HOW TO MASTER THE OBJECTION HANDLING GAME | Kevin Ray Ward

The money making skill in real estate is your conversation with a seller. You're going to run into questions that they have. And those questions are the, they are the, they're the wall between a yes and a no. And so learning how to handle objections is critically important. How do we handle objections? So here's the first thing. Behind every objection that every seller has, and primarily focusing on seller objections, not buyer objections, because sellers are really the name of the game. You want to win the game, real estate, you need to get listings. When you get listings, you need to win sellers. So here's the first thing, and that is understanding the question behind the question. So if they threw out the objection, how long you've been selling real estate, or how many homes we sold in this price range, or what kind of marketing you're going to do, or are you going to do this for us? Are you going to hold open house events? Will you reduce your commission? How much is your commission? All of these are questions. The yes to you, to hire you, is on the other side of this question, right? But behind every one of those questions is a deeper question. And here's the question. Every seller's ultimate question is, are you the best agent to get me the best result? That's what they want to know. The moment they are crystal clear, the moment they're like, okay, no question about it, you're the best agent to help me get the best results. That's the moment you get the yes. All resistance falls away. Once they are convinced that you're the one, you're the best agent that's going to help me get the best results in spite of whatever commission. However long you've been doing real estate, all of those things are irrelevant. I believe you're the best agent to help me get the best result. The listing is yours. So how do I get to that point of answering the question? Are you the best agent to get me the best results? So first, I'm going to give you a frame of how you got to think. Here's what you got to think. I am the best decision you could ever make. You have to believe this. As a real estate agent, your best power, the most powerful you will ever be when it comes to handling objections is when you have this belief that I am the best decision you could ever make. For you to hire another agent or for you to not hire me, that would be a huge mistake. So your belief, your certainty, your confidence is the first and most powerful key to overcoming any objection. Because that's what the seller is looking for? They're looking for certainty. They're looking for confidence. And if they don't feel that confidence in you, then they don't have confidence. If you're not confident in your ability to sell their house and your ability to get them to say yes, if you're not confident in your ability to deliver the best results, how in the world can you expect them to be confident? Because you're asking them to entrust you with the sale of or the disposition of a $1 million asset, or a $500,000 asset or a $3 million asset. You're asking them to entrust you with that. They got to have confidence. And if you don't have confidence, they're not going to have confidence. You got to have that confidence. Now, how do you get that kind of confidence? There's no shortcut. Okay, here's how. You got to get good practice and role play. Practice and role play. You got to be willing to do this. Okay, so how do you do it? Just start role playing with other agents in your office, with another agent, and just start practicing these objections. Chant them over and over. The one, the objections you hear, the most you're most likely to hear is master one at a time. And they get out there and start having the conversations. You're going to get stumped by objections. So what do you do? Get. Get stunt fight through it and then say, okay, how do. What do I need to do to get better at that? Okay. Certainty and confidence comes from knowing what you are doing. Now, I'm also going to say this. You don't have to know the exact answer to every question or the best way to handle every objection to get past it. If you just. You know what, that's a great question. I don't even know the answer to it. But here's what I'm gonna tell you. Nobody's gonna work harder or do more for you to get your home sold than I am not. That's gotta be true. You gotta believe that. But just having that certainty. So here was an example of a great objection handler. I was working with one of my coaching members years ago, and he had never taken a listing over a million dollars. So luxury market, luxury home. And he's like, okay. And then they asked the question, how many homes over a million dollars have you sold? How many luxury homes have you actually sold? And his answer was, that is a great question. You'll be my first. However, can I tell you something else? Okay. I sell every single home that I list. I sell it for top dollar and that's what I'm going to do for your home, regardless of the price. I know what to do to get your home sold for the most money, and I will guarantee it. That was it. That was the answer. Okay, I'm gonna get it done. I know what to do to sell a house. Doesn't matter the price range. I know exactly what to do to get your home sold for the most money, and I will guarantee that I can do that. What's the worst they can do? If you don't do it, then what are they gonna do? They can