Published by Karthik Subramaniam
Reading Time: 12 minutes
12 Pitfalls That Cost You Listings
and How to Fix Them
Entering the real estate world and finishing your real estate classes is exciting, but landing those first few listings can feel daunting. I know you're putting in the effort, but even minor missteps can cost you valuable clients. Don't worry, I’m here to help! This article explores 12 common mistakes new agents make and provides practical tips to avoid them. By mastering these skills, you'll not only win more listings but also build a solid foundation for a successful and rewarding career and achieve success beyond just passing your real estate exam.
Through real-life scenarios, I’ll highlight the importance of preparation, communication, and confidence and offer practical tips to help you sharpen your skills. Whether you’re a seasoned professional or just starting, understanding these pitfalls is the first step toward building stronger client relationships and closing more deals.
Let’s dive in and ensure you’re ready to win every listing opportunity that comes your way.
1. We fail to address the seller’s concerns adequately.
What This Means:
When a seller voices worries—about pricing, timing, market conditions, or neighborhood factors—brushing them off or offering superficial answers leaves them feeling unheard. It's crucial to address these concerns with empathy and understanding. If their concerns don’t matter, why should they trust you with their most significant financial asset?
Late one afternoon, Sara, a relatively new agent, met with the Grants to discuss listing their suburban home. They mentioned the growing congestion due to a new highway project. Nervous, Sara quickly said, “Oh, that shouldn’t be a big deal,” and moved on. Over the next week, the Grants grew uneasy. Sara hadn’t acknowledged their fear that the highway noise might affect showings or the final sales price. Feeling dismissed, the Grants turned instead to an agent who listened empathetically and promised creative solutions—like updated soundproof windows and strategic pricing—to ease their minds.
2. We don’t present a clear marketing plan.
What This Means:
Sellers need a detailed roadmap showing how to attract buyers.Vague promises like “I’ll put it online” or “I’ll have an open house” aren’t enough. They want a comprehensive plan with details about high-quality photography, targeted digital ads, staging advice, and strategic pricing. Being prepared with such a plan will make you appear more professional and trustworthy.
At a late-evening kitchen table meeting, Marcus, an agent known for his warm personality, tries to win over the Thompsons by talking about “getting it sold fast.” The couple asked specifics: “How will you market our home online? Will you use professional photos, video tours, or social media ads?” Marcus stammered and replied only in generalities. Disappointed,the Thompsons eventually listed with a competitor who arrived with a professionally printed marketing plan and a comprehensive digital strategy.
3. We need more confidence in our abilities.
What This Means:
Sellers pick up on hesitation. If you’re unsure of your value—stumbling over words, avoiding eye contact—they’ll doubt your capacity to negotiate, market effectively, and look out for their best interests.
Confidence in your abilities is key to making the client feel secure about their decision.
On a chilly December morning, Liana met with Mr. Alvarez in his cozy living room. Although knowledgeable, Liana’s nerves got the best of her. She spoke softly, glanced down at her notes too often, and hesitated when asked about pricing strategy. Sensing her uncertainty, Mr. Alvarez felt uneasy. Days later, he hired a different agent who presented herself with calm confidence, making him feel secure about his decision.
4. We don’t follow up after the presentation.
What This Means:
Sellers expect attentiveness. You aren't truly invested in their outcome if you deliver an excellent presentation and disappear.
Prompt, thoughtful follow-up builds trust and keeps you at the top of your mind.
Omar left the Parkers’ home feeling triumphant after a polished presentation. He was sure they’d sign the paperwork. But he never sent a thank-you email, answered their lingering questions, and didn’t check in when a few days passed. Meanwhile, another agent who met with them emailed marketing examples and pricing analytics that evening. Impressed by this responsiveness, the Parkers committed to that agent instead.
5. We’re not readily available.
What This Means:
Real estate moves quickly. If sellers can’t easily reach you, they’ll question your ability to handle showings, negotiate deals, and address urgent issues.
Consistent communication fosters trust and peace of mind.
Anxious about finalizing her listing decision, Ms. Kapoor called her agent, Jessica, to clarify a clause in the agreement. The call went unanswered. Hours turned into days without a reply. Feeling left in the dark, Ms. Kapoor phoned another recommended agent, who immediately returned her call. Within a week, Ms. Kapoor signed up with the responsive agent, who made her feel valued.
6. We don’t highlight our unique value proposition.
What This Means:
Sellers hear the same sales pitches repeatedly. If you fail to communicate what sets you apart—your negotiation prowess, niche market expertise, and exclusive marketing tools—they have no reason to choose you over the competition.
