The last thing I'd want is for you to choose purely on price and miss out on the best result." Then: > "Sometimes the cheapest agent ends up being the most expensive if the property sits on the market or sells below its potential." --- ## 5. "We want to interview other agents" **Script:** > "That makes complete sense. You should absolutely meet with a few agents before making a decision." Pause. > "Just out of curiosity — what will you be comparing between the agents?" Then: > "When you're comparing, I'd suggest looking at three things: marketing quality, negotiation strategy, and track record of results." Then: > "When are you planning to make your decision?" This keeps you in control of the timeline. --- ## 6. "We want to try selling it ourselves" **Script:** > "I respect that. Many people consider that." Pause. > "Can I ask what made you want to try selling privately?" After they answer: > "Totally understandable. The challenge most vendors run into is qualifying buyers, negotiating effectively, and getting the sale through to exchange and completion." Then: > "If you do try it privately and find it becomes overwhelming, I'd be happy to step in and help." Keep the relationship warm. --- ## 7. "The market is bad right now" **Script:** > "I understand why it might feel that way." Pause. > "Can I ask — what have you seen or heard about the market?" Then explain with local data: > "The reality is that properties priced correctly and marketed well are still selling. The difference today is strategy." --- ## 8. "We'll wait until the market improves" **Script:** > "That's completely understandable." Pause. > "Can I ask — what specifically would you like to see change before moving forward?" Then reframe: > "One thing to consider is that when the market improves, competition increases as well. Right now you may actually have fewer properties competing with yours." --- ## The 4-Step Objection Formula Almost all scripts follow this structure: 1. **Acknowledge** the concern 2. **Ask** a question 3. **Understand** the real objection 4. **Reframe** the conversation --- ## Phil M. Jones Power Phrases for Appraisals These language patterns reduce resistance: - **"I'm not sure if it's for you, but…"** — lowers defences - **"Just imagine…"** — activates visualisation ("Just imagine what it would feel like to have this sold before summer") - **"How open-minded would you be…"** — introduces ideas without pressure - **"What do you know about…"** — uncovers knowledge level - **"Before you decide…"** — creates curiosity - **"If… then…"** — conditional close ("If we could achieve that price, would you be comfortable moving forward?") - **"When would be a good time?"** — assumes action will happen --- ## Tom Panos Question-Based Approach During the property tour, use these questions: - "Have you ever sold a property before?" - "How did it go?" - "What did you like about the process?" - "What didn't you like about the process?" - "When selecting an agent, what are the top three things you're looking for?" - "Are you going to choose an agent based on the things they can't control (like the price) or the things they CAN control — the marketing, strategy, and negotiation ability?" **Principle:** "Rookies make statements. Top agents ask questions."