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Writing Client-Centric Copy to Overcome Objections

Author

Jason Farris
January 10, 2025

Real estate clients have their own version of objections when deciding whether to work with an agent or make a property purchase. By addressing these common concerns in your communication—whether it’s in email marketing, social media posts, listing descriptions, or during consultations—you can build trust and guide clients toward action.

1. "I don’t have enough time"

Show how working with you simplifies their real estate journey or saves them time.

Real Estate Example: “Too busy to search for your dream home? I’ll do the hard work for you—previewing properties, coordinating showings, and ensuring you never miss an opportunity.”

2. "I don’t have enough money"

Emphasize the value and long-term benefits of working with you or buying a particular property, helping clients see the financial upside.

Real Estate Example: “Buying a home is one of the best investments you can make. I’ll help you navigate financing options and find a property that fits your budget while building long-term equity.”

3. "It won’t work for me"

Provide social proof through testimonials or case studies from past clients who faced similar challenges and succeeded with your help.

Real Estate Example: “Sarah thought homeownership was out of reach, but after working with me, she closed on her first home within 60 days—without stretching her budget.”

4. "I don’t believe you"

Build credibility by offering guarantees, showcasing awards or certifications, and including specific proof points about your expertise.

Real Estate Example: “Ranked as a top producer in my market, I’ve helped over 500 families find their perfect home. Plus, my satisfaction guarantee ensures I’ll work tirelessly until you’re 100% happy.”

5. "I don’t need it"

Reframe the situation to show why working with you or making a move now is essential to improving their lives.

Real Estate Example: “Thinking about upgrading your home? Now’s the time to take advantage of low interest rates and maximize your current home’s value before the market shifts.”

Action Steps:

  1. Identify Objections: Think about the most common hesitations your clients have during the home-buying or selling process.

  2. Write Proactively: Address these concerns directly in your marketing materials, listing descriptions, or consultations.

  3. Use Real Stories: Incorporate testimonials and success stories that resonate with potential clients’ challenges.

  4. Be Specific: Include facts, figures, and guarantees to build trust and confidence.

  5. Reframe Objections: Turn “I don’t need it” into “I can’t afford to wait” with compelling reasons why now is the right time to act.

When your messaging anticipates and addresses these predictable concerns, you'll create a smoother path for clients to confidently say “Yes” to working with you.