Real estate is more than just buying and selling properties

It's a dynamic field that requires a keen understanding of market trends, human behavior, and strategic planning. For professionals committed to advancing their careers, it's crucial to stay informed, be adaptable, and utilize the right tools.

In this comprehensive guide, we'll explore effective strategies to elevate your real estate career, from mastering prospecting to leveraging technology. Whether you're an agent, investor, or industry pro, these insights are designed to boost your success.

When Sellers Say “My Cousin’s a Realtor”

You’re on the phone with a seller and everything’s going well, until they say:

“My cousin’s a realtor, so I’ll probably go with them.”

That one line has killed more deals than bad credit and faulty roofs combined. But here’s what most investors or agents get wrong: they try to push back too soon, or give up too fast.

This objection isn’t a dead end. It’s a deflection, and an opportunity.

Understanding Seller Psychology When They Mention Agents

When sellers bring up their cousin, it’s often about comfort, not commitment. They may not even have spoken to the cousin yet. This statement is often code for:

• “I’m unsure and need time to think.”

• “I don’t know you well enough to trust you yet.”

• “I want to avoid confrontation or making the wrong decision.”

Most sellers default to what’s familiar. Family is familiar. So is their cousin with a license. But what they really want is someone who:

• Makes the process easy

• Understands their pain point

• Solves their real problem, not just lists the property

This is where positioning and education beat persuasion.

How to Respond With Confidence

Here’s how to keep the door open, without sounding like you’re arguing with their cousin.

Option 1: Disarm with empathy

“Totally understand, if I had a cousin in the business, I’d feel the same way. Can I ask though, have you committed to working with them yet, or are you still just weighing your options?”

Option 2: Clarify the seller’s goals

“Makes sense. Just so I understand, are you looking to fix it up and list for top dollar, or do you want to sell it quickly and be done without repairs, showings, or fees?”

Option 3: Separate your offer from theirs

“I’m not here to compete with your cousin. Just offering a different kind of solution, more like Amazon, not a consignment shop. Fast, cash, no hassle. That sound like something you'd consider?”

This takes the pressure off and helps the seller focus on outcomes, not loyalty.

The Power of Positioning: Why You Can Win Even If You’re Not the Cousin

Being the cousin’s competition doesn't mean you have to fight them. You just need to position yourself as a totally different option.

Here’s how to do that:

• Reframe the decision: It's not “you vs. cousin.” It's “quick and done” vs. “list, wait, show, and hope.”
  Educate the seller: Many don’t realize that agents can't promise cash or fast closing. You can.

• Introduce the idea of fallback: “If it doesn’t work out with your cousin, I’d be happy to be Plan B, and I’ll make sure that’s a real option.”

If your offer matches their real motivation, the cousin can’t compete.

Harnessing the Power of Technology

Technology is transforming how real estate professionals operate. From AI-driven insights to automated follow-ups, leveraging the right tools can significantly enhance efficiency and results.

• Automated follow-up systems: Never let a lead go cold. Systems like Goliath automate follow-ups with texts, emails, and reminders, ensuring you're always at the forefront of potential clients' minds.

• AI in real estate: Use AI tools to analyze market trends, predict property values, and identify investment opportunities. These insights can give you a competitive edge.

• CRM systems: Manage contacts, track interactions, and streamline communications with a robust CRM system. This ensures that no detail is overlooked and helps maintain strong client relationships.

Navigating Off-Market Deals

Off-market deals offer a unique opportunity for real estate professionals to secure exclusive arrangements. Here’s how to tap into this market:

• Develop a local network: Often, the best off-market deals come from word-of-mouth referrals. Establish a network of local contacts who can provide inside information.

• Stay informed: Keep an eye on properties that may not have hit the market yet. This involves understanding local trends and being in tune with community developments.

• Offer competitive proposals: When you find an off-market opportunity, be prepared to act quickly with competitive offers that meet the seller's needs.

Avoiding Burnout and Maintaining Balance

The real estate industry is fast-paced and demanding. To maintain longevity and success, professionals must prioritize their well-being and avoid burnout.

• Set realistic goals: While ambition drives success, setting unattainable goals can lead to frustration and fatigue. Break larger goals into manageable milestones.

• Prioritize work-life balance: Schedule time for personal activities and make it a priority. A balanced life enhances productivity and creativity.

• Delegate tasks: Utilize assistants, whether human or digital, to manage routine tasks. This allows you to focus on high-impact activities that drive your business forward.

Embracing Continuous Learning

The real estate field is constantly evolving, and staying informed is key to staying relevant. Commit to lifelong learning by:

• Attending workshops and seminars: These events provide valuable insights and networking opportunities.

• Reading industry publications: Stay current on trends, regulations, and innovations that affect the market.

• Learning from your experiences: Reflect on past deals to identify what worked and what could be improved.

Let the Cousin List, Let You Solve

When a seller says, “My cousin’s a realtor,” don’t panic.

They’re not shutting you down; they’re buying time.

Your job is to:

• Ask better questions

• Understand the motivation beneath the objection

• Offer clarity and options, not pressure

By doing that, you show up as a trusted guide, not a pushy competitor.

And even if the cousin lists the property, you’ll be the one they call when it doesn’t sell, or when they’re tired of waiting.

If you want to talk to sellers before the conversation ever comes up, Goliath helps you identify the right leads and automate the follow-up.