Today, we’re diving into a topic that’s front and center for so many real estate professionals right now: how to present less than full price offers. If you have questions as you read, jot them down. If there’s something you’re struggling with around how to present less than full price offers, reach out to debbie@forwardcoaching.com—because this is a challenge that’s popping up for so many of us.
Let’s get started by making one thing clear: the title isn’t “presenting low offers.” There’s a big distinction here, and it matters. When we tell a seller, “We have a low offer on your property,” how do you think that feels? It’s pretty negative, right? It almost seems like we’re telling the seller their home isn’t desirable. But the reality is, many of our sellers are doing what I call “aspirational pricing.” The offer might actually be right in line with the market—it’s just less than full price. Knowing how to present less than full price offers in a way that doesn’t trigger defensiveness is essential.
Over my three decades in real estate, I’ve watched a lot of cycles come and go. Right now, it’s not a terrible seller’s market—it’s just not what sellers are used to. Maybe it’s not what happened to their neighbor six months ago.
Some places, like Florida, have been feeling this shift for a while. But one thing we all share is that sellers often react badly to what they see as a “too low” offer. So, what do we do about that? Let’s talk about how to present less than full price offers in a way that maintains trust and momentum.
Start with Seller Education
The first step in how to present less than full price offers is always education. When you take that listing, take an extra twenty minutes to really talk to your seller. Now you’ve got the listing, they’ve chosen you, and you can be direct. Set the stage for what’s ahead. Let them know there may only be one or two showings a week. Be honest that in this market, the first offer might be the best offer they’ll see.
I always warn sellers to be cautious about just countering a price that’s close to what might be acceptable. When you counter, you’re giving the buyer a chance to walk away and rethink if they even want to buy the property. These decisions are important, and knowing how to present less than full price offers carefully can make all the difference.
So I’ll say, “Mr. and Mrs. Seller, if an offer comes in less than you’re expecting—less than full price—let’s try not to be offended by that. At least we have someone interested enough to submit a bid. Now we can sit down together and figure out what to do next.” Yes, it’s emotional. Yes, they’re attached to their home. But we need to take a breath and work as partners to make the right decisions. How to present less than full price offers effectively starts with this kind of early, honest conversation.
Don’t Apologize—Just Present the Facts
You might feel like you need to apologize for a less than full price offer. Please don’t. I think back to when I was a kid and my dad watched that old show, Dragnet. The detectives always said, “Just the facts, ma’am.” That’s what you need to do here.
Be calm, be confident, and don’t be salesy. If you go to a seller and say, “Oh my gosh, I’m so sorry, this offer is $100,000 low, but we can counter…” you’re setting yourself up for a difficult conversation. That approach doesn’t get good results. So don’t apologize and don’t weaken your position. Stick to the facts. Part of how to present less than full price offers is keeping your tone neutral and matter-of-fact.
Present the Offer: Highlight What’s Good
When you know you’re presenting an offer that’s less than what the seller wants, don’t just focus on the price. Go over the strengths first. For example, let’s say the offer is $100,000 less than the seller’s bottom line. Here’s how I’d approach it, “Pam, I’ve researched the buyer as much as I can. We have a pre-approval letter from a reputable lender, I know the agent, and they’re strong. The buyers have proof of funds, they’re non-contingent, they don’t have a home to sell, and their money is in the bank. They’re offering a 30-day closing, but they’re flexible if you need more time. And they’ve put down a $20,000 deposit to show they’re serious. The only things they’re asking for are a standard home inspection and warranty, and their inspection period is short, so we’ll know quickly if there are any issues.”
Lay out all the positives before you mention the price. Then say, “Now, they’ve offered $100,000 under your asking price. I know you were hoping for more, and I understand that. But if you’d like to sell the home today, this is an offer we should consider.”
Don’t leave a big pause after you share the price. If you do, your sellers will fill that silence with objections. Keep the conversation moving and always use “we” and “us” to remind them you’re on their side. This will help reduce drama when presenting a less than full price offer.
Stay Calm When Sellers React
If your seller says, “I’m offended, this is ridiculous, I can’t believe it!” Stay calm and neutral. Say, “I understand it’s not what you expected, and it’s frustrating to see that the market isn’t what you hoped.” Don’t talk fast, don’t seem anxious, and don’t pitch. That only raises their anxiety. Remember, when presenting less than full price offers keep your composure and help your clients feel heard.