fire you. That's it. You could lose the listing. But you're not going to get the listing anyway if you don't have the shirt. So he's like, that is a great question. Now I want you to break down the understanding how we worded that and why this is so important. Here's why it's important. He didn't say when they said, how many homes have you sold over a million dollars? He didn't say, zero. I've never sold a home over a million dollars. He did not say that. What he said is, you will be my first. So what's he communicating? He's telling them the truth, that he hasn't sold any. But instead of focusing on what he hasn't done, he's focusing on his certainty and belief that he will sell their house. You will be my first. How many homes have you sold in this neighborhood? Great question. You'll be my very first one. However, can I tell you something else? So he answers their question, but instead of focusing on what he hasn't done, he's focuses on what he's going to do. That's certainty and confidence. And then he says, however, can I tell you something else? Okay. Which is now him. This is you taking back control of the conversation. So when you handle an objection, you answer the objection. You acknowledge it. That's a great question. Answer it. And then you take back control by asking another question. However, can I tell you something else that he really. The question is just a rhetorical question, right? But they go like, yeah, what else? Okay. So it's like, you'll be my first. However, can I say something else? Yes. Here's what I do. I sell every single lesson I take. I know exactly what to do to sell your home, and I will guarantee it. Okay, so he redirects with a question. Can I tell you something else? And then he gives another statement of certainty. I know what to do. I will figure out what to do. I will do Everything it takes to get your home sold, period. And if after 30 days, you don't feel like I'm doing my job, you can fire me. Fair enough. I'm giving you some different angles here of how you can handle it, but the key is being in a position of certainty where you just can handle. Where you handle the objection. And then you answer it, redirect it with another question, which means you take back control of the conversation, and then you go back and refocus on what it is they want. Here's another example. All right, so let's just say it's the commission question. So we talked to another agent. They said they would do a 4%. Will you reduce your commission? Ah, so you had another agent say they would do it for 4%. What's a great question. And I don't discount commissions. Can I tell you why? And they say, yeah, why? The reason I don't discount commissions is because I don't discount results. Because, see, there's already a lot of agents out there. They'll take a listing and they'll discount their commissions because they don't know how else to get business. But then they also don't know how to get the property sold for the most money. So which is more important to you? You're looking for the cheapest agent, or are you looking for the agent that will get you the most money in your pocket? Well, I mean, we want the most money. Exactly. But we also don't want to pay an arm and leg on commission. I get that, but which is more important, the amount of the commission or the amount of money you get in your pocket after. Even after commissions and everything? Well, the most money in the. Out of pocket. Okay, perfect. Because, see, the reason sellers hire me is because I help them get the most money in their pocket, Period. That's what I do. If that's what you're looking for, I'm your agent. If you're just looking for the cheapest agent, I'm probably not your guy. Which is also. Now I've given him an emotional takeaway. When I say, if you're looking for the cheapest agent, I'm probably not your guy. But if you're looking for the agent that will get you the most money in your pocket, after commissions and everything, then that's why people hire me. So what am I doing? I'm answering their question honestly, straightforward. I'm also wording it in a way that frames the cheap agent, the agent that reduces their commission. It frames them in a negative light. What's the negative light. They're cheap and they're discount. Are you looking for discount results? Why don't you hire a discount agent? How in the world can you expect to get more from an agent who specializes in less? So I'm giving you some different angles here. And all of this is in my book of yes scripts. Oh, it's over there in the book of yes scripts, the Vortex edition. Again, when you order a, pre order a copy of the book. More yes the more yes more success. Go to more yesbook.com and order pre order a copy that you're going to get the scripts, okay? All the scripts are going to be included. So everything I'm giving you here, these scripts are inside the book of yes, Vortex Edition. All right? So what I'm doing is I'm redirecting them away from. I'm reframing the agent who reduces commission as a cheap agent, a discount, right? And then I'm refocusing their mind on what is it you want? Is it the commission or is it the outcome? So are you looking for the cheapest agent or are you looking for the most money in your pocket? If you're looking for the cheapest agent, I'm probably not your guy. If you're looking for the most money in your pocket, that's why people hire me, which is creating affirming certainty I know how to deliver