Every agent has one right now.

 

A buyer who's been "thinking about it" for three months. A seller who keeps saying the timing isn't right. A client who responds to every update with "we'll see."

 

You've done everything right. You've sent the data. You've had the conversations. You've been patient.

 

And they're still stuck.

 

Here's what I want you to understand. It's not the market. It's not the rate. And it's not you.

 

It's their brain.

 

Sarah Juarez and I spent an entire coaching session on this — and it changed how I think about every stuck client conversation.

 

Layer 1 — What they're saying. "The rates are too high." "We need to wait for prices to drop." "We're just not sure yet." This is the surface layer. It sounds like an objection. It's actually a symptom.

 

Layer 2 — What they're feeling. Underneath the words is fear. Fear of making the wrong decision. Fear of overpaying. Fear of regret. There's actual neuroscience behind this — the fear of a bad outcome is neurologically twice as powerful as the excitement of a good one. That's loss aversion. It's baked in. Your client isn't being difficult. Their brain is doing exactly what brains do.

 

Layer 3 — Who they're afraid to become. This is the one most agents never find. It's identity. A buyer who grew up watching their parents struggle financially is terrified of the version of themselves who makes a bad investment. A seller who built their life in that house isn't just selling square footage. They're grieving. Until you address the identity layer, no amount of data is going to move them.

 

 

You stop asking "what do you think?" and you start saying four words:

 

When someone is overwhelmed, they don't need more options. They don't need more data. They need a guide. They need someone to hand them the very next step — small enough to say yes to, clear enough to actually do.

 

For a stuck buyer it sounds like:

 

For a stuck seller it sounds like:

 

Notice what both of those do. They take the decision off the table. They replace "what do you think?" with a single, small, doable action. And every small action builds momentum.

 

You're not pushing. You're guiding.

This week, identify one stuck client — buyer or seller — and use the framework.

 

First, ask yourself which layer they're actually stuck on. Is it the surface objection? The fear underneath? Or something deeper about who they see themselves as?

 

Then craft your "here's what happens next" message. Keep it to one small step. Deliver it one of two ways:

 

💬 By text: "Hey [name] — I've been thinking about where we left things. Here's what I'd like to do next: [one small step]. Does [day] work for you?"

 

📞 By voicemail: "Hey [name], it's [your name]. I just wanted to reach out because I've been thinking about you. I don't need a decision from you — I just want to give you one small next step that makes this feel a little less overwhelming. Give me a call back and I'll walk you through it."

 

One stuck client. Two touchpoints. This week.

 

I gave you the instructions, now it's your turn to take it and run!

🎧 We're sharing Claude tools for Real Estate Agents

We've been putting together and sharing different Claude hacks for real estate agents. It's been amazing to see the response, some of you area soaking in everything we've put together. My YouTube channel has a playlist with all the videos so far. Check the description for the resources!

😲 Don't sleep on these offers!

 

 

Use my code KRISTI30 for 30% off. Applies to monthly AND yearly memberships.

 

How to do it:

Speaking Season is here! I'll be on stage with Tom at the following Edge Events, where we take you behind the scenes of what’s really working to win more deals and scale your business. The Edge was designed for committed agents looking to maximize their efficiency and adapt their systems for today’s environment. You’ll learn cutting-edge strategies for attracting buyers and sellers, AI automation, closing deals faster by leveraging the data consumers care about today, and controlling the narrative in your hometown. Just one day is all it takes to master the skills, confidence, and knowledge to make you a listing leader in your city.

These are just the cities I'll be in! Check the full list for your area. 👇🏻

Taking the time to execute on these small tasks is what places you in a position serve more people and increase your earnings.

Don't forget

This exercise is primarily designed to 🗓️ SET APPOINTMENTS! Track your progress and pay attention to what’s converting. I’d love to hear what you discover.

Wanna make magic together?

I coach, consult, speak on stage, and occasionally break out into dance. Which one can we do together? ⤵️ 

**This is not a coaching solicitation to any current Tom Ferry coaching clients working with another coach**