How to Handle Unrealistic Commercial Real Estate Owners: 4 Proven Strategies that Win Listings and Maximize Commissions
Struggling with a CRE client who’s totally out of touch with reality?
Maybe they want top-dollar in a down market, or refuse to budge on lease terms no tenant will accept.
Sound familiar?
If you’ve been in commercial real estate for more than five minutes, you’ve faced it: the “unrealistic owner dilemma.” And here’s the good news: there’s a proven system that top brokers use to shift the owner’s mindset, earn the exclusive, and yes—secure a higher fee.
Let’s break down the 4 specific steps you can use today to stop chasing and start converting.
✅ TL;DR (Too Long; Didn’t Read)
How do you deal with unrealistic owners in commercial real estate?
Use the 4G Framework:
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Get Clarity – Understand their logic (or emotion) behind the price.
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Get Creative – Offer a short-term “market test” period.
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Get Cute – Use psychology: sanity vs vanity.
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Get Clever – Back it up with market data and cash flow sensitivity analysis.
Why Do Owners Cling to Unrealistic Expectations?
Before we jump into tactics, here’s a quick mindset shift:
👉 Owners aren’t always stubborn—they’re scared.
Scared of loss. Scared of looking foolish. Scared of being taken advantage of. Your job? Help them make a more educated decision. That’s what great brokers do.
1. Get Clarity
Start here. Always.
Instead of launching into your pitch, ask two powerful questions:
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“How did you come to that price?”
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“How long are you willing to wait to sell/lease?”
Then listen. Dig deeper with:
“And what else?”
“Why is that important to you?”
You’re not interrogating—you’re understanding their motivations. Maybe it’s emotional. Maybe they heard a neighbor got more. Maybe they need to hit a certain number to pay off something else.
🎯 Once you understand the “why,” you can shift the “how.”
2. Get Creative
Let’s be honest—telling an owner their price is unrealistic usually backfires.
Instead, offer a short-term market test:
“Let’s list it at your price—for 30 days. Then we review the activity and feedback together.”
⚠️ Note: 30 days is the maximum for a true test.
Why not 60 or 90? Because longer listings at unrealistic prices taint the market and signal desperation later.
Here’s the twist: you charge a higher fee for that test period.
Yes—you read that right.
It requires more work, more risk, and more strategy. So, command a premium. If you do sell it at their price, great. You earned it.
Most brokers don’t ask for this. That’s why they don’t get it.
3. Get Cute
No, we’re not talking about puppy-dog eyes or flattery.
We’re talking about one of Rod Santomassimo’s favorite plays:
“Was your purchase a sanity or a vanity play?”
Ask them:
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“When you bought the property, was it based on numbers—or emotions?”
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“Then why would you sell it based on emotion now?”
It’s a subtle but powerful shift that helps owners see their inconsistency—without you needing to argue.
🧠 This reframing technique positions you as the rational voice in the room. The advisor. The professional.
4. Get Clever
This is where you separate yourself from the crowd.
Start using stats beyond just price-per-square-foot or comps:
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Number of CA (Confidentiality Agreements) signed
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Average tours per listing
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Number of offers
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Average days on market
If you don’t know these metrics, you’re a commodity, not an authority.
Know your numbers. Present your value.
And then bring in the heavy hitter:
Cash Flow Sensitivity Analysis.
Run projections showing different outcomes:
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Sell now vs 6 months from now
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With and without interest rate hikes
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Holding costs over time
Let the math do the persuasion.
You’re Not Just a Broker. You’re a Decision Coach.
Your job isn’t to “sell the property.” It’s to guide the owner to make the most informed decision possible. Sometimes that means listing. Sometimes that means waiting. But in every case, it means leading.
When you follow this framework, you:
✅ Win trust
✅ Build authority
✅ Create exclusivity
✅ Maximize commission
Related Resources
Frequently Asked Questions (FAQ)
Q: How do I convince an owner to reduce their price?
A: Don’t “convince”—guide. Use data, short-term testing, and questions to help them arrive at the right conclusion.
Q: Can I really charge a higher fee for a test period?
A: Yes. If you’re doing more work, taking more risk, or providing deeper insights—you should be paid more.
Q: What if the owner still won’t budge?
A: That’s a business decision. Not all listings are worth it. Use this framework to assess whether the opportunity is profitable for you.
Ready to Stop Competing on Price and Start Leading with Value?
The brokers who DOMINATE don’t chase. They don’t argue. They position, advise, and win.
Want more proven plays like this?
👉 Let’s see if coaching is right for you.
