May 5, 2025 written by Fello
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The ability to communicate effectively with clients has a lot to do with your success. One of the most challenging conversations is when you need to set realistic expectations without dampening someone’s enthusiasm.
But here’s why setting expectations properly is crucial:
- Builds trust: Clients appreciate transparency, even when the news isn’t ideal.
- Prevents disappointment: Being upfront generally results in more satisfied clients.
- Saves time: Addressing potential issues early helps you avoid wasted effort.
- Protects your reputation: Clients who feel misled often leave negative reviews.
So, it’s important not to shy away from difficult conversations, but there is a delicate balance between being honest and preserving positivity in the client relationship. The way to prepare for these conversations is with thoughtful real estate scripts that use carefully crafted language to build client confidence without presenting a false reality.
Here are several conversation scenarios with real scripts you can modify to make them your own:
Pricing Conversation Scripts
Scenario #1: Your seller believes their home is worth significantly more than market value suggests.
Less effective approach: “Your price is way too high, and no one will pay that in this market.”
Effective real estate script: “You’ve put a lot of investment into your home, and it really shows. Based on recent comparable sales in your neighborhood, homes with similar features are selling in the $X to $Y range. To generate the most interest and potentially get multiple offers, pricing within this range would position us strategically and create an environment where we can choose the best offer. This approach typically results in a faster sale and often a better final price. If you’re ready to move forward, what aspects of your home do you think make it stand out from the comparable properties?”
Get Laurie Reader's tips for handling pricing conversations →
Scenario #2: Your buyer is interested in properties that exceed their budget and needs to adjust expectations.
Less effective approach: “You can’t afford what you want in this neighborhood.”
Effective script: “I’m excited to help you find the perfect home. Based on your priorities of [specific features they want], I’ve analyzed what’s available in your preferred neighborhoods. Properties with those features typically range from $X to $Y. We have two options: we can focus on homes within your current budget by adjusting some of your priorities, or we can explore neighborhoods where your budget stretches further while keeping all your must-haves. Which option matters most to you right now?”
Timeline Expectation Scripts
Scenario #1: Your seller expects their home to sell within days when the average market time is much longer.
Less effective approach: “It’s going to take months to sell your house.”
Effective real estate script: “I’m committed to selling your home as quickly as possible for the best price. Currently, comparable homes in this area are taking an average of [X days/weeks] to sell. Our marketing strategy is designed to generate maximum exposure in the first two weeks — which is usually the most critical period. If we price strategically at $X, prepare the home well, and implement our full marketing plan, it’s possible to outperform the market average. Would you like me to walk you through our marketing strategy so you can see how it’s designed to optimize your timeline?”
Scenario #2: Your buyer thinks they’ll find and close on their dream home in two weeks.
Less effective approach: “That timeline is probably impossible.”
Effective script: “I appreciate your enthusiasm to move quickly, and I’m ready to work at whatever pace suits you. Based on current market conditions, buyers typically view an average of [X number] homes before finding the right match, which takes about [timeframe]. Once you’ve found your home, the closing process generally takes [X days/weeks], including inspection, appraisal, and loan processing. Let’s create a strategy that maximizes efficiency. Would it be helpful if I laid out a realistic timeline with milestones so you can plan accordingly?”
Learn why and when to use simple scripting in home value conversations. →
Market Condition Scripts
Scenario #1: The market is changing from a seller’s to a buyer’s market.
Less effective approach: “The market is crashing, so you need to drop your price.”
Effective script: “The market is currently undergoing a natural adjustment phase. Six months ago, homes were getting multiple offers within days, but now we’re seeing properties take about [X days] longer to sell compared to last quarter, and price reductions have increased by [X%]. This isn’t cause for concern. It’s just a return to a more balanced market. To stay ahead of this trend, our strategy includes [specific tactics: competitive pricing, enhanced staging, targeted marketing]. This strategy has helped my recent sellers successfully navigate these market conditions. How does this align with your selling timeline and goals?”