the best results and get you more money in your pocket. Because look, an agent who's always going out and discounting commissions, now here's some advance. I'm going to give you a little more advanced objection handling here. So see here, it sounds good and all that for an agent who reduces their commission. But here's what's happening is this is an agent typically who does not know how to stand up for their own value. How in the world are they going to be able to stand up for you and the value of your home? And can I tell you the worst part? See, the worst part is that kind of an agent will come in and they will literally discount your, the price on your home and they'll tell other agents and buyers that you'll take less and that everything's negotiable. They will literally cost you tens of thousands of dollars of your equity because they don't know how to stand up for your value. And you know what the worst part of it is? You'll never even know how much of your equity they gave up. And that's why, again, I'm asking, do you want to. Are you looking for that cheap agent, that discount agent that they know the only way they know how to get business is by discounting things. If they'll discount their. Their price, they'll discount the price of your home. Does that make sense? And you don't want that. So I'm. You're now leading them how to make this decision. You're doing several things. You're making it about them and what they want. Right? What they want is the most money in their pocket. I'm redirecting it away from the amount of the commission and redirecting it to the outcome that is important to them. Okay. I'm basically making the agent who is discounting their commission, showing that agent probably doesn't have as much value. That's the reason they're cheaper, right? I mean, this is just a lot of anything is the cheaper the value, the less the value is, the less the price is. So why would they charge less unless there's less value? And they don't know how to stand up for their value. They don't know how to deliver the value. I know how to deliver. Okay. And then here's the other piece of this and really important key of objection handling. People do not like to be told no. So we call it a resistance trigger. If you just say my says, well, you do this, you say no. It's kind of like fighting words, right? Will you do this for me? No. Now I've got them now it's adversarial. It's like them against me. They're saying, we want this and you're saying no to them. Nobody likes to be told though, so we never tell them no. Will you reduce your commission? That is a great question and appreciate you asking. I don't discount my commission. Can I tell you why? So instead of saying no, I made affirmative statements that I don't discount my commission. And here's the reason. So I give them an answer that is not a direct no, and I give them a reason that I don't discount the commission. But I don't just use the word no because the word no is an immediate shutdown. It immediately makes people want to fight. It immediately makes them want to say no right back to you. Well, you're just commissioned no. Okay, then, no, we won't hire you. That's what it makes them want to say. So we, like give them a answer that reframes their question and then we give them a reason why it's not in their benefit to have an agent that reduces the commission. Oh, last thing. And this is critical. This, like, this is good stuff. Every time they throw an objection at you, every time you get an objection from a prospect, from a lead, from a seller, whether you're on the phone, whether you're at the listing appointment, wherever it is, every time they throw you an objection, you should get really, really excited. And here's why. The only prospects, the only leads, the only people that will ever throw out a real objection is somebody who is actually wants to hire you when they throw an objection at you. How long you miss on real estate? Where were you when my office was on the market before all those objections that you get? How much is your commission? Will you reduce your commission? How long is your listing listing agreement for? Will you do it for less time? Every one of those questions, here's what they're saying. I want to hire you. I want to say yes to you, I want to hire you. But I don't feel yet the certainty that I need to say yes. So every time that you get an objection, it is them saying, yes, I want to hire you. Help me make a decision, be pleased, be the agent that I need. So every time they ask you a question, they throw out an objection. They're saying, I want to hire you, I want to hire you. I want you to be the one, I want to choose you. So instead of letting objections freak you out, objections should hire you up and go like, yes, they want to work with me. Yes. So now all I got to do, answer the question and then it's just a matter of them saying yes. And this is the frame. You have to be, you have to get to a point where you enjoy and anticipate with excitement that you anticipate objection. And I bring them on, I love them. Because the objection is just one more stepping stone to the next. Yes. And that's it. Any questions you've got, post them. Any comments, make sure you're subscribed to the channel. Give the video a thumbs up if this video has been helpful for you in understanding a little bit better how to master the objection handling game for real estate agents. Play to win and always expect yes.