In real estate, your words are your most powerful tool. The way you communicate with clients can determine whether you close a deal or lose a potential client to another agent. This is true whether you’re negotiating an offer, presenting to a buyer, or discussing commissions. Today, I want to dive into why the quality of your words matters so much and how you can use this to your advantage.

Check out the video below where I explain these concepts in more detail.

Why Your Words Matter More Than You Think

Have you ever noticed that whether you’re talking to a client over the phone, face-to-face, or during a listing presentation, the words that come out of your mouth largely dictate the success you’ll achieve? If your language is vague or doesn’t position you as the expert, things can quickly fall apart. On the other hand, when you use the right words to clearly convey your expertise and value, clients will see you as the competent and confident professional they want to work with.

Remember, when it comes to significant financial decisions like buying or selling a home, clients want to work with an expert. If you position yourself as that expert, price becomes less of an issue because clients will prioritize working with the best in the business.

Explaining Your Value Under New NAR Regulations

With the new National Association of Realtors (NAR) regulations, it’s now required for agents working with buyers to be fully transparent about how they get paid. This can be intimidating for some, but if you’ve built enough value in your initial conversation, discussing your fee becomes much easier.

Here’s a script that you can practice and use in your buyer presentations:

“Everything that I’ve just shared with you—all of my services, my specialized knowledge, the unique selling propositions and guarantees I offer, the data that backs up my track record—is 100% free to you. I only get compensated if I successfully help you find and close on your dream home. In that case, I will be compensated by a 3% fee from the seller as part of the closing costs. Does that sound fair?”

When you frame it this way, it naturally feels fair to the client, and it reassures them that they’re getting exceptional value without any upfront costs.

The Right Way to Position Your Fee

When discussing your commission, always remember: Benefits come before commitment. You never start by talking about what’s in it for you. Instead, begin by discussing the benefits to the client. Talk about your unique services, your success stories, and how you’ve helped past clients achieve their goals.

If you build enough value in working with you, price won’t be an issue. Clients will want to work with you because they see the merits of your services and the benefits you offer. Once they understand this, they’ll be more than willing to sign an agreement and move forward with you.

Don’t Fear Transparency

Many agents worry about the new transparency requirements around commissions. If you struggled to “sell free” before—meaning you couldn’t get buyers to sign agreements even when your services cost them nothing—then you might feel a bit apprehensive now. But this is nothing to be afraid of! It’s simply an opportunity to improve the way you communicate your value.

Instead of shying away, use this as a chance to refine your pitch and get really good at explaining how your fee works and why it’s worth it. Clients appreciate honesty and clarity, especially when it comes to their money.

Invest in Your Lead Conversion Skills

Too many agents focus all their energy on lead generation while neglecting lead conversion. Remember, generating leads is only half the battle; converting them is where the real success lies. It’s about more than just collecting leads; it’s about turning those leads into loyal clients. The more you invest in learning how to convert your leads, the more successful you’ll be.

Final Thoughts

The words you use in your real estate conversations are directly tied to your success. By refining your language, clearly communicating your value, and understanding how to discuss your fees effectively, you can position yourself as the go-to expert for clients. This approach not only helps in securing agreements but also builds trust and long-term relationships with clients.

If you’re not already subscribed to Agent Inner Circle, make sure to do that now to stay updated with more tips and strategies to boost your real estate career.

And if you’re looking for more in-depth training on lead conversion, check out AgentLeadToClose.com – there’s no contract, just pay as you go!

Stay tuned for more tips next week, and keep honing those skills!