As a real estate agent, you may encounter sellers who want a quick cash offer and are hesitant to hire a Realtor. These clients often have concerns about the time and cost of traditional listings, but it’s important to help them see the full picture before making any hasty decisions.

Here’s how to address common objections and guide them toward a comparative market analysis (CMA), ensuring they get the best deal possible.

1. Understand their motivation for a cash sale

When a seller mentions they want a cash offer, it’s essential to understand their reasons. Are they facing financial hardship, relocation, or a time-sensitive situation? By identifying their motivation, you can tailor your response to show them how your services meet their needs while addressing their core concerns, such as timing or simplicity.

2. Address the “I don’t want to pay an agent” objection

One of the biggest hesitations sellers have is paying agent commissions. They may believe selling the home themselves or accepting a cash offer directly will save them money. Here’s how to handle this objection:

• Explain the value of your services: Let them know that as an agent, you bring market expertise, professional negotiation skills, and marketing resources that can attract more qualified buyers and potentially secure a better price.
• Commissions can pay for themselves: Point out that while cash buyers may offer convenience, they often present offers below market value to cover their risk. With a traditional listing, the home could sell for significantly more, more than covering your commission.

According to data from the National Association of Realtors (NAR), FSBO homes sold for a median price of $310,000 last year. In contrast, homes sold through an agent had a median sale price of $405,000.

3. Reframe the cash offer perception

Cash offers are appealing because of their speed and simplicity, but they often come at a cost — typically, the offers are well below market value. Many sellers don’t realize that even in a traditional sale, buyers can often close quickly, especially with financing pre-approvals. Here’s what you can do:

• Offer a balanced view: Explain the difference between a quick cash offer and a traditional buyer with financing. Mention that mortgage approvals today can be rapid, often closing within a month, and might result in significantly more money in their pocket.
• Showcase investor trends: Many cash investors buy properties below market price to flip or rent. Ask your client if they are comfortable losing equity for the convenience of a quick close. Often, this question makes them reconsider their stance on cash offers.

4. Stress the importance of a CMA

Once you’ve addressed their concerns about timing and cost, guide them toward getting a comparative market analysis to show their home’s true value. Here’s how:

• Empower them with custom information: A CMA will provide insight into what similar homes in their area have sold for, helping them make an informed decision. Without this data, they may sell below market value without even realizing it.
• Offer no-obligation value: Let your client know that a CMA doesn’t obligate them to list with you, but it will give them a full understanding of what their home is worth. This can help them evaluate whether a cash offer is truly their best option.

5. Present all options

Finally, make sure to present all options clearly. Offer them the chance to compare the potential outcomes of accepting a cash offer, listing traditionally, or exploring hybrid options, such as marketing to investors and retail buyers simultaneously. This approach gives your client a full range of choices.

Takeaways:

• It’s your job as their agent to make sure clients don’t undervalue their property.
• Ensure the client understands the unique value that you bring to the table.
• Don’t badmouth the investor, just explain the facts. Encourage the client to explore their options, as this will build trust.
• Get the client to agree to a no-obligation CMA. You are a great salesperson, so once you can get into the client’s living room, chances are you will win the listing.