Inspired by the game-changing insights from Phil M Jones' workshop at KW Family Reunion 2025.
Have you ever found yourself in a crucial conversation with a buyer, only to freeze in the moment? You know the right words exist, but they don’t come out quite right or at all.
You’re not alone.
The worst time to think about what to say is the moment you’re saying it. Yet, most real estate professionals rely on winging it rather than preparing for the key moments that matter.
That’s where we get scrappy and tactical.
The Four Cornerstones of Conversation
Phil M Jones, the master of sales conversations, emphasizes that great conversations don’t happen by accident. They are intentional, structured, and built around four core ideas:
Curiosity is the fuel for great conversations. The person asking the questions controls the conversation.
People act for their own reasons, not yours. Instead of selling, guide them toward realizing their own needs.
Preparation beats perfection. You don’t need to memorize scripts you need to be prepared for the moments that count.
Control the narrative. Address the elephant in the room before it controls you.
Now, let’s talk about the 10 key moments in your buyer conversations that can change everything.
1. Responding to "How’s the Market?"
Most buyers ask this because they don’t know what else to say. A weak response? “Why do you ask?” That puts them on the defensive. Instead, shift their curiosity.
Try: “That’s an interesting question. The market is all about confidence, security, and opportunity. Tell me, what part of the market are you most curious about?”
This response keeps you in control, opens a door, and shifts the focus back to them.
2. The Friends and Family Rant
Most people don’t know how to talk about real estate with you. If they did, they’d refer you more often. The solution? Create an “elevator rant.”
This isn’t a boring pitch it’s a passionate, opinionated statement about the market that educates and engages.
For example: “It drives me crazy that people believe headlines over actual market data. Did you know that right now, buyers have an opportunity they didn’t have six months ago? Let me explain…”
When you get mad about the right things, people trust you with the solution.
3. The Online Lead Opening
Online leads are skeptical. They don’t want to be sold to, and they don’t remember filling out a form. Your opening line matters.
Instead of “How can I help you?” (which screams salesperson), use OFQ:
Opening: “Good morning, I saw you clicked on our site.” Fact: “That home is in a great neighborhood.” Question: “What stood out to you about it?”
Easy, natural, and non-threatening.
4. The Open House Greeting
Stop asking, “What brings you in today?” The answer is always, “The house.”
Instead, shift the focus:
“Where did you travel from to get here today?”
This simple tweak gives you context, are they local? From out of town? Just looking?
Then, instead of a hard sell, give them a treasure hunt:
“When you’re upstairs, check out the cabinets. And when you’re in the backyard, look back at the deck it’s got a unique design.”
This keeps them engaged and gives you a natural reason to follow up:
“What did you think of the kitchen layout?”
5. The “Would It Help If…?” Technique
Buyers hesitate because they’re missing a key piece of information. Your job is to uncover what’s stopping them.
“Would it help if I walked you through how the money works?”
“Would it help if we discussed the timeline?”
“Would it help if I showed you a few off-market properties?”
This technique removes friction and moves the conversation forward.
6. Talking About Commissions with Confidence
You get paid what you ask for—if you believe in your value.
Try this bold approach:
"I’m probably the most expensive agent you’ll meet. Here’s why that works in your favor…"
Own your worth. Explain your process. Show the risk you take on upfront. The right buyers will see the value.
7. Handling “We’re Waiting for the Market to Change”
Waiting is almost always more expensive. But don’t just say that—help them discover it themselves.
Ask:
"What needs to be true for you to feel confident buying today?"
They’ll say: “Lower interest rates” or “More inventory.”
Then ask:
"If rates drop, what do you think will happen to prices?"
They’ll connect the dots: waiting could cost them more in the long run.
8. Creating Certainty in Decision-Making
Buyers need to feel smart, capable, and good about their decision.
Guide them by validating their thought process:
"You’ve done your research. You’ve considered all the factors. This is a smart move."
Great decisions feel effortless—help them get there.
9. The Buyer Consultation Close
Most agents end with: “So… what do you think?” That creates uncertainty. Instead, choreograph the next steps.
"So here’s what happens next…"
Spell out the process, step by step, so they feel in control.
10. The Imperfect Perfect Outcome
No buyer gets 100% of what they want. But a great agent helps them focus on what matters most.
Instead of pushing a decision, give them choices:
"Here are three options. Which one feels like the least painful compromise?"
This reframes the decision from “Do I buy?” to “Which option works best?”
The Bottom Line: Get Better Every Day
The best agents don’t practice on their prospects. They prepare for the moments that count.
Next time you’re in a buyer conversation, remember:
The person asking the questions controls the conversation.
The right words at the right moment can change everything.
Practice beats perfection—so get scrappy and tactical.
And most importantly: Would it help if you started applying this today?
Let’s make it happen.
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