This May marks Inman’s sixth annual Agent Appreciation Month. Look for profiles of top producers, opinions on the current state of the industry and tangible takeaways you can implement in your career today. Plus, the prestigious Future Leaders of Real Estate return this month, too.
This article was updated May 16, 2025.
Ever had a buyer get that “deer in the headlights” look when you bring out the buyer agency agreement? You’re not alone. In fact, I hear this from agents almost every week.
Here’s what you should know, though: Hesitation isn’t a dead end — it’s an opportunity. It’s your moment to pivot, educate and show them why signing that agreement is the best decision they’ll ever make.
7 steps for getting past buyer hesitation
Here are seven powerful ways to turn buyer hesitation into a confident “Yes!”
1. Show your value first
If buyers don’t see the value in hiring you, they won’t sign — period. Before you even mention an agreement, prove why you are the agent they need.
- Share real success stories
- Highlight your expertise in negotiations
- Explain how you save buyers time, money and stress (because that is what they really care about)
They need to feel like they’d be missing out if they don’t hire you — because you’re the game-changer they need in this market.
2. Reframe the agreement as a partnership
“Contract” sounds restrictive, and maybe even a little scary. “Agreement” sounds legal, but still a little strict. But “partnership” sounds like teamwork.
Try this:
“This isn’t just paperwork — it’s a way for us to commit to each other. It ensures I can dedicate my full energy and resources to finding you the perfect home.”
Boom! The focus shifts from obligation to collaboration. Now, instead of feeling like they’re signing their freedom away, they see it as locking in their homebuying advantage.
3. Simplify the agreement
No one wants to feel like they’re signing their life away. Some agreements look like they were written by a lawyer who was paid by the word. Cut the legalese, and keep it simple.
If your brokerage allows it, present a one-page summary of what the agreement means in plain English.
Make sure they clearly understand:
- What’s in it for them
- What you are committing to
- That they’re not locked in forever
When buyers can actually understand what they’re signing, they’re a lot more likely to sign it.
4. Address their concerns head-on
Don’t guess why they’re hesitating — ask. You can’t address their concern if you aren’t clear on what it is.
Try this:
“What’s holding you back from signing today?”
Their real concern usually falls into one of these buckets:
- Fear of being locked in: Reassure them that the agreement protects them, not traps them.
- Uncertainty about fees: Be upfront about costs and how they actually save money with a great agent.
- Worried about making a mistake: Explain their rights, including termination clauses if applicable.
Transparency builds trust. Trust gets signatures.
5. Offer a trial period
If they’re still on the fence, give them a safety net.
“How about we start with a 30-day agreement? If you’re not happy, we can revisit it.”
This does two things:
- It removes the fear of long-term commitment.
- It shows you’re confident in your ability to deliver results.
Confidence is contagious. If you believe in what you offer, they will too.
6. Use analogies to make it click
People don’t always understand real estate contracts, but they understand life.
Try this analogy:
“Imagine you’re hiring a personal trainer. Would you want someone who’s only half-invested in your success or someone fully committed to helping you reach your goals? That’s what this agreement does — it ensures I’m 100 percent focused on finding you the perfect home, with no distractions.”
Suddenly, that agreement feels like an advantage, not a burden.
7. Offer a ‘no pressure’ conversation
Sometimes, people just need to talk it out.
“Let’s take 15 minutes to walk through what this agreement means and how it protects you. No pressure to sign today — I just want to make sure you’re fully informed.”
No pressure. No pushiness. Just facts and value. That approach lowers their defenses, builds trust and makes signing the agreement their decision — which is exactly what you want.
Help them understand your value
Buyers don’t say “no” because they don’t want help. They say “no” because they don’t understand the value of hiring you yet.
Your job? Make it impossible for them to say no. Show them why signing that agreement isn’t just about paperwork — it’s about securing an expert negotiator, a market-savvy strategist, and a dedicated advocate who will protect their interests every step of the way.
Help them see that without you, they’re navigating a complex, high-stakes transaction alone, but with you, they have a trusted partner ensuring they make the best possible decision. When buyers grasp that your expertise translates into saved time, money and stress, their hesitation fades.
They stop seeing an agreement as a commitment and start seeing it as a smart investment in their future.
So don’t just ask for a signature — demonstrate why it’s the smartest decision they’ll make in their homebuying journey. Because when they understand the value you bring, there’s only one question left: “Where do I sign?”
Darryl Davis is the CEO of Darryl Davis Seminars. Connect with him on Facebook or YouTube.
