If your buyer clients keep stalling, ghosting, or drifting, don’t reach for a better script, writes lead generation expert Josh Reese. Aim for better processes.
I failed at this early in my career in real estate. When I first entered the real estate industry, I thought I needed to sell people, especially buyers. That’s what I think a new agent should do. Get leads, persuade, win, and get closer to your opponents.
Then I got to work and quickly realized something. Most buyers don’t need any motivation. they already have it.
People who take the time to get pre-approved, find an agent, and then start looking for a home aren’t sitting there waiting for a pep talk. They sit there and hope that you know what they’re doing and can get you to the closing table without making any costly mistakes.
A quiet problem in the industry is that many agents confuse sales with leadership. They try to hype the buyer instead of coaching them, and end up with the buyer feeling pressured and unsupported. Both lead to the same result. That means stalled timelines, ghosting, or deals falling apart because there’s no one at the helm.
Motivation is not the problem. uncertainty is
If a buyer is really unmotivated, you’ll know right away. They do not react and continue to restart their search every week as if it were a hobby, avoiding any decision to move forward. But most buyers don’t. Most buyers are motivated. They are simply uncertain.
That anxiety looks like hesitation. They worry about overpayments, inspections, appraisals, negotiations, timing, and whether they’re about to make a big mistake. The new agent misinterpreted that hesitation as a need to sell. Experienced agents read this as a must-lead.
What does leadership look like in the real estate industry?
Leadership is not about being vocal. It’s not pushy. You’re not delivering a script like you’re acting.
Leadership is about creating clarity and maintaining boundaries when emotions are expressed.
Buyers feel reassured when they understand what will happen next. Setting expectations early on, explaining the process before it gets stressful, and letting them know what’s important, what’s not, and what the real risks are will put them at ease.
Leaders tell the truth even when it’s inconvenient. If the house is too expensive, say it. If the neighborhood doesn’t suit their lifestyle, say it. If your budget and wish list don’t match the market, make an offer sooner rather than after 10 showings.
Many buyer complaints stem from agents acting like order takers. They open the door, nod along, and hope that the buyer will eventually choose something. It’s not a service. That’s avoidance.
The hidden costs of “just showing homes”
All showings require cost, time, gas, calendars, and attention. If you’re showing a home to buyers who aren’t really ready to make a decision, you’re paying for it without a plan, and even if you’re “busy,” your business’ calculations start to go awry.
Goals are not about pressure. The goal is momentum. Momentum comes from clear next steps, clear decision-making processes, and consistent communication that allows buyers to interpret the market and make decisions with confidence.
If they are not motivated, it is usually your process
This is the part that stings a little. If you’re showing someone around your home who isn’t motivated, something is wrong. Either they aren’t ready to begin with, or your follow-up and nurturing isn’t doing its job.
Many agents treat follow-ups like reminders. Send text message. Checking in. Ask if there is anything they would like to see.
It’s not a follow-up, it’s noise. True follow-up means providing leadership from a distance. Buyers are guided both during and between showings, allowing them to move forward with clarity and confidence.
If buyers remain stagnant, the question is not “how do I sell?” The question is what decisions are they avoiding and why?
Buyers want the closing table, not motivation.
Most buyers wake up in the morning and hope that my agent will inspire me today. I hope they wake up and don’t screw this up. They want to reach the final table with as few regrets as possible.
Your job is to reduce regret. It happens through preparation, anticipation, and guidance. It also takes place in leadership moments that most agents skip, such as explaining the offer process before the first offer, explaining the inspection before the inspection, and explaining the risks of the appraisal before it’s at stake.
That way, buyers won’t feel like they’re being pushed. they feel protected.
Sales is noise, leadership is service
Buyers don’t need to pitch. They are already motivated and wouldn’t talk to you with pre-approval otherwise.
They need leadership.
If your buyer client keeps stalling, ghosting, or drifting, don’t reach for a better script first. In the real estate industry, the agent who guides you wins, so strive for a better process.
Josh Ries is a real estate agent and lead generation consultant. You can connect with him on TikTok and Instagram.