Scenario #2: Your buyer entering a competitive market is unprepared for a bidding war.
Less effective approach: “You’ll probably lose out on multiple homes before you get one.”
Effective real estate script: “In our current market, desirable homes often get multiple offers within [timeframe]. This means we need to use a little preparation and strategy. My clients who’ve recently purchased worked with me to become fully pre-approved (not just pre-qualified), understand their financial boundaries clearly, and identify which contingencies they could waive if necessary. I’d like to develop a similar personalized strategy for you, so when the right home comes on the market, we can act. Does it make sense to take 15 minutes now to create your competitive offer strategy?”
Property Condition Scripts
Scenario #1: Your seller’s home has deferred maintenance issues that will impact marketability.
Less effective approach: “Your house has too many problems to sell as-is.”
Effective script: “Thank you for showing me your home today. It has wonderful [positive aspects]. Based on my experience with today’s buyers and what similar homes are offering, I’ve identified a few items that might affect our marketing position. Specifically, [issues 1-3] are areas that inspectors typically flag, so addressing them now could prevent future negotiation challenges. I have reliable, cost-effective contractors who could help take care of these items before we list, which could potentially increase your final sale price by [estimated amount]. Would you like my recommendation on which items would provide the best return on investment?”
Scenario #2: Your buyer loves a home but hasn’t considered its limitations.
Less effective approach: “This house has major problems you’re overlooking.”
Effective real estate script: “I can see why you’re drawn to this home. Its [positive features] make it really attractive. As your advocate, I want to make sure you have complete information for your decision. The [specific limitations] are important to consider since they could affect [resale value/future costs/lifestyle]. Based on my experience, addressing these aspects would cost approximately [amount range], which might influence your offer price or future budgeting. Many of my clients have successfully managed similar situations by [potential solutions]. Would it be helpful to discuss what they’ve done that could help you still enjoy all the benefits this home offers?”
Financing Reality Scripts
Scenario #1: Your buyer is pre-approved for less than they hoped.
Less effective approach: “You’ll need to lower your expectations or get a better job.”
Effective script: “Thank you for completing the pre-approval process — that’s an important first step many buyers skip. Based on the lender’s assessment, your current approval of [amount] gives us a clear framework to work with. While this might be different than your initial target, I’ve helped many clients in similar situations find wonderful homes they love. We have several options: we can focus on properties that offer the best value within this range, explore neighborhoods where your dollars stretch further, or discuss with your lender whether there are options to strengthen your position over time. What would you like to explore first?”
Scenario #2: Your first-time buyer hasn’t budgeted for closing costs and other expenses.
Less effective approach: “You’ll need thousands more than you thought.”
Effective script: “I’m excited to guide you through your first home purchase. To avoid surprises, let’s take a moment to review the full financial picture beyond just the down payment. For a home in your target range, closing costs typically run about [X%] of the purchase price, which covers [brief explanation]. Additionally, most of my first-time buyers set aside [amount] for immediate moving expenses and initial homeownership costs. The good news is there are several things we can do to manage these costs effectively, including [2-3 specific strategies]. Would it be helpful if I created a complete cost breakdown so you can come up with a plan?”
Learn why and when to use simple scripting in home value conversations. →
Offer and Negotiation Scripts
Scenario #1: Your seller receives an offer significantly below the asking price.
Less effective approach: “This offer is insulting and not worth considering.”
Effective real estate script: “I’ve received an offer on your property, and while the price of [amount] is [X%] below our asking price, I see several potential opportunities here. First, these buyers are [positive aspects: pre-approved, flexible on closing, minimal contingencies]. Before responding, let’s think about it: We’ve been on the market for [timeframe], received [number] showings, and this is our [first/second/etc.] offer. Given the current market conditions and feedback from other showings, I recommend we [specific counter-offer strategy]. This approach acknowledges their interest while maintaining our position on [key aspects]. How does this strategy align with your goals?”
