Objections around price are inevitable in real estate. Whether during a private negotiation or an auction campaign, buyers will often push back, questioning the value of a property. As Adrian

Bo, CEO of Adrian Bo Real Estate Training & Auctions, explains, a successful agent must know when to stand firm, how to justify pricing, and how to guide buyers toward the right decision.

Backing Yourself as a Professional As a real estate agent, your role is to act in the seller’s best interest while also maintaining trust with buyers. At some point, you have to draw a line in the sand and confidently stand by the property’s value.

This means being able to explain—with complete confidence—why the price is justified. The best way to do this is through face-to-face conversations, supported by clear evidence of comparable sales.

When meeting with buyers, break it down for them:

• What similar properties have sold for in the area

• How this price was determined based on the market

• Why the property must be worth around this level

A firm, knowledgeable approach reassures buyers that the pricing is fair and market-driven.

Asking the Right Questions

One of the best ways to handle price objections is to determine the real reason behind them.

A simple but powerful question to ask is:

“Is it the property, or is it your budget?”

This question helps separate practical concerns from financial limitations, allowing you to respond accordingly.

If the property itself doesn’t meet their needs, that’s understandable. Some features may be deal-breakers, and they might need to keep looking.

If the budget is the issue, then this property may not be suitable for them—and pushing them beyond their financial comfort zone is not the right approach.

This is where you shift from simply defending price to guiding them toward a property that fits their budget and lifestyle.

A response could be:

"I completely understand if the home doesn’t meet your needs. But if it’s the budget that’s the concern, I’d love to show you properties that align with what you’re comfortable spending. My goal is to help you secure a home that fits your lifestyle without adding unnecessary financial stress."Maintaining Trust While Holding Your Ground

• Defending price doesn’t mean dismissing buyer concerns. The key is to provide:

• Market-backed justification – Use facts and data to support the price.

• Empathy and guidance – Show buyers you’re listening and want to help them find the right home.

• Confidence – If you believe in the price, buyers will too.

When you communicate with clarity, professionalism, and an understanding of the buyer’s position, you build trust while still standing firm. 

Final Thoughts

Handling price objections is about balancing firmness with empathy. Not every buyer will be the right fit for a property, and that’s okay. The goal is to help them reach the best decision—whether that means moving forward with the purchase or guiding them toward a better match.

By standing by the property’s value, backing up your position with clear market insights, and knowing how to ask the right questions, you can navigate objections while maintaining strong relationships with both buyers and sellers.

By Adrian Bo, CEO of Adrian Bo Real Estate Training & Auctions