My career has been all about the art of negotiation. From years as a sales agent, through to my work representing buyers, the pattern is clear – the smartest negotiator isn’t the one with the perfect answer, but the one asking the best questions.
The truth is this… sellers will only go as low as they’re prepared to go, buyers will only pay as much as they’re prepared to pay, and the rest is a game of bluff in the middle. Our job is to get to that “bluff zone” as quickly as possible and then play it better than anyone else.
Over time, I’ve honed my framework into four keys – Information, Speed, Value, and Connection. Get these right, and you’re stacking the deck in your client’s favour.
Key 1 – Information
Everything starts with information. Without it, you’re negotiating in the dark. With it, you can shape the conversation and create leverage.
Your first task is to uncover the seller’s why. Motivation is rarely just about money. It could be a looming purchase, the need for a long or short settlement, or even something deeply personal like a relationship breakdown or a neighbour dispute.
That “why” is your entry point. Once you know it, you can shape your offer to smooth the bumps and make acceptance easier.
The way you get there is through deliberate questioning. I don’t ask vague things like “are they motivated?” I’ll ask:
- What buys it?
- What do we need to pay to secure it with no further negotiation?
- If I paid that now, would it 100% secure the deal?
- What number is on your agency agreement?
The responses tell me everything. A quick number? That’s usually real. A vague stall? They’re buying time. A long story? That’s often cover for uncertainty.
And here’s the kicker – sometimes the most useful tactic is baiting. If an agent suggests “over $800k”, I might respond: “That’s tough. My clients love it, but they’re more in the $775–785k range.” Then I shut up and wait. The pause often creates the breakthrough.
Key 2 – Speed
Speed is one of the most underused weapons in negotiation. And no, it doesn’t mean rushing… it means staying two steps ahead and knowing when to act.
I’ve seen too many buyers lose deals simply because they hesitated. Seller doubts creep in. Other buyers re-emerge. Influencers get in the seller’s ear. Time is the enemy.
As negotiators, our role is to create momentum. Move with purpose, anticipate the three pushes that every agent will try in an attempt to get you to raise your offer. Train yourself (and your clients) not to crack under the pressure.
Recently, I bought a home where the sellers had already rejected another offer. The agent told me they “won’t go below X.” I had authority from my clients to pay $120,000 more, but I deliberately started at the lower level. My reading was that the other buyer wasn’t a threat, so I held firm.
Sure enough, after two more pushes, the sellers caved. We bought it for the original number, saving six figures simply because I trusted the process, stayed strong, and moved fast enough that the agent didn’t want to risk us walking into the weekend.
So, ask the right questions, then act with speed. I couldn’t have held to that number without grilling the agent to determine how genuine the other offer was. After all… language leaves clues. I could hear her change tack on the other buyer when pushed, which was my signal to stick and save.
Speed kills doubt. Control the tempo, and you control the negotiation.
Key 3 – Value
Forget budgets. Agents don’t care. If you frame the conversation around your client’s budget, it will be used against you every time.
Instead, I talk about value. It’s much harder to argue with.
“Based on recent sales and competing stock, we don’t see value at your number – we see it here.”
It’s opinion. It’s contextual. And it’s powerful.
I’ll also use language like “preference”. Saying, “This is their preference to buy” signals seriousness without boxing us in. It shows commitment while keeping the door open to walk away.
And never forget the basics of rapport. Don’t nitpick. No one likes a buyers’ agent who lists every negative. Agents already know the flaws… they’ve been to the property more times than we have. Instead, talk it up. Build the agent’s confidence that you’re a genuine buyer. Then use that trust to open the data points you need.
Key 4 – Connection
Finally – people deal with people they like. Simple as that.
I adapt my style to whoever is across the table. A burnt-out agent? I’ll share a laugh and take the pressure down. A younger hungry agent? I’ll pump their tyres. An older, slower agent? I’ll slow down too.
I also use humour, empathy, and even favours to shift dynamics. Sometimes it’s as simple as saying, “How can we make this work for everyone?”
The irony? I don’t believe in “win-win” in negotiation. I’d rather crush souls. But what matters is that everyone feels like they got a fair result. That’s how deals stick.
Information. Speed. Value. Connection. Master these four levers and you’ll elevate your craft beyond just “doing deals.” You’ll protect your clients’ money, out-think the competition, and change the way you’re perceived by agents.
At the end of the day, negotiation isn’t about ego. It’s about discipline. Do that, and you won’t just close more deals – you’ll close smarter, faster, and with more money left in your client’s pocket.
Scott Aggett is a professional negotiator and founder of Green Shoots Property. Scott leverages decades of experience across agency and market analytics to help secure the best possible outcomes for his clients. His presentation at this year’s REBAA’s National Conference on expert negotiation was considered a standout session by attendees. You can learn more about Scott at www.scottaggett.com
