Whether you’re new to the business or have years of experience under your belt, negotiation is one of the most important — and often most intimidating — skills in a real estate professional’s toolkit. Every deal is unique, and every client brings a different set of needs, expectations, and emotions to the table.

The best agents know that negotiation is not about winning at all costs. It’s about building trust, understanding leverage, and creating solutions that work for all parties. Below are six practical tips to help you sharpen your negotiation skills and approach each deal with clarity and confidence.

Before you begin negotiating, take time to deeply understand your client’s priorities. Is it price? Timing? Repairs? 

The same goes for understanding the other party’s motivations — whenever possible. Is the seller relocating for a new job? Is the buyer stretched thin on their budget? The more you understand the "why" behind the offer or counter, the better equipped you’ll be to find common ground.

Pro Tip: Make a list of must-haves, nice-to-haves, and non-negotiables with your client ahead of time. It keeps you focused and prevents emotional decision-making when the stakes feel high.

There’s a myth that great negotiators are aggressive. In reality, the opposite is often true. Clear communication and calm professionalism go further than hardball tactics.

Being courteous and respectful helps foster trust — not just with your client, but also with the agent on the other side of the deal. A deal is far more likely to come together when both agents are collaborative rather than combative.

Pro Tip: Use confident but empathetic language in your communication. A well-placed “Here’s what my client is hoping for — can we find a way to make this work?” goes a long way.

Every offer has a narrative, and it’s your job to tell it.

When submitting an offer, provide context. For example, you could say why was this number was chosen, how quickly your buyer can close, and if it’s their forever home. Creating a compelling, humanized picture of your client’s situation can give your offer an edge — especially in competitive markets.

Pro Tip: Accompany offers with a brief summary email that frames the offer in a positive light and highlights your client’s strengths — financing, flexibility, earnestness, etc.

Silence is a powerful tool. In negotiations, we often rush to fill gaps in conversation, especially when emotions are high. But silence can give both sides space to think, reassess, and recalibrate.

If you’ve made a request or counteroffer, don’t be afraid to give the other party time to consider it. Resist the urge to talk yourself out of a strong position.

Pro Tip: After you present an offer or make a key point, pause. Give space. Silence can create room for the other side to reveal more than they intended — or come around to your terms.

Sometimes the best negotiation tactic is knowing when to walk away.

If the deal no longer aligns with your client’s goals or becomes unreasonably one-sided, be honest about whether it’s worth continuing. Your job is to advocate for your client, even if that means helping them say no.

Pro Tip: Prep your clients for this possibility early in the process so it doesn’t come as a shock. Position it as empowerment — not failure.

It’s easy to get caught up in the back-and-forth, especially when emotions run high. But successful agents don’t lose sight of the bigger picture: getting your client to the closing table with the best outcome possible.

Sometimes that means giving a little to get a lot. Sometimes it means holding firm. The key is staying grounded in what your client ultimately wants and advising them with honesty and experience.

Pro Tip: When things get tense, bring the conversation back to the goal: “Let’s remember what we’re trying to accomplish here — how can we get both parties to a ‘yes’?”

Negotiation is a skill that’s developed over time with every client, counteroffer, and conversation. With preparation, practice, and a mindset rooted in service, you’ll not only become more effective at navigating deals — you’ll also become a trusted guide your clients can count on.