Powerful Words for Real Estate Agents

As a real estate professional, your clients are choosing you as an individual above all else. The words you use to sell yourself can have a dramatic impact on the outcome of the conversation and the connection you make with your potential clients. To become a better salesperson and turn more leads into active clients, here are some impactful words you should consider incorporating into your vocabulary when promoting yourself and services.


Although you sold 25 properties last year, ultimately your prospects are interested in what your service will do for them. When explaining your value proposition, make sure you frame the conversation to show them how your success benefits them. Salespeople sometimes make the mistake of saying ‘I’ far too often, making the conversation about them. Instead, construct your sentences around ‘you.’

Example: Since my team has a high list to sale price percentage, you can expect to get top dollar for your home.


Get rid of words like ‘try’ or ‘maybe’ from your vocabulary and replace them with ‘commit’. The former words display a lack of confidence that can be picked up on by your clients, but words like ‘commit’ will give your dialogue more strength.

Example: I'm committed to doing everything I can to get you the highest price possible for your home.

Value / Expectations

Instead of highlighting the benefits of working with you, state the value your prospects will receive or what they can expect if they choose you as their agent.

Example: You can expect to experience a high level of exposure based on the way I market your property.


The word ‘buy’ or ‘purchase’ can consciously or subconsciously have a negative meaning for some clients. Try replacing those words with the word ‘investment’ where it makes sense.

Example: I think replacing the roof before you sell your home will be a good investment in the long run.


Use the word ‘and’ to replace ‘but.’ When you use the word ‘but,’ it cancels what you just said, which could be interpreted as a lack of confidence.

Example: Our plan is designed to get you the highest price possible, and even though the market is challenging, we've taken that into consideration.

For Example

Storytelling is the sales industry’s greatest secret. When sharing a story of a past success you helped another client achieve, use the phrase ‘for example’ to make your current prospect see themselves receiving the benefit as well.

Example: I know you're worried about finding the right home, but take my last clients for example. They were worried too and here’s how it worked out…

Their name

Just like the word ‘you,’ using someone's name in a sentence will evoke an emotional response and show your attention is on them. Also, it's been proven that people listen and respond better when they hear their name.

Example: Hey Joan, it looks like there have been three offers made on your home. Should we get together to take a look?

Work Together

It is best to use ‘work together’ or ‘work with you’ in place of ‘help.’ Hearing the word ‘help’ too many times may make your prospect feel uneasy.

Example: I'm looking forward to working together to get your home sold in the next 60 days or less.

Should We

This is a great phrase to use when you need your prospect to do something like sign a buyer’s agreement. It is a good way to ask for something without sounding like you are telling them what to do.

Example: If you don't have any other questions, should we get started on the paperwork?


It can often be hard to determine where your buyer or seller's head is at. Asking them, “What do you think?” can lead to answers like, “I’m not sure” or “I don't know.” Instead, try asking them how something makes them feel.

Example: How does the idea of living in this house make you feel? Do you have any strong feelings about selling your home?

Using these words and terms to your advantage will take time and practice. For best results, practice with another agent who is interested in enhancing their sales techniques as well!

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