The short answer

Objection handling is the skill of hearing a client’s concern, understanding what is really behind it and answering it honestly so the conversation can move forward. At Medway Realty in Sarasota, objection handling is coached as part of the Sales pillar of our real estate agent coaching program, alongside buyer consultations and listing presentations.

Why objection handling matters in your first year

Most objections are not a no. They are a question the client has not asked yet: about price, timing, cost or trust. New agents often lose business by arguing, talking too much or giving up at the first concern. The stakes are high because sellers rarely shop around. In NAR’s 2025 Profile of Home Buyers and Sellers, about 8 in 10 sellers contacted only one agent before choosing who to work with, and 91% of sellers sold with an agent. For many clients, your first conversation is the only one you get.

A simple framework for any objection

Use the same five steps whether the objection comes from a seller, a buyer or a prospect on the phone.

1. Listen all the way through. Let the client finish. Don’t interrupt or start answering in your head.
2. Acknowledge the concern. Show you heard it without agreeing or arguing, for example: “That makes sense, a lot of sellers ask about that.”
3. Ask a clarifying question. Find the real concern behind the words. “Too expensive” can mean the fee, the value or something else entirely.
4. Answer with facts. Use data, your plan and your broker’s guidance – not pressure. If you don’t know, say so and follow up.
5. Confirm and move forward. Check that the answer landed, then agree on a clear next step.

Common seller objections and how to approach them

• “Your commission is too high.” Ask what they’re comparing it to. Walk through what your marketing plan and service include. Commissions are negotiable, so know your brokerage’s guidance before the appointment.
• “Another agent said they could list it higher.” Go back to the comparable sales in your CMA. A price that’s too high can cost the seller time and leverage. Show the data and let the seller decide.
• “We want to wait for season.” Sarasota has a seasonal market, so this can be a fair point. Ask what their timeline really is, then show what recent activity looks like for homes like theirs.
• “We’ll try selling it ourselves.” Respect the choice. Ask what matters most to them – price, time or less hassle – and explain how you’d handle those. NAR’s 2025 Profile found for-sale-by-owner sales fell to a record low of 5%.
• “We need to think about it.” Ask what is still unclear. Often one question is left. If they still need time, set a specific follow-up date.

Common buyer objections and how to approach them

• “Why do I need to sign a buyer agreement?” Explain plainly what the agreement covers, what you’ll do for them and that terms are negotiable. Ask your broker about Florida requirements so your answer is accurate.
• “We’ll wait until rates come down.” Don’t predict rates. Help them compare payments at today’s rate with what they can afford, and keep in touch if they choose to wait.
• “We’ll just call the listing agent.” Explain who the listing agent represents and what you do for the buyer through inspections, negotiation and closing.
• “We want to see a few more homes first.” Go back to their must-haves. Sometimes more showings help; sometimes the criteria need to change.

Objections on prospecting calls

On prospecting calls, the most common responses are “I already have an agent,” “I’m not interested” and “Just send me something.” Respect the answer, keep it short and offer value instead of pushing. Ask one helpful question, offer useful information and ask for permission to follow up. Our Real Estate Prospecting Training covers how to plan and run these calls.

Common mistakes

• Arguing with the client or trying to win the point.
• Answering before you understand the real concern.
• Memorizing scripts that don’t sound like you.
• Cutting your fee or price at the first push back without a plan.
• Making promises about price, timing or rates you can’t control.
• Not setting a next step before the conversation ends.

How Medway coaches objection handling

Medway Realty coaches objection handling through Learn Work Close, our coaching system built on four pillars: Marketing, Sales, Systems and Leadership. Objection handling is part of the Sales pillar.

• A main weekly coaching session for all agents, led by Andrew Clark.
• The 90-Day Agent Accelerator, a 12-session onboarding track led by Andrew Clark, included for every agent.
• Broker support 7 days a week, 12 hours a day, so you can ask before a tough appointment.
• Medway Academy, a library of 300+ training videos.
• Team Medway Realty agents also get additional one-on-one and small group coaching sessions, and the broker goes on appointments.

See our Company Facts page for verified details about Medway Realty.

Related training

Objection handling is one part of the Sales skill set. See the full real estate agent coaching program for all four pillars.

• Buyer Consultation Training for Realtors
• Listing Presentation Training
• Real Estate Prospecting Training

Coaching on every plan

Coaching and the 90-Day Agent Accelerator are included on every Medway plan at zero cost, including the 100% Commission Plan and Team Medway Realty. Coaching is always available and never required. Team Medway Realty agents also get additional one-on-one and small group coaching sessions.

Frequently asked questions

Talk to Medway about your next step

Want to practice handling objections with real coaching? Book a 30-minute call with Andrew Clark (opens in new tab).

Sources

• NAR – Highlights From the Profile of Home Buyers and Sellers (2025) (opens in new tab)
• Medway Realty Company Facts