# Phil Jones — Magic Words for Price Conversations

Source: "Exactly What to Say" by Phil M. Jones

These phrases are specifically selected for price negotiation, fee protection, and value conversations in estate agency.

## For Fee Protection

### "I'm not sure if it's for you, but…"
> "I'm not sure if it's for you, but our premium marketing package has consistently helped vendors achieve 5–10% more than the initial valuation."

Lowers resistance. Creates curiosity without pressure.

### "Just imagine…"
> "Just imagine the difference an extra £20,000 would make to your onward purchase."

Activates emotional visualisation. Shifts focus from fee to outcome.

### "How open-minded would you be…"
> "How open-minded would you be to investing a little more in marketing if it meant attracting stronger offers?"

Introduces the idea without forcing it.

### "Don't take my word for it"
> "Don't take my word for it — here are the results from the last five homes we've marketed at this level."

Shifts from opinion to evidence.

## For Price Reduction Conversations

### "Before you decide…"
> "Before you decide to hold at the current asking price, there's something you should see about how buyers are behaving this month."

Creates curiosity. Opens the door to data.

### "If… then…"
> "If we adjusted the guide price to £475,000, then we'd be visible to a much larger pool of active buyers. Would that be worth exploring?"

Conditional close that clarifies commitment.

### "Would it be a bad idea if…"
> "Would it be a bad idea if we tested a new price for two weeks and measured the response?"

Invites a safe "no" response. Vendor feels in control.

## For Handling "Your fee is too high"

### "What do you know about…"
> "What do you know about how fee levels typically correlate with sale prices in this area?"

Uncovers their knowledge level. Creates a teaching moment.

### "If you were to…"
> "If you were to choose the cheapest agent and the property took three months longer to sell, what would that cost you in terms of your onward move?"

Helps them calculate the real cost of "saving" on fees.

## Three Psychological Triggers in Price Conversations

1. **Curiosity** — "Before you decide…" creates an information gap they want to fill
2. **Autonomy** — "How open-minded would you be…" lets them feel they chose
3. **Imagination** — "Just imagine…" makes the outcome feel real before it happens

## The Golden Rule for Price Conversations

> "The difference between a good conversation and a great one is often just a few words."

Small changes in phrasing can be the difference between a vendor accepting your fee or choosing the cheaper agent.