What Objections Really Are

Welcome to edition 70 of The CRE Agents' Weekly. This is the LinkedIn newsletter where commercial real estate agents, brokers and leaders can get specific and tactical advice that will accelerate growth in their business and elevate their motivation.

What Objections Really Are

Whether you’re pitching marketing expenditure to vendors, negotiating with buyers, or closing leases with tenants, objections are inevitable.

A person with an objection is engaged in the buying process, but how you respond can make or break the deal.

The secret lies in welcoming objections and addressing them with a solid strategy.

Objections: Roadblocks or Opportunities?

Objections aren’t something to avoid; they’re a normal part of the buying process.

If a prospect pushes back on your proposal, it means they’re still in the conversation—they just need more clarity.

With the right approach, objections can be leveraged to strengthen your case and move the conversation forward.

To do this effectively, you must first understand where objections come from.

Understanding the Nature of Objections

There are three key points every commercial real estate agent needs to keep in mind when dealing with objections:

1. Objections typically appear as either a question or a statement.
2. Behind every objection is an underlying belief or concern.
3. Successfully addressing an objection requires understanding the belief or concern behind it—not just the surface-level question or statement.

Remember: objections are often rooted in deeper concerns or misconceptions. It is your job to uncover these and then address them.

A Case Study: The Marketing Video Objection

Let’s walk through an example. You’ve recommended a professional marketing video to showcase a client’s property, but the vendor pushes back by saying, “Why should we spend money on a video? I don’t think that’s necessary to market the property.”

On the surface, this might seem like a straightforward objection: the client is questioning the value of the investment. However, there could be multiple reasons behind their hesitation.

Perhaps they had a bad experience in the past where a marketing video didn’t yield the expected results, or maybe they believe the video will be more about raising the agent’s profile than selling the property.

They could even be questioning the overall effectiveness of video marketing in the commercial real estate sector. Or perhaps they believe it is going to be more expensive than it actually will be.

To effectively handle this objection, you need to go beyond the statement and uncover the belief driving it.

Avoiding Assumptions

A common mistake agents make is assuming they understand the prospect’s objection without digging deeper.

If you jump to conclusions and address the wrong objection or respond with a one-size-fits-all answer, you risk addressing the wrong concern, leading to further objections, while still leaving the original one unresolved.

That’s why it’s crucial to ask follow-up questions and truly understand the root of the objection before offering a solution.

The Power of the Follow-Up Question

So, how do you get to the heart of the objection? It’s simple—ask a follow-up question like, "What makes you feel that way about marketing videos?"

This encourages the client to share more about their concerns and offers insight into their underlying beliefs. By prompting further dialogue, you can gather the information needed to address the real issue.

For instance, if the client’s concern is that the video would be more about promoting the agent than the property, you could provide examples of past marketing videos that were entirely focused on the property itself – that would be directly relevant to addressing their existing belief which is the root of their objection.

However, if the concern is about the overall effectiveness of video marketing, and not about it being a vehicle for the agent to promote themselves, you could then show them case studies where professional videos led to an increase in inquiries and contributed to successful transactions.

Or, if they’re worried about quality, you could highlight how a well-produced video can illuminate the property’s unique features, engage a broader audience, and ultimately bring more buyers into the campaign.

If cost is the concern, you might decide to offer a range of options (low/medium/high cost) and demonstrate that video represents excellent value for money when compared with alternative marketing expenditure.

Handling Objections Effectively

Once you understand the belief driving the objection, you’re in a much stronger position to respond effectively.

The key is that you’re not just countering their surface-level concern—you’re addressing the deeper belief that’s causing hesitation. This approach allows you to overcome the objection and bring the client closer to agreeing with your recommendations.

The Key Takeaway

Before you try to address an objection, take the time to uncover the belief behind it. Doing so will prevent you from going down the wrong path and allow you to address the real concern that’s holding the client back.

This approach not only helps you resolve objections but also strengthens your relationship with the client by showing that you understand their concerns and are ready to provide solutions that align with their needs.

Mastering this skill will not only help you close more deals but also position you as a thoughtful, skilled advisor who knows how to navigate client concerns effectively.

?

And finally…

Patience is a virtue.

Be patient with your clients and the process. It pays big dividends in in the long run.

?

About the author

Darren Krakowiak is the Founder of?CRE Success ?and the author of?The CRE Agents’ Weekly?on LinkedIn. He works closely with commercial real estate principals to accelerate growth in their business. CRE Success has a program for commercial real estate agents who want to invest in their own success. Darren is also the host of?Commercial Real Estate Leadership .