When a buyer raises an objection to a property, what should the real estate associate do first?

• A. Offer a concession
• B. Confirm and isolate the objection
• C. Ignore the objection
• D. Refer the matter to the broker

Answer: (B)

When a buyer raises an objection, the first move is to confirm and isolate the objection. This means you listen carefully, restate the concern in your own words, and ask a clarifying question to be sure you understand the exact issue. By confirming, you ensure you’re addressing the real problem, not a surface complaint or a miscommunication. By isolating, you separate this single concern from others so you can respond with a precise solution or information, such as market data, price adjustments, or other terms.

This approach builds trust and prevents jumping to conclusions. For example, if the buyer says the price is too high, you confirm that the main obstacle is the price relative to market value and then check if there are any additional concerns. Once the objection is clearly identified, you can tailor your response—whether that means offering data to justify value, proposing concessions, or modifying terms.

Other options aren’t ideal as first steps: offering a concession without understanding the root issue can undermine your negotiating position; ignoring the objection is unprofessional; and referring to the broker before you’ve clarified the concern can stall progress.