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In estate agency, objections aren’t roadblocks they’re opportunities. Whether you’re pitching for a new instruction or trying to win back a withdrawn listing, the key lies in reframing every hesitation around value.
Marketing is the most powerful differentiator an agent has today. The right visuals, strategy, and reach can transform a simple listing into a must-see home. Below, we explore common client objections and how to handle them using marketing as your advantage.
Winning the Instruction
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“Your fees are too high.”
It’s natural for homeowners to want to keep costs down. The key is to highlight what they’re truly paying for.
What to say:
“I completely understand wanting to keep costs down. What many homeowners don’t realise is that our fee includes a full marketing package: professional photography, a floorplan, enhanced Rightmove listing, and targeted social media campaigns. Those tools directly drive more viewings and stronger offers, which means you walk away with more money in your pocket. Would you like me to show you examples of how this worked for recent clients?”
Why it works:
It reframes cost as investment. Instead of defending your fee, you’re demonstrating measurable value that leads to better outcomes.
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“Another agent said they could get me more money.”
This is one of the most common objections and one of the easiest to overcome when you have strong marketing behind you.
What to say:
“Some agents will suggest a higher asking price to win the instruction, but without the right marketing, the property won’t achieve it. With our approach, from premium photos and video tours to targeted Facebook and Instagram ads, we’re not just guessing at a number, we’re actively creating more demand. Would you like me to show you how we put your property in front of thousands more buyers online?”
Why it works:
You shift the focus from price promises to proven strategy. This builds credibility and positions you as the expert who understands market dynamics, not just numbers.
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“We’re already talking to another agent.”
Rather than pushing back, acknowledge their process and position your offering as the differentiator.
What to say:
“That’s great you’re weighing up your options. What sets us apart is the quality and reach of our marketing. Many agents rely solely on portals. We go further, your property gets a bespoke marketing campaign across social media, email alerts, and professional media assets that make it stand out. Would you like me to show you how your property would be presented with us?”
Why it works:
This highlights what makes your agency different rather than what makes others wrong. It’s a confident, client-first response that invites curiosity.
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“We’ll think about it.”
A delay in decision-making often means hesitation, not disinterest. Here’s how to keep momentum.
What to say:
“Of course. The only thing I’d highlight is that momentum matters in marketing. Every day we wait, that’s a day your property isn’t being seen by serious buyers or tenants. I can get the marketing assets ready now, so if you decide, we can launch with maximum impact right away. Shall I prepare that for you?”
Why it works:
It introduces urgency without pressure. You’re positioning action as the smart, strategic move.
Winning Back a Withdrawal
Losing a listing isn’t the end, it’s a second chance to demonstrate expertise. When a client withdraws, it’s often not because the property failed but because the marketing did.
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“We didn’t get the result we wanted, we’re withdrawing.”
What to say:
“I hear you. Often, it’s not the property, but the marketing strategy. Many listings stall because they don’t stand out online. What we can do is relaunch with fresh marketing, new professional photos, a repositioned listing, and a targeted social media campaign to reach new audiences. Would you be open to giving it another push this way?”
Why it works:
It reframes the problem and offers a proactive solution that feels fresh and forward-thinking.
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“We’re going with another agent.”
What to say:
“I understand wanting a change. Just to be transparent, the biggest difference isn’t always the agent’s name, it’s the marketing behind the property. Other agents may re-list, but we can relaunch refreshed photos, video content, and paid ads that get your property back in front of motivated buyers. Would you like to see how that relaunch could look before making your final decision?”
Why it works:
It invites a moment of pause. Instead of competing, you’re offering clarity backed by strategy and visuals.
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“We’ll just wait for the market to improve.”
What to say:
“Waiting is an option, but one thing that changes the game is marketing. Even in a tougher market, the properties with the best presentation and widest reach get the best offers. By refreshing the photos and running targeted campaigns, we can put you in front of the right audience now – not months down the line when competition increases. Should I show you a plan for how we could re-market effectively today?”
Why it works:
It gently challenges the misconception that timing alone dictates success, putting control and confidence back in the agent’s hands.
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Emma Zeray
Campaign Executive
Emma is a marketer with an eye for detail, a love of creativity, and a passion for making stand out content. At PropertyBox, she helps bring property listings to life through smart, strategic email campaigns that connect with the right people at the right time. Full of drive, she’s keen to grow her skills across digital, content, and data-led marketing.