If you’re still thinking negotiation begins when the buyer submits an offer, it’s time to shift your mindset. Great agents know that the seeds of a successful sale are sown early—sometimes in the very first call. In this article, we’ll explore how forward-thinking agents and agencies approach negotiation as a proactive, strategic process to consistently drive better results.
The First Call Is the First Negotiation
Most agents believe negotiation begins once a buyer expresses interest with a formal offer. But for high-performance agencies, the process starts much earlier — during the very first phone call or property inquiry.
Why this matters:
Every conversation influences perception of value.
Buyers begin forming emotional and rational judgments from the moment they engage.
Early communication sets the tone for how seriously they approach the property.
By recognising that the negotiation starts at first contact, leaders can coach their teams to be more intentional, more strategic, and more successful.
The Three Sales Every Agent Must Make
Before a buyer falls in love with a property, they need to be sold on three things:
The Area – Why this suburb or region is the right investment.
The Street – What makes the immediate location desirable or unique.
The Property – The emotional and financial value of the home itself.
These are the three critical sales agents must make — before negotiating price. This approach builds trust and authority, while creating a narrative that leads the buyer toward a confident decision.
Questions That Position Value Early
Rather than jumping straight into facts and figures, top agents guide conversations with strategic questions that uncover buyer motivation and position the property more effectively.
Examples:
“Thanks for your interest! What is it about this property that stood out for you?”
“Tell me, what’s had you shortlist this home ahead of others?”
These questions do two powerful things:
They reveal the buyer’s motivations and emotional drivers.
They allow the agent to tailor their response and increase perceived value.
Creating Scarcity Through Market Insight
A key part of early-stage negotiation is setting the scene for scarcity — not through pressure tactics, but by sharing valuable, relevant market intelligence.
For example:
“Just so you’re aware, only two three-bedroom homes have come up in this street over the past 18 months.”
This kind of insight positions the property as rare and desirable, increasing urgency and reducing the likelihood of low-ball offers.
For more blog articles, click here.
********
Real Estate Leaders: Elevate Your Impact at The Business of Real Estate
If you’re serious about building a future-focused, high-performance agency, there’s no better place to connect with industry thought leaders than The Business of Real Estate.
This premier event celebrates its 10th year in 2025, bringing together Australia’s top real estate minds for two days of insight, innovation, and inspiration.
Join us and discover how to:
Lead in a shifting property market
Build a culture of excellence and accountability
Navigate change with confidence and clarity
Your leadership evolution starts now. See you at The Business of Real Estate.
