# Objection Handling Scripts for Listing Presentations

Adapted from Tom Ferry, Tom Panos, and Phil M. Jones for UK estate agents.

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## 1. "Your fee is too high"

**Script:**

> "Totally fair question. Can I ask — compared to what?"

Let them answer. Then:

> "Of course, you want the best possible price for your property. My job is to create demand so we attract multiple buyers and maximise your result. If I could show you how our marketing and strategy could potentially put tens of thousands more in your pocket, would the fee still be the main concern?"

**Why it works:** You don't defend the fee immediately. You shift to value.

> "The commission conversation should always become a results conversation." — Tom Ferry

**Alternative (Tom Panos):**

> "It's the process, not the promise of a price, that's going to get you the best result. Let's talk about that process."

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## 2. "We want to try a higher price"

**Script:**

> "I completely understand. Everyone wants to achieve the highest possible price."

Pause.

> "Can I ask — if the market tells us in the first few weeks that buyers aren't responding at that level, would you be comfortable adjusting quickly so we don't lose momentum?"

Follow up:

> "The first two weeks are when a property gets the most attention. Pricing correctly at launch is the best way to attract the strongest buyers."

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## 3. "We want to think about it"

**Script:**

> "Of course. Selling your home is a significant decision."

Pause.

> "Just so I understand — is there something specific you're unsure about that I can help clarify?"

Then:

> "Is it the pricing, the marketing approach, or choosing the right agent?"

**Principle:** "Think about it" usually hides the real objection. Your job is to uncover it.

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## 4. "Another agent is cheaper"

**Script:**

> "I understand. Choosing the right agent is important."

Pause.

> "Out of curiosity, besides the fee, what else are you considering when deciding who to work with?"

After they answer:

> "The last thing I'd want is for you to choose purely on price and miss out on the best result."

Then:

> "Sometimes the cheapest agent ends up being the most expensive if the property sits on the market or sells below its potential."

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## 5. "We want to interview other agents"

**Script:**

> "That makes complete sense. You should absolutely meet with a few agents before making a decision."

Pause.

> "Just out of curiosity — what will you be comparing between the agents?"

Then:

> "When you're comparing, I'd suggest looking at three things: marketing quality, negotiation strategy, and track record of results."

Then:

> "When are you planning to make your decision?"

This keeps you in control of the timeline.

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## 6. "We want to try selling it ourselves"

**Script:**

> "I respect that. Many people consider that."

Pause.

> "Can I ask what made you want to try selling privately?"

After they answer:

> "Totally understandable. The challenge most vendors run into is qualifying buyers, negotiating effectively, and getting the sale through to exchange and completion."

Then:

> "If you do try it privately and find it becomes overwhelming, I'd be happy to step in and help."

Keep the relationship warm.

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## 7. "The market is bad right now"

**Script:**

> "I understand why it might feel that way."

Pause.

> "Can I ask — what have you seen or heard about the market?"

Then explain with local data:

> "The reality is that properties priced correctly and marketed well are still selling. The difference today is strategy."

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## 8. "We'll wait until the market improves"

**Script:**

> "That's completely understandable."

Pause.

> "Can I ask — what specifically would you like to see change before moving forward?"

Then reframe:

> "One thing to consider is that when the market improves, competition increases as well. Right now you may actually have fewer properties competing with yours."

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## The 4-Step Objection Formula

Almost all scripts follow this structure:

1. **Acknowledge** the concern
2. **Ask** a question
3. **Understand** the real objection
4. **Reframe** the conversation

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## Phil M. Jones Power Phrases for Appraisals

These language patterns reduce resistance:

- **"I'm not sure if it's for you, but…"** — lowers defences
- **"Just imagine…"** — activates visualisation ("Just imagine what it would feel like to have this sold before summer")
- **"How open-minded would you be…"** — introduces ideas without pressure
- **"What do you know about…"** — uncovers knowledge level
- **"Before you decide…"** — creates curiosity
- **"If… then…"** — conditional close ("If we could achieve that price, would you be comfortable moving forward?")
- **"When would be a good time?"** — assumes action will happen

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## Tom Panos Question-Based Approach

During the property tour, use these questions:

- "Have you ever sold a property before?"
- "How did it go?"
- "What did you like about the process?"
- "What didn't you like about the process?"
- "When selecting an agent, what are the top three things you're looking for?"
- "Are you going to choose an agent based on the things they can't control (like the price) or the things they CAN control — the marketing, strategy, and negotiation ability?"

**Principle:** "Rookies make statements. Top agents ask questions."