How to talk with buyers about price (without being a salesperson)

I have spent 20 years in marketing and sales. I have sold services to thousands of clients all over the world. I have sold my own home in a regional town for over $1M.

The single most useful thing I have learned about price conversations is this. Most of the awkwardness is on your side of the table, not theirs.

The buyer is not testing your character. They are working out what the house is worth to them. Once you stop taking it personally, the conversation becomes much easier.

Here are the patterns I use.

The main points

Buyers ask about price because they are interested, not because they are being rude.

Silence is your strongest tool. Most sellers fill it with discounts.

Avoid making the first move on price when you can let the buyer go first.

"Help me understand how you got to that number" is the most useful sentence in the world.

Walking away is sometimes the most powerful move. Be willing to.

A note on what I am and am not

I am not a licensed real estate agent. I am not negotiating the sale of your home for you, and the words below are general communication principles, not advice for your specific transaction.

What I am is a marketer who has had a lot of price conversations across a lot of industries, and who has learned a handful of patterns that hold up in almost every one.

A property sale is one of the most emotionally loaded versions of these conversations. The principles still apply.

Why the price talk feels awkward

In most cultures, talking about money feels rude. We are taught not to.

The trick is to understand the buyer feels exactly the same. They are not enjoying the awkwardness any more than you are.

The moment you accept that, the dynamic changes. You are not on opposite sides. You are two people trying to find a number that works.

This is true even when the buyer's offer feels insulting. (It almost always does the first time you receive one.)

The most useful sentence in the world

Here it is.

"That is interesting. Help me understand how you got to that number."

When a buyer makes an offer that surprises you (high or low), this sentence does three things at once.

It buys you time without committing to anything.
It transfers the burden of justification onto the buyer.
It often reveals information you did not have. A pest report you have not seen. A recent comparable sale. A constraint on their borrowing.

Use it. Then close your mouth.

Silence is the move

The second most useful thing I have learned is to be comfortable with a long pause.

When the buyer makes an offer, most sellers feel the need to respond immediately. The silence feels rude. So they fill it. Often with an apology, a justification, or worse, a concession.

Try this instead. Make a small thoughtful sound. Then look at the offer like it is a slightly interesting menu item. Pause for as long as it takes. Five seconds. Ten seconds. Whatever you need.

The buyer will start filling the silence. They will explain their reasoning. They will sometimes raise their offer without you saying a word.

This sounds like a trick. It is not. It is just slowing the conversation down to the speed of an actual decision.

How to handle a low offer without bristling

A few rules I use.

1. Do not insult them back

Do not say "that is ridiculous." Do not laugh. Do not act offended.

They are testing the floor. That is what buyers are supposed to do.

2. Acknowledge it without accepting it

"Thanks for putting that in. It is below where I am at, but I appreciate you making it."

That is it. You have not agreed to anything. You have not been rude. You have kept the conversation open.

3. Ask the question

"Help me understand how you got to that number."

Then listen.

4. State your position calmly

"My number is X. That is based on the recent sales in the suburb and what we have put into the house. There is a small amount of room to move."

Or, if there is no room: "I am pretty firm on X. Let me know if that works for you."

5. Be willing to walk

The single thing that gives you power in any price conversation is being genuinely willing to say no.

If the buyer senses you are desperate, they will keep pushing. If you are calm and patient, they will move toward your number, or they will leave. Either is fine.

When the buyer says "what is the lowest you would take?"

This question is a trap. If you answer with a number, that number becomes the new ceiling. The buyer will then negotiate down from there.

A useful response.

"My listed price is X. Make me an offer and I will give you a real answer."

That is it. Put the work back on them.

A few patterns I do NOT use

I have seen these everywhere in real estate. I avoid them.

Fake urgency. "There are three other parties interested" when there are not. Buyers can almost always tell, and you lose all trust when they find out.
The dramatic walk-out. Used sparingly, walking away from the table works. As a tactic, it is exhausting and often backfires.
The "let me check with the wife" / "let me check with my partner". Fine occasionally. Overused, it makes you look like you are not authorised to make the call on your own house. Be the decision-maker.

When to involve your conveyancer

The line is straightforward.

Communication and price discussions before an offer is in writing? You. Your house, your conversation.

The moment an offer is in writing, or you are about to commit to anything in writing? Your conveyancer. Every time.

The conveyancer reads the contract terms, flags anything risky, and helps you respond formally. The communication style above does not replace any of that. It just makes the front-end of the conversation less stressful.

Frequently asked questions

Is it OK to negotiate house price by text or email?
Yes, for the early conversation. Once it gets close to a written offer, move it onto paper through your conveyancer.

What is a "lowball" offer in Australia?
Anything 10-20 percent below the asking price. Common. Almost always a starting position, not a final one.

Can I refuse to negotiate?
Yes. You can list at a fixed price, say it is fixed, and stand by it. Some sellers do this and get exactly their asking price. It works when the home is genuinely priced well.

Should I tell buyers about other interested parties?
Only if it is true. Mentioning real interest is fine. Inventing it is short-term and breaks trust.

What is the difference between communication and negotiation?
In Australia, "negotiation" on behalf of a seller is a regulated activity for licensed real estate agents. The principles above are about how YOU communicate with a buyer about YOUR own home. Always have your conveyancer review the formal offer.