David proudly touted his brokerage’s reputation, well-known brand, and glossy brochures during his listing appointment with the Nguyens. Yet he never explained what he uniquely brought to the table. The Nguyens wanted an agent to guide them through minor upgrades, coordinate with reliable contractors, and create a social media buzz. Another agent emphasized these offerings, making the Nguyens see tangible benefits. David, meanwhile, never stood out in the crowded field.
7. We need aggressive lead follow-up.
What This Means:
Listings don’t just land in your lap. Potential clients need to feel pursued. Following up consistently (without being pushy) shows that you’re serious about helping them sell, and it ensures you stay on their radar.
When Mr. Nelson filled out a contact form online, agent Juliette responded once with a generic email. After that, silence. Mr. Nelson waited, unsure if Juliette truly wanted his business. Days later, another agent emailed Mr. Nelson with market reports tailored to his property type, a personal note mentioning his interest in relocating closer to his grandchildren (which he had mentioned in his online form), and followed up with a friendly phone call.
8. We get off script or ignore key talking points.
What This Means:
Scripts aren’t there to box you in; they keep you on track. If you skip sections—especially those that address objections—you might be caught off guard when sellers raise tough questions.
Evan presented to the Johnsons in a charming craftsman home. He found talking about commission awkward and skipped that part of his prepared script. When Mrs. Johnson questioned his commission structure, Evan froze, stumbling over his words. Sensing uncertainty, the Johnsons grew skeptical, wondering whether he’d handle tough negotiations with the same lack of composure. Ultimately, they listed with someone more prepared.
9. We spend too much time building rapport and not enough addressing seller needs.
What This Means:
While trust matters, spending too long bonding over shared hobbies or mutual acquaintances can derail the business at hand. Sellers want to be heard, understood and served. Keep personal rapport balanced with professional expertise.
Charlene loved gardening. When she learned the D’Angelos also adored their rose garden, she lingered too long discussing fertilizers and pruning tips. The D’Angelos felt she hadn’t taken their financial goals seriously when the conversation returned to pricing and marketing. They wanted an agent who could appreciate their home’s charm but focused squarely on selling it effectively.
10. We let one objection stop us in our tracks.
What This Means:
Objections are part of the game. Sellers might compare you to another agent, question your fee, or worry about timing. If you give up at the first sign of resistance, you prove you aren’t willing to fight for their best interests.
During a Sunday afternoon visit, Mr. Chen casually mentioned he was also considering a local “celebrity” agent. Instead of addressing why he stood out, Ryan, the listing agent, deflated visibly and changed the subject. Mr. Chen read Ryan’s reaction as an admission of inferiority. By Monday, he’d signed with the celebrity agent who confidently handled all comparisons and concerns.
11. We get sidetracked and can’t regain control.
What This Means:
Sellers may share emotional stories about their home. While acknowledging these memories is essential, allowing sentiment to derail your plan makes you appear unfocused. It would help if you respected their emotions while still guiding them toward the decision to listen to you.
In a home brimming with family photographs, Yolanda listened as the owners, the Smiths, reminisced about raising their children there. She smiled and nodded, but as the conversation stretched on, she lost her rhythm. She never steered back to the pricing analysis or the marketing timeline. Afterward, the Smiths felt heard emotionally but uncertain about Yolanda’s plan. They hired someone who could empathize yet still provide the professional guidance they needed.
12. We get outpriced or out-bonded by our competitors.
What This Means:
Other agents may offer lower commissions, additional services, or stronger personal connections. Suppose you don’t show how you bring equal—or greater—value. In that case, you risk losing out to a competitor who invests more in their relationship-building or offers tangible extras like home staging, virtual tours, or extensive advertising at a lower cost.
After weeks of preparation, Carlos delivered what he believed was a top-notch presentation to the Millers. He highlighted his data-driven marketing approach and proven track record. However, the Millers had also met an agent who promised complimentary home staging and a stunning virtual tour package for a slightly reduced commission. Carlos was professional and knowledgeable but hadn’t provided any comparable added value. Left with the impression they’d get more bang for their buck elsewhere, the Millers signed with his competitor.
Take some time to reflect on these potential pitfalls. Are there areas where you can improve? Strengthen your presentation skills, practice handling objections, and commit to consistent communication. By recognizing and addressing these challenges, you can confidently approach every listing appointment and significantly increase your chances of success.
Keep your head down, stay focused, and push through the finish line. You’ll be happy and proud of yourself when you do!
As always, if you are looking to get your real estate license call us at 888-768-5285 or visit www.adhischools.com
Love,
Kartik
