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RISMEDIA, August 1, 2007—Last week, top seller, author and real estate dynamo Jim Remley began demystifying the ‘objection handling’ process by sharing some key insights from his latest book “Real Estate Presentations That Make Millions.”  

During the free interview sponsored by RISMedia and, Remley differentiated between “early minor objections” and “serious, restated objections.”

Remley gave clear advice on how to deal with early objections so the eager agent doesn’t get bogged down in questions he or she can’t answer, and outlined a simple three-step process that can help any agent sail through those initial roadblocks to get that listing appointment.

This week Remley goes further into the realm of objections to tackle what he calls the “serious” objections; that is, those objections that are made by the seller during a listing presentation.  

Remley cautions that any objections made at this stage, during the face-to-face meeting, are so serious they can be considered potential “deal-killers” if not dealt with effectively, and immediately.  These are the objections agents dread: “I don’t see why I have to pay a commission,” ”We’re going to try and sell it on our own,” and another favorite, “We think the market’s going to come back up. We’re going to wait awhile.” 

Although he has scripted answers to the 10 most common objections sellers face, in fact, two responses for each one, Remley concedes that the key in answering objections is not really in the words; rather, like the self-help books proliferating the Top 10 Lists at the moment,  it all starts in the agent’s mind. 

“The agent needs to have an answer to that objection that they truly believe in; they need to put themselves in the seller’s shoes,” says Remley.  “If someone said that to you, would you believe it? Would it sound reasonable to you?  You have to first believe in your own answers before you’re going to convince your seller of it.”

However, it’s not enough to formulate a response you believe in and commit it to memory; Remley advises that objections need to be handled with finesse. 

“You know for most people, this is a very stressful time; they’re making one of the biggest decisions of their lives. So you as an agent have to understand that and help them through that process,” says Remley.

Over the years, Remley has learned numerous interpersonal techniques for conversing with a prospect, and in this situation he explains that the “T.R.E.A.T.” method of dealing with objections fits perfectly. 

The T.R.E.A.T. method is what Remley attributes to a large part of his success in dealing with objections.

Hear Jim Remley identify and answer some of the most common seller objections in this week’s RISMedia/iSucceed Business Development and Training Call, Objection Master: How to Turn A Potential Deal-Killer into A Deal-Sealer. Hosted by iSucceed’s own Kelly Kelley, the interview will be available for one week only at

Every Wednesday the RISMedia/iSucceed Business Development and Training Call presents profitable real estate strategies and introduces agents across the country to the full 30-minute iSucceed Weekly Counseling Call, available only at – the most comprehensive online provider of real estate tips, tools, secrets and success strategies, directly from North America’s 175 most successful real estate professionals.