One of the most overlooked skills in real estate is knowing how to help an uncertain buyer move forward with confidence. In today’s market, there are countless buyers who feel unsure. Unsure if it’s the right time to purchase, unsure if this is the right property, or unsure if they’re ready to make a decision at all.
Your role is not to push. Your role is to guide.
And one of the simplest ways to do that is by identifying whether their hesitation is about the property or the price. When you can isolate that, you create clarity for the buyer and direction for yourself as the agent.
Clarifying the Property Concerns
If the hesitation lies with the property, the next step is to uncover their non-negotiables. What must the home have for them to feel confident moving forward? It could be natural light, parking, proximity to schools, a north-east aspect, or outdoor space for a growing family. Help them articulate what they’re really looking for so that you can better match them with the right home.
Often, buyers haven’t clearly defined what’s important to them. When you guide them through that process, you build trust and show value beyond the transaction itself.
Understanding Price Reluctance
On the other hand, if it’s the price that’s holding them back, that presents a different opportunity. They may have a strict budget that the property doesn’t fit into, in which case your job is to redirect them to more suitable options. Or, they might be able to stretch further financially but need to feel confident that the value is truly there.
This is where your ability to provide comparable sales, current market insights, and buyer competition context comes into play. Objective data can help shift their perspective and give them the confidence they need to act.
Create a Clear Path Forward
It’s impossible to help a buyer progress when you don’t know what’s holding them back. Without that clarity, the campaign stalls, frustration builds, and the buyer may walk away entirely.
Your goal is not to convince them. It is to guide them.
Ask direct questions. Create a binary choice. Then adjust your strategy to either find a better property or help them navigate their price expectations.
Buyers don’t just want a home. They want certainty. And the agent who delivers that will always stand out.
By Adrian Bo, CEO of Adrian Bo Real Estate Training & Auctions