Learn about cash offers and why sellers should consider them. →
Scenario #2: Your buyer needs to make a strong offer in a competitive situation but is hesitant.
Less effective approach: “If you don’t offer over the asking price, don’t bother.”
Effective script: “Based on my market analysis, this property is getting significant attention because of its [specific desirable features]. Similar homes have recently sold for [price range], and this one is likely to get multiple offers. Rather than focusing solely on price, let’s create an offer that considers the seller’s potential priorities. Beyond price, we can strengthen your position through [specific strategies: flexible closing timeline, minimal contingencies, personalized letter where appropriate]. This balanced approach has helped my clients succeed in similar situations without overextending financially. What about this home is most valuable to you, so we can structure the offer accordingly?”
Inspection and Appraisal Scripts
Scenario #1: The inspection reveals issues your buyer wasn’t expecting.
Less effective approach: “All houses have problems — this isn’t a big deal.”
Effective real estate script: “Thank you for investing in a thorough inspection. The report identifies [summarize key findings], which is valuable information for your decision. In my experience, homes of this age typically show similar patterns, and these findings represent [normal/somewhat concerning/significant] issues compared to similar properties. We can categorize these items in a few ways: safety concerns that might need immediate attention, maintenance items that could be addressed over time, and cosmetic issues. Based on this assessment, we have several options: request repairs for critical items, negotiate a credit to handle these yourself, or adjust the purchase price. Which approach feels most comfortable for your situation?”
Scenario #2: The appraisal comes in below the contract price.
Less effective approach: “You’ll need to come up with the difference or lose the house.”
Effective script: “I’ve reviewed the appraisal report, which values the home at [amount], which is [gap amount] below our contract price. This situation occurs in about [X%] of transactions in our current market. You have several options to consider: we can renegotiate with the seller based on this third-party assessment, you can bridge the difference if you believe the home’s value exceeds the appraisal (which many buyers do in this market), or we can explore whether the appraiser missed relevant comparable sales that might justify a reconsideration. Each approach has different implications for your financial position and this purchase. Which option would you like to explore first?”
Real Estate Scripts for Building Long-Term Client Relationships
Scenario #1: Establishing communication expectations at the beginning of the relationship.
Effective real estate script: “I’m a big believer in clear communication. In my experience, it’s the foundation of a successful partnership. So, my commitment to you includes [specific communication promises: daily updates during critical phases, weekly check-ins during longer processes, prompt responses within X hours]. I also provide [types of reports/updates] to keep you fully informed about market conditions and our progress. To serve you best, what are your communication preferences — phone calls, texts, emails, or a combination? And are there particular days or times that work better for our regular check-ins?”
Learn about why the details matter when building relationships. →
Scenario #2: Client expectations have drifted from market realities or agreed-upon strategies.
Effective real estate script: “I appreciate your partnership in this process, and your goals remain my top priority. Since we began working together, we've seen [specific market shifts or new information]. Based on these developments, I recommend we revisit our strategy to ensure it still works for you. Specifically, [proposed adjustment] would address [specific challenge] while keeping us focused on your primary goal of [their main objective]. How does this adjustment feel in relation to what matters most to you right now?”
Enhance Your Conversations with Real Estate Scripts Today
In real estate, empathic, transparent, solution-driven communication builds stronger client relationships — even when you have to address a challenge or setback. When your clients feel you’re being forthright and supportive, they’re able to develop the trust necessary for a successful real estate transaction and a long-term professional relationship.
By using real estate scripts like the ones above, you can set realistic expectations with your clients without stomping on their confidence or enthusiasm. Incorporate these scripts into your practice, adapt them to your personal style and specific client situations, and over time, you’ll accumulate your own library of effective communication tools that help you navigate any scenario.
Ready to transform your client interactions? Schedule a demo to see how Fello’s tools can support seller lead generation, create effective communication, increase listing appointments, and close more deals.
Already a Fello user? These strategies can work for you too. Schedule a call with your CSM or email success@fello.ai to discuss.