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One of the most common – and avoidable – reasons agents lose listings is because they crush the seller’s expectations too early. Simply, agents need to stop being “dream thieves” at the listing appointment, writes Adrian Bo.
Instead of leading with doubt or resistance when a vendor shares their dream price, the best agents focus on possibility, process, and professionalism.
It’s not your job to shut the door
Who are we as agents to decide what’s not possible?
If a property is:
- Well-presented
- Marketed strategically
- Priced with care
- Supported by strong buyer engagement
Then there is no reason to immediately assume the vendor’s dream price is out of reach. In fact, dismissing it too early can break trust, kill momentum, and cost you the listing altogether.
Take the vendor on the journey
If the market response doesn’t support the vendor’s expectations, that’s not a failure – it’s an opportunity to guide.
As Adrian puts it, the goal is to take the seller on a journey of objective data, consistent feedback, and open communication. That means:
- Providing forensic analytics based on current comparable sales.
- Sharing insights from buyer inspections and online activity.
- Maintaining ongoing, transparent conversations throughout the campaign.
This approach earns trust, builds rapport, and gives you the authority to present reality – without crushing their goals.
Let the market do the talking
Ultimately, our job is not to dictate the outcome. It’s to create the right environment for the vendor to make informed decisions.
If a strong offer comes in – below their original expectations – it’s your responsibility to present it professionally, backed by data, and give the seller the opportunity to consider their next steps.
Sometimes, that offer is enough to move forward. Sometimes, it’s not. Either way, the vendor deserves the right to choose – not be told what’s unrealistic before the campaign has even begun.
Sellers are allowed to dream. Your role is to support that dream by launching the most effective campaign possible, then guiding them with integrity, data, and consistent feedback.
When you respect the dream while staying anchored in reality, you don’t lose listings – you earn long-term relationships.
Adrian Bo is the CEO of Adrian Bo Real Estate Training & Auctions.
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