The Truth Behind Buyers Who Say They’re “Just Looking”
This article will help you decode that phrase, unpacking buyer psychology, explaining what it really means, and showing you how to respond so you don’t waste time (or blow a deal with someone who is serious, just hesitant).
In real estate, especially in acquisitions, wholesaling, and dispositions, there’s one phrase every seller or wholesaler hears almost weekly:
“I’m just looking right now.”
It’s harmless on the surface. But as any experienced investor knows, those three words can mean a dozen different things, depending on who says them, when they say it, and how they say it.
This article will help you decode that phrase, unpacking buyer psychology, explaining what it really means, and showing you how to respond so you don’t waste time (or blow a deal with someone who is serious, just hesitant).
Let’s dig in.
Why Buyers Say “I’m Just Looking”
Before we break down the subtext, let’s understand the core reasons buyers lean on this phrase:
Psychological safety – It’s a low-commitment way to gather information
Avoiding pressure – They want to avoid being “sold to” too early
Still evaluating – They aren’t sure about the property, deal type, or YOU yet
Masking intent – They’re interested but don’t want to show all their cards
Not qualified – Some just aren’t ready to make moves (funding, experience, etc.)
Bottom line: “I’m just looking” is rarely about only looking. It’s usually a placeholder while the buyer figures out what they really want or can do.
Decoding the 5 Buyer Types Behind “Just Looking”
Let’s break down the most common buyer types that use this phrase, and how to spot what they actually mean.
1. The Cautious Buyer
They’re serious, but slow to commit.
What They Say:
“Just looking at a few markets right now.”
“Still figuring out my buy box.
“I’ve been looking at a lot of deals lately.”
What They Mean:
“I’m interested, but I don’t trust you yet, and I don’t want to be sold something I’ll regret.”
How to Respond:
This buyer needs information, not pressure. Give them value and ask smart, low-stakes questions like:
“Got it, curious, what’s been catching your attention lately in the market?”
This helps them open up while keeping the conversation consultative, not pushy.
2. The Assignor/Wholesaler in Disguise
They’re not “just looking”, they’re “just shopping your deal to someone else.”
What They Say:
“I’m just looking right now, but might have a buyer for this.”
“Checking it out, could be a good fit for someone I know.”
What They Mean:
“I’m testing the waters to see if I can lock this up and move it before I commit.”
How to Respond:
Don’t call them out directly. Instead, set boundaries:
“Happy to get you access. Are you looking to take this down yourself, or assign it to someone in your network?”
Also ask:
“What’s your closing process typically look like?”
“Do you use your own funds or partners?”
“What timeline are you usually working with?”
If they squirm or stay vague, you know what you’re dealing with.
3. The Dreamer (No Funds Buyer)
They’re interested in the idea of investing, but don’t have capital, credit, or clarity.
What They Say:
“I’ve been following deals like this for a while.”
“Still trying to figure out if now’s the right time.”
“Just learning the ropes.”
What They Mean:
“I want to be in this game, but I don’t actually have the resources to move.”
How to Respond:
Be kind, but firm. You don’t want to waste time, but this is a potential future buyer, referrer, or student.
Try:
“No problem at all, are you building toward buying in the next few months or just exploring for now?”
Offer light resources (e.g. free deal calculator, video breakdown of similar deals) and set a reminder to follow up later.
4. The Information Miner
They want all your comps, contractor quotes, and data, but won’t commit.
What They Say:
“Can you send me the full inspection report?”
“What’s the ARV and how did you get that number?”
“How long has it been on the market?”
What They Mean:
“I want to know everything you know, so I can analyze it or pitch it elsewhere.”
How to Respond:
Gate the info. Respond with:
“Happy to share those with serious buyers. Are you looking to close on this one yourself?”
You can also require POF or soft commitment before sending full docs.
5. The Burned Buyer
They’ve been burned before, by bad wholesalers, failed flips, overhyped deals.
What They Say:
“Just looking for now.”
“We’ll see, been through a few rough ones lately.”
“Let me check with my guy.”
What They Mean:
“I’ve been pressured or screwed before, so I don’t trust people easily anymore.”
How to Respond:
Empathy first. Say something like:
“Totally get that. Most of our buyers come to us because they’ve had bad experiences. We keep it real and only pitch deals that make sense.”
Offer transparency, not pressure.
What to Ask Instead of “Are You Interested?”
If someone says “just looking,” don’t press with:
“Well are you in or not?”
“This won’t last long.”
“I’ve got others lined up.”
Instead, ask questions that reveal their stage of readiness, such as:
“What’s your main criteria when you're buying right now?”
“Are you looking for rentals or flips?”
“What’s your ideal price range or zip code?”
“Have you done many deals this year?”
These help the buyer talk, and you uncover truth without confrontation.
7 Silent Cues That Reveal Buyer Intent
Even if they say “just looking,” watch for these:
Speed of response – The faster they reply, the more interested they are
Specific questions – Vague = just browsing; specific = engaged
Willingness to schedule a call or show – Major signal
Mentions of funding or timeline – Indicates planning
Comparison to other deals – They’re actively evaluating
Early asks about EMD/title – Strong sign of intent
Multiple team members copied or CC’d – This is a real operation, not just browsing
If you see 3 or more of the above, you’re likely dealing with someone closer to serious action, even if they claim otherwise.
What “Just Looking” Looks Like in Writing
Example 1: Not Serious
“Hey, this one looks cool. I’m just checking out what’s on the market. Can you send me pics?”
→ Vague, no