Winning More of What You Want.

A New Approach to Closing Listings: Leveraging Psychology and Real Stories in Seller Consultations

When a seller invites you to discuss listing their property, they’re doing more than just considering your expertise—they’re asking themselves a critical question: Is this the right person for the job? As estate agents, we often assume our primary role is to sell ourselves and our services, but what if we flipped the script? By taking on the role of interviewer, rather than interviewee, you can not only guide the conversation but also establish control over the entire process.

Asking the Right Questions

In a world where sellers are bombarded with estate agents offering different strategies, fees, and promises, it’s essential to get them to reflect on their decision-making process. When I meet with potential sellers, I ask three crucial questions:

1. Why me? What brings you to us?

- This question gets the seller to explain why they are considering you, helping to reveal their expectations and any preconceived notions.

2. Who else are you considering, and what do you like about them?

- By asking this, you not only find out who your competition is, but also get insight into what the seller values in an agent. It opens up the conversation for comparison and, more importantly, allows you to position yourself more favourably.

3. What criteria are you using to choose an agent?

- If they struggle to answer, I help them narrow it down: Are you looking for the agent with the lowest fee, the one offering the highest valuation, or the most experienced problem-solver? Or, are you seeking the agent who can demonstrate the best results?

These questions prompt sellers to think deeply about their decision-making process. Most agents never ask these questions, making your approach stand out. But it’s not just about asking unique questions—it’s about illustrating the real consequences of their choices. This is where real stories come into play.

The Power of Real Stories: Turning Mistakes into Lessons

Real stories of past clients can be a game-changer in your consultation. Sellers may be tempted by agents offering the lowest fees or those giving overly optimistic valuations, but these decisions can cost them time, money, and peace of mind. Sharing examples of previous clients who faced these challenges can help sellers reconsider their choices.

For instance, I’ve had clients who initially went with the agent who promised them the highest valuation. After months of sitting on the market with little to no interest, they came back to me—frustrated by the wasted time and missed opportunities. The price they had been given was unrealistic, and by the time they adjusted it, the property had already become stale.

Similarly, I’ve worked with sellers who initially chose the agent with the lowest fee, thinking they’d save money. In reality, they lost far more than they saved, as the agent lacked the skills and strategy to negotiate effectively or market the property well. After months of limited viewings and no offers, they came back to me—and we achieved the result they needed.

When you incorporate these real stories into your consultations, you offer something more than just advice—you offer proof. Sellers don’t just hear theories about why going with the lowest fee or highest price might not be the best choice—they hear about real people who tried that route and came back to you for a successful outcome. These stories humanise the decision and help sellers understand the stakes on a deeper level.

Rejection and Control: The Psychology at Play

Rejection is one of the strongest fears humans face, and it’s particularly potent in high-stakes decisions like selling a home. Sellers often worry about making the wrong choice—choosing the wrong agent could cost them time, money, and emotional stress. This fear plays into your hands as the interviewer. When you ask these probing questions, you create a dynamic where the seller is seeking your approval, not the other way around.

Psychological studies show that when we fear rejection, we are more likely to seek the approval of those we believe hold the power. By positioning yourself as the one evaluating whether the seller is a good fit for your services, you shift the power dynamic. Instead of vying for their business, they are now seeking yours.

When you state, “I don’t work with every seller I meet; we have to be a good fit,” you create a sense of exclusivity. This statement taps into a deep psychological principle known as the fear of missing out (FOMO). Just as top agents create FOMO for their clients’ properties, you create it during the consultation process. The underlying message becomes: Can you afford not to have me negotiating for you?

The Power of Being the Interviewer

The person who asks the questions controls the conversation. This isn’t just a sales tactic—it’s a psychological truth. In consultations, the seller is expecting you to pitch your services, but by taking control and asking the right questions, you turn the tables. It signals that you are confident, professional, and selective about who you work with. This aura of confidence reduces the seller’s sense of control, pushing them to view you as the expert they need to secure for their sale.

By weaving real stories of other clients into these conversations, you make your case even stronger. These aren’t just hypothetical situations—they are real-life examples of sellers who have gone down the wrong path and learned the hard way. It shows that you’ve been the solution for those who initially made the wrong choice, and you’ll be the right choice for them now.

Authenticity is Key

Of course, this approach won’t work if you’re simply going through the motions. You can’t “play the psychology card” if you’re just chasing contracts. Sellers are sharp, and they’ll quickly see through any disingenuous behaviour. You have to mean it when you say, “I don’t work with every seller,” and back that up with the value you offer.

In an industry often focused on numbers and quick closes, the best agents stand out by genuinely connecting with their clients. They guide sellers through the process with empathy, experience, and a deep understanding of human behaviour. When sellers feel that you are invested in their success, they will trust you to be the one negotiating on their behalf.

Final Thoughts

By shifting your approach from a standard sales pitch to a structured interview, you take control of the consultation and set yourself apart from the competition. You make the seller think deeply about their choice, tap into their fear of rejection and FOMO, and ultimately position yourself as the indispensable agent they need. And by adding real stories of past clients—those who tried the wrong route and came back to you—you give sellers a tangible reason to trust your expertise.

Success in closing listings isn’t just about having the best pitch—it’s about guiding the seller through their own decision-making process. In doing so, you become their best option.

If you would like help with winning more of the business you want and you'd like to lose that feeling of regular rejection let's chat.

Thank you for reading this. Jason Cannon