Objections in real estate wholesaling are statements expressing hesitation by a seller during the lead generation or deal closing process. Most often these are heard when cold calling while working your leads.
While you might wonder how to avoid objections, in actuality they provide you with insight as to why the seller is hesitating. This allows you to peel back the layers and get to the real reason. Objections are an opportunity to engage with them further, and move them towards the goal.
Below I explain the thinking behind the most common objections that you might hear from a seller. Then I follow each with potential approaches that you can use to respond to those objections effectively.
A few tips beforehand:
Avoid Scripts
There are many sources for scripted responses to objections when cold calling. The problem is that a script cannot be effective if you do not yet know the motivation behind their objection. Voicing an objection is often just an avoidance tactic that may or may not explain the true reason they are hesitant to talk to you or move forward.
In addition, each seller is different and if you start reading a script about how you help sellers out of their homes, you will get a lot more rejection than necessary.
However, these are objections that you will hear over and over again. As a result, it’s important to keep a record of objections, approaches, and outcomes. If you can record those calls, even better, so that you can then go back and listen to them. So absolutely, have notes available when you make the call for possible responses once you get some more information.
Make it a Team Effort
When possible, and when it makes sense, use “we” instead of I, unless you are personally responsible for an action item. This creates the sense that you are working together towards a greater purpose.
Objections Come in Many Forms
An objection does not have to be worded that way, as it could be worded as a demand or something else. The first objection below is an example of one worded as a demand or requirement before the seller will deal with you. There are others that may be statements of intent, such as the second objection about selling it on their own. The important thing is that they are all different ways people use to stall or avoid talking, and you need to uncover their true objection.
#1 – I’ll talk to you when you bring me a buyer.
This is a demand, an avoidance tool in some cases and a serious requirement in others. The seller often views you as a “middle person,” not a buyer. They know a little about wholesaling, and they want you to prove your worth with a real live buyer. They fear that they will waste time and give you information only to be told that they cannot be helped, no buyers for their home.
Possible Approach – Get to their true motivations through questions. “Do you have a backup plan if a buyer doesn’t appear, especially before viewing the property?” Or “Have you told others the same thing and have you had many prospective buyers?” Come up with some of your own.
#2 – I’ve decided to sell it on my own.
The Internet and sites like Zillow make some people think that it is a snap, and they can avoid agent commissions. In many situations, avoiding the commissions can make the difference in getting out of the home without bringing money to the closing table.
Possible Approach – You could start by asking them if the real estate commissions are one reason for the sell-it-themselves approach. If they say yes (likely), you can move ahead by explaining what you do and that there are not commissions involved. You will resell the home, but they will avoid some of the closing costs and real estate commissions on the closing statement.
#3 – I am waiting for the market to improve.
You may not get this objection from highly motivated sellers in financial trouble, but you can frequently get it from high equity and low equity sellers. The high equity sellers are just seeking more cash at closing. The low equity sellers often are unable to sell and pay closing costs and bring cash to the closing table.
Possible Approach – Based on your lead list, you know which type of lead you are working. For low equity sellers, you can tell them that you will bring an offer that does not involve some closing costs or real estate commissions. For other seller types, as a question to get to their motivation, perhaps their rock bottom price for high equity sellers. They may tell you.
#4 – I am going to file bankruptcy instead.
In this situation you are normally working with someone in financial distress. They could be behind on mortgage payments and even have received a notice of default. Or it could be for medical costs or other emergency financial problems.
Possible Approach – Ask them why they consider bankruptcy a better path. They could say it is faster or easier. You can easily counter with your ability to produce a buyer quickly and close within a very short period for cash and without real estate commissions. Also, there will be no adverse credit hit if you bring a buyer.
#5 – I am just going to let the bank foreclose.
This seller could just be tired of trying to sell or they are fearful about the process of selling before the bank acts anyway.
Possible Approach – Ask if they have studied the foreclosure process to see what they could owe in income taxes, fees to the bank, or other costs. It is not uncommon for foreclosures to precede bankruptcies by months. If they want to understand, explain the possible issues, and reinforce that you can bring a cash buyer to quickly close on the home and let them move on.
#6 – We are going to list again with an agent.
