Now more than ever before, communication is one of the most important factors in our business. Communication has gone from face to face, to over the phone, and now it’s a great deal by email and text.

Since the emotions are taken out of communication with text and email, you have to be even more careful of how you word things. You have to take the extra moment that you’re saving by being able to text and email to really think about HOW you’re saying something.

It’s not WHAT we say that has the impact it’s HOW we say it.

Soften your communication, what does that mean? Well, I’ve found that if you preface a statement or a question with something that softens it a bit, you’re likely to get a much more pleasing response. It’s like with everything else, you get what you give.

Here are some examples of what you might be saying and what would be a softer approach and, even more powerful:

You need to reduce the price if you want to sell.

I know you don’t want to lose money or give it away, but unfortunately, I do think we ought to adjust the price if you want to sell in a reasonable time frame.

Keyword in that sentence is adjust instead of reduce. Try to stay away from the word reduce, whenever possible. No one wants to reduce anything when it comes to their money. Adjust is a much softer word with the same meaning.

You should accept this offer.

I realize this is a bit lower than what you wanted as a bottom line, and I don’t want you to feel like you’re losing money. However, I do feel this is a solid offer that we should consider accepting.

Always preface your statements and questions by aligning with the client. Say things that allow them to feel your care and concern for them and their best interests, and then lead them.

Use words and phrases like:

I understand
I wish it were (not so low, a better market, etc)
I know
I realize

I understand you want to get the best deal possible and …

Unfortunately this is the first offer we’ve received in four months and…

I wish it were not so slow and there were enough buyers to support the inventory…

I know you are already losing money and…

I realize these inspection repairs are more than what you expected…

Seems very elementary however, small things can make a big difference in your business.

When handling questions and objections from the client do the same thing, for example if they say I want to list high to leave room to negotiate, you say…

I understand you want to get the most money possible and you don’t want to give it away, and I’d rather have us priced just under the $250,000 price breaking point to gain the most exposure possible. We can be firm at that price if we need to. We’ll never get a second chance to make the first impression on the market and being priced right the first time around will have a much stronger impact than adjusting the price later. The first 30 days of it being on the market is when we’ll get the most interest and activity and we don’t want to lose those buyers by being priced too high, just to come down later. Does that make sense?

Take some time to write out some statements, questions, and objection handlers to the most common issues that come up in your day to day business. Being prepared with confident answers that are said in the proper way will make you thousands of dollars in the end. In many cases your communication alone, can mean getting the contract signed or not.

If you don’t want to take the time to write your own or what a guide, check out our real estate objection handling book, Now What Do I Say?, a collection of over 400 answers to more than 70 of the most common questions and objections that we face in our business.

My partner Scott and I are having a year end sale on all our products and services. I’d like to invite you to visit our website to see if anything may benefit your business.

Hope you are having a good year and ready to kick off 2011. What you do right now will determine how the first quarter of next year looks for you so go out strong!

Christy Crouch is the co-founder of You’re The Difference Sales & Life Coaching, the co-author of Now What Do I Say?, and still an active agent in Virginia. She has participated in closing hundreds of transactions throughout her career and has been inducted into her company’s Hall Of Fame for her production. If you are interested in talking with Christy about coaching with her, email her at