Lately, I keep hearing the same kinds of lines:
“We’re only $10K apart.”
“The board would be insane not to accept this price.”
“My buyers just didn’t feel comfortable offering over ask.”
“They loved it. Said it was the one. Then ghosted.”
“They wanted that unremarkable chandelier and would not move forward without it.”
On paper, these deals are so close you can almost hear the champagne cork.
In reality, they are stalling out.
There is a line in Almost Famous where Lester Bangs says, “The only true currency in this bankrupt world is what you share with someone else when you’re uncool.” That is the truth of this market too. The way out of “almost” is not more polish or pressure. It is real connection, real perspective, and the kind of trust that makes a client feel safe enough to take the next step.
This is a market full of almosts, where buyers almost make the offer, sellers almost say yes, and agents almost get the deal done. Then comes the pause, the drift, the silence.
Why “Almost” Happens
Behavioral economics offers some clear explanations:
- Status quo bias: People default to inaction because change feels riskier than staying put.
- Loss aversion: Potential losses weigh twice as heavily as equivalent gains in the human mind.
- Decision fatigue: In a complex market, the mental cost of choosing is high, so people delay.
Add these to real estate’s high stakes and the emotional load becomes heavy enough that hesitation feels safer than action.
How to Move a Client From “Almost” to “Actually”
1. Simplify the next step
The brain resists big, irreversible leaps. Skip “Let’s sign a contract.” Instead, say “Let’s draft terms so we can see how this looks on paper.” Small commitments reduce resistance.
2. Frame the cost of waiting
Loss aversion works in your favor here. Instead of focusing only on upside, point out what could disappear: favorable terms, rare inventory, negotiating leverage.
3. Anchor them to their why
Hesitation is often fear disguised as prudence. Bring them back to the motivation that started this search: more space, better location, investment potential. Keep the conversation grounded there.
4. Replace pressure with perspective
High-pressure tactics can trigger reactance, which is the pushback against feeling cornered. Position yourself as the calm strategist who helps them decide with confidence.
Coaching Corner: The Patience and Action Balance
Your job is not to shove clients over the line. It is to keep them moving without triggering retreat. The agents I coach who convert the most “almosts” are:
- Tracking stalled deals with as much focus as active ones.
- Creating weekly touchpoints with one property, one market stat, or one new idea to keep momentum alive.
- Seeing hesitation as a phase to manage, not a sign to walk away.
In Almost Famous, the band finally gets its big moment. The tour bus becomes the arena stage. The byline makes the front page. The almost becomes the actual.
That is the work in this market. You turn almost into actually. You create the moment when the deal gets done and everyone knows they were right to trust you.
If you are ready to build the systems and language that make that shift happen, I am here to help.
