Learn how to train your agents to handle tough pricing conversations with confidence using the Price or Patience framework. Discover scripts, checklists, and training videos from Icenhower Coaching & Training’s Agent Management Portal to help your team master seller objections.
Every real estate agent eventually finds themselves face-to-face with a seller who insists their home is worth more than the market will bear. It’s one of the most uncomfortable and emotionally charged moments in real estate. Sellers are attached to their homes, their memories, and often to a number they’ve already decided is “fair.”
For agents, the challenge isn’t just delivering the truth — it’s doing it in a way that protects the relationship, builds trust, and still gets the listing sold. That’s where the Price or Patience framework comes in. At Icenhower Coaching & Training (ICT), we teach this simple, powerful approach to help agents navigate these moments with professionalism and confidence.
VIDEO: Price or Patience: Real Estate Scripts That Help Agents Handle Tough Seller Conversations
The “Price or Patience” Real Estate Framework
The concept is simple: sellers can choose price or patience — but not both.
They can either price the home right for the market and sell quickly, or they can hold out for a higher number and be prepared to wait.
By clearly outlining these two paths, the agent reframes the conversation from confrontation to collaboration. The seller begins to see the agent as a trusted advisor, not an adversary.
Here’s how it works:
Present data first. Show comparable listings, days on market, and absorption rates.
Explain the tradeoff. “You can choose price or patience — price it right and sell quickly, or hold firm and wait.”
Let the seller decide. Empowering the seller to make the call reduces friction and builds trust.
When framed this way, sellers feel respected and informed rather than pressured or corrected.
Training Agents to Handle Seller Objections with Confidence
Many agents know what to say — but struggle with how to say it. That’s why objection-handling training is one of the cornerstones of ICT coaching programs.
Agents can learn to manage conversations effectively using the ICT Seller Objection Handling Scripts inside the Agent Management Portal (AMP). These scripts give them word-for-word examples for real situations, including:
Sellers who “just want to test the market”
Homeowners comparing their property to “that one down the street”
Clients who say, “Let’s just start high and come down later”
By practicing these scenarios, agents can move from anxiety to mastery — no more stumbling or guessing.
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ICC will create a customized and branded real estate training website for your team, brokerage or real estate company!
Your Custom Training Suite will be branded with your company’s logos, colors and themes. You will have full access to ALL of ICC’s training courses and systems, a customized progress reporting dashboard, certifications, designations and complete administrative access and control over your own group of users, even add YOUR OWN localized training courses by “drag and drop”, easy to use for topics like file compliance, new agent orientation, MLS systems, CRM training, and office administrative agent orientation and onboarding.
Scripts Create Confidence
When agents rely on proven scripts, they communicate authority. A script isn’t about sounding robotic — it’s about sounding ready. The best agents rehearse their lines the same way professional athletes rehearse plays.
For example:
“Mr. and Mrs. Seller, I completely understand wanting to start at a higher price. Most homeowners feel the same way. What we’ve found is that homes priced accurately generate more offers and often sell for more because they create competition.”
That’s a direct script from the ICT Seller Objection Playbook. It defuses tension while educating the client — a balance that separates seasoned pros from amateurs.
Use Seller Checklists to Show Strategy, Not Just Price
Too often, pricing discussions get reduced to a single number. But professional agents know it’s about the strategy behind that number. That’s why we teach our coaching clients to use Seller Checklists during listing appointments.
A Seller Checklist turns an uncomfortable conversation into a structured process. It walks the client through:
Pre-listing preparation and staging steps
Marketing timelines and open house schedules
Price review intervals
Expected buyer feedback cycles
When sellers see these steps visually, they begin to understand that pricing is just one part of a much larger system designed to achieve their goal — a successful sale.
This also reframes the conversation from “My agent wants me to lower the price” to “My agent has a clear plan to help my home sell.”
Learn more about the Agent Management Portal
Looking for the best way to add value for your agents? The Agent Management Portal is a powerful learning management system. You get access to all of our state-of-the-industry training materials, as well as tools to help you create your own training content for your agents.
Reinforce Skills with Visual Coaching Tools
The ICT Agent Management Portal (AMP) takes this learning to another level. Inside AMP, agents can access a full library of training videos, visual coaching modules, and role-play demonstrations designed to reinforce the Price or Patience framework in action.
Watching seasoned coaches demonstrate these conversations builds agent confidence faster than any script on paper ever could. AMP gives team leaders and brokers a way to make this training repeatable and scalable across the entire organization.
Through consistent exposure and practice, agents learn to:
Handle pricing objections without losing rapport
Use visual aids and checklists to guide sellers
Maintain control of conversations while showing empathy
Demonstrate value through data and professionalism
When you train this way, your agents not only win more listings — they retain more clients and referrals too.
Why “Price or Patience” Is So Effective
There’s psychology behind this framework. By offering two clear, reasonable choices — price it right or wait — you eliminate resistance and create ownership. The seller feels empowered to choose their path.
Even better, when they choose the “patience” option, you can follow up in two weeks with market feedback, showing how data supports adjusting the price. That’s a natural, non-confrontational way to revisit the conversation.
In short: the Price or Patience framework sets up future success, even when sellers initially resist.
Empowering Brokers, Teams, and Leaders
For brokers and team leaders, teaching this framework is about more than just improving conversion rates. It’s about elevating the professionalism of your entire organization.
When agents can confidently handle objections, it reduces turnover, improves client satisfaction, and enhances your reputation in the marketplace. Top producers want to join teams where training and systems are strong — and AMP is built to provide exactly that foundation.
How to Implement This Training in Your Business
Introduce the Price or Patience framework at your next team meeting.
Role-play the conversation using ICT’s pre-written scripts.
Distribute the Seller Checklist as a leave-behind for listing presentations.
Assign AMP training modules on handling seller objections.
Review outcomes in your team dashboard and celebrate improvement.
The key is consistency. The more your agents practice, the more natural these conversations become — and the more trust they build with clients.
From Theory to Mastery: How AMP Helps
The ICT Agent Management Portal was designed to help brokers and team leaders implement systems like this quickly and effectively. AMP centralizes:
Coaching videos and frameworks
Downloadable scripts and checklists
Agent tracking dashboards
Accountability tools and progress reports
Instead of teaching agents one by one, you can scale up your leadership by leveraging AMP’s library and automation features. Your entire team gets trained the same way, every time — without adding hours to your calendar.
Final Thoughts: Build Confidence. Win Conversations.
At the end of the day, great agents aren’t born confident — they’re trained to be confident. The Price or Patience framework is one of many systems that help real estate professionals turn awkward moments into opportunities for trust and clarity.
If you want your team to master tough conversations, build stronger client relationships, and operate with consistency, it starts with having the right tools.
👉 Book a free demo of the ICT Agent Management Portal today and give your agents everything they need to look, sound, and perform like true professionals.