The word “again” tells you that they have tried to sell at least once before, maybe more. They may be empty nesters, high equity, or own the home as a rental. If in those prospect categories, they seem to be hoping for more money.
Possible Approach – The obvious first question is about why they think they were not successful at selling in the past. Depending on their answer, you can explain that they may be able to get the same or near net result if they avoid brokerages and their commissions and let you bring them offers.
#7 – I’m going to rent it out.
This objection’s motivation will depend upon the seller’s financial situation. If they came on a list of distressed sellers or low equity, they may just need to talk out the many expenses involved in landlording and how tenants treat properties. It will not get them out of trouble. If high equity or empty nesters, they may be considering it as an investment.
Possible Approach – If you are doing your due diligence, especially if you are targeting investor buyers, you know the local rental numbers for that type/size of home. You can ask if they have done theirs or would like to know what you have researched. Often, they have an inflated idea of rental income. If a low equity or distressed seller, ask if they have researched the rental market and if they know the expenses and vacancy numbers.
#8 – I am going to find someone to buy it and rent it back to me.
These are probably sellers who are falling behind on their mortgages or have other financial difficulties. They do not want to leave their home, but they cannot afford to keep it. Depending upon the current mortgage payment, it is possible that you could find a rental buyer willing to rent it back. But often the sellers do not know that they would have to pay as much or more than their mortgage payment for rent.
Possible Approach – Go through the numbers with them from a consulting perspective. Tell them that you have done the due diligence and have local rental market numbers. It is possible or probable that they will see the futility of their rentback goal.
#9 – My lender won’t let me.
Unless this is an obvious “go away” tactic, they do not understand what you do. Go through it with them to show how the home will be purchased and that the lender cannot object if the mortgage is paid off.
Possible Approach – Ask if they have had any correspondence from the lender saying that. Reassert that you bring a buyer with cash to pay off the home, not a short sale buyer.
#10 – Another investor said they would give me money when we close.
Some investors approach the deal process with a carrot for the seller, an offer of some cash at closing. Nothing is free of course, so it comes out of the purchase price if legal and the parties agree. The seller situation has a lot to do with this, and the wholesaler’s deal with the buyer does as well.
Possible Approach – First, ask if they are going to get that offer in writing, in the closing documents, or just have a verbal commitment. Also tell them that you cannot know if there is money available unless you finish your evaluation.
#11 – Why should I trust you?
You cannot blame people for being hesitant, especially if they are already in financial distress, possibly getting late notices, or they may have already had a lowball offer or two.
Possible Approach – First, tell them that they’ve asked a good question, and that you know there are others out there offering to buy homes without the resources to do so. Describe the data you have in front of you, valuation, comparables, ARV, cost of rehab estimate, and so on. Tell them that you only need some more information to be able to bring a buyer with a valid offer to close soon and with cash.
#12 – We are not ready and need to make repairs.
They may believe that they can do better in price, or they may believe they cannot get a buyer unless repairs are made.
Possible Approach – This one should be easy for you. Tell them you have buyers ready to buy homes in any condition. Why should they go through the hassle and possibly not get a better price anyway? They can get out of the home faster.
#13 – I want my attorney to review all the paperwork.
This could be an objection tactic to determine if you are a legitimate business, or they really want their lawyer involved.
Possible Approach – Another easy response is that you understand and totally agree. You recommend this to your sellers. We want you and your attorney involved all the way.
#14 – Is this legal?
This is a valid and understandable question.
Possible Approach – Let them know that you could not conduct your business in their state unless you did so legally. Before you move into a state you have an attorney go through your processes to assure legality.
#15 – I want a better price for my house.
This is another response you should expect, especially if they have already had other investor offers.
Possible Approach – A question to start with is if they base that on previous offers and if they would share them with you. Whether they do or not, you have a mass of data in front of you and describe it to them to show you’ve done your research. You intend to get them out of their home as quickly as possible at a price that works for them.
Summary
Objections from sellers when wholesaling real estate are usually viewed as roadblocks to be avoided. However, they provide powerful insight, if you understand the intent behind the objection.
In this post I explained the thinking behind 15 of the most common objections that you hear on cold calls while working your leads or when closing the deal.
I also followed up with possible approaches to those objections, so that you can keep the conversation moving towards your goal.
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