I love the book Never Split the Difference by Chris Voss, a former hostage negotiator. He talks about using a “late-night DJ voice”—calm and neutral. He also calls it “labeling.” If your client is upset, say, “Mr. Seller, I hear you, you’re upset.” It’s a simple thing, but it helps release tension because your client feels understood.
If They’re Not Happy, Talk About Options
Sometimes, your seller just isn’t willing to accept less than full price offer. That’s okay. Now’s the time to talk about options. If they say, “I’m only coming down $10,000, not $100,000,” you can say, “I’m happy to prepare a counter exactly as you wish. But as your representative, I feel if we go back with that counter, we’re so far apart that the buyer will likely walk away. Is there a number that, if you knew it was the best the buyer would pay, you’d accept? Maybe we should just go back with your absolute bottom line.”
Ask, “What is that number?” If they say, “We wouldn’t come down more than $30,000,” then clarify further. “If the buyer came up $60,000 and you came down $40,000, would you consider that?” Sometimes, it helps to step out of the room and let your sellers talk it through. You want to make sure they have no regrets and that you’re truly representing their wishes.
Remind them you’re on their side. “I work for you. It’s okay if you don’t want to sell today. I just want your permission to make recommendations about what our next steps could be.”
If they say no, you have to back off. Sometimes, the best move is to give them time. “Instead of rejecting the offer right away, why don’t you think about it for a few hours? If you still want me to reject it, I will. If you change your mind or want to make adjustments, we can talk. How about if I call you at 5:00?”
This process after presenting a less than full price offer is a bit like grieving. There’s denial, anger, and then, eventually, acceptance. Sometimes, you just need to give them a little time.
Keep the Facts Front and Center
In heated negotiations, avoid making the other side the enemy when presenting less than full price offers. Just present the facts. Even if the other agent or buyer is difficult, don’t withhold the truth, but try to shield your seller from unnecessary emotion. There’s already enough going on. There’s no need to say, “This agent is ridiculous,” or “They don’t know the market.” Just stick to the facts.
If the offer is so far off that it’s not even in the ballpark, you might want to tell your seller, “I don’t think we should counter this one. Let me go back to the agent and ask if their buyer can resubmit something closer to your asking price. Then we’ll take a serious look.” If the buyer is just fishing, there’s no reason to show all your cards.
Keep Everything in Writing
Be careful about too much verbal back and forth. People forget what they say, or interpret it differently. Verbal contracts are usually not enforceable. Get everything in writing. This protects everyone and keeps the process clear.
Prepare Your Seller for What’s Next
Once you accept an offer, sit with your client and remind them: we still have inspections and contingencies to get through. Don’t start packing just yet. Most buyers these days will come back with a request for repairs or a credit. Remind your seller to mentally set aside some funds for that. If you refuse the buyer’s request during the contingency period, the buyer is free to walk away. A good approach to presenting less than full price offers includes preparing your seller for every step.
Keep Up Your Communication
Once you’re under contract, sellers are still emotional. Keep up your weekly communication. Timely updates keep them calm and cooperative, and it helps you earn a five-star review at the end. Some clients need more frequent updates. If you sense your seller is anxious, check in more often.
If problems come up during the deal—and they often do—remind your seller there are a lot of parties involved, and sometimes things get delayed or mistakes happen. You can’t promise there won’t be hiccups, but you can promise to be honest and direct. Remind them the closing date is a target, not set in stone.
When you share a problem, stay calm and matter-of-fact. Tell your seller you’re already thinking about solutions, and walk them through the options. Be the steady guide when you present less than full price offers.
Ask for Reviews and Make It Easy
After closing, ask your clients for a review. Those reviews go a long way in helping you win business, whether it’s a buyer or seller. Make it easy for them—give them a short, simple review link. If you haven’t set that up for yourself, I really encourage you to do it.
Presenting less than full price offers isn’t always easy, but with preparation, honesty, and steady communication, you can help your sellers through it. Be patient—even the nicest people can surprise you with their reactions.
