Mastering Negotiation: The #1 Skill Every Real Estate Agent Needs

By David Brough

From a young age, real estate captured David's interest, and that passion has remained throughout his life. Over the past 15 years as a Realtor.

Here’s an uncomfortable truth: as you read this, you’re probably losing money on deals you could’ve won. Not because you’re bad at real estate, but because nobody has taught you how real negotiation actually works in our industry. I didn’t learn this in any licensing course. I discovered it through years of lost commissions and frustrating dead-end deals.

Negotiation isn’t what you think. Most agents believe negotiation happens only during offer discussions. But the reality is you’re negotiating when you pick up the phone with a client, schedule showings, and even discuss commission splits with your broker. Top performers don’t just negotiate better; they recognize every conversation as an opportunity to create value.

Your digital footprint is costing you deals. We’ve all been there – that quick text to another agent that came across too strong, the email you wrote in frustration that got forwarded to clients. In today’s market, every digital communication is potential evidence. The solution isn’t to stop communicating, but to master the art of purposeful messaging that moves deals forward while protecting your reputation. A text or email you send to another agent can easily end up in their client’s hands. If that message isn’t clear, respectful, or well-thought-out, it could confuse or stall the deal. Always assume your words will be shared, and make sure they reflect your professionalism.

The unexpected power of empathy. Early in my career, I thought tough negotiators had to be aggressive. Then I discovered a fundamental truth: people say “yes” faster when they feel understood. When you genuinely seek to understand the other party’s motivations, whether it’s a nervous seller or a stubborn buyer’s agent, you gain the ability to craft solutions that work for everyone. This isn’t touchy-feely theory; it’s how million-dollar producers operate.

There’s always someone influencing the deal. Not every decision is made by the buyer or seller alone. Family members, friends, and outside advisors often shape how people view offers and negotiations. That’s why it’s essential to approach every conversation with awareness and respect. You may be negotiating with more people than you think.

Lead with empathy, close with trust. Empathy is one of the most underrated negotiation tools. When people feel heard, they are more likely to respond positively and keep moving forward. That includes other agents, too. Whether they help or resist often comes down to how you treat them. Starting from a place of understanding builds trust, and trust is what keeps deals alive.

These insights barely scratch the surface of professional negotiation tactics. If you’re ready to stop wasting money and start closing more deals with less stress, let’s talk. Call or text me at 260-308-4335. You can also send me an email at David@AnthonyRealtors.com. And remember: in real estate, you don’t get what you deserve–you get what you negotiate. Make sure you’re armed with the right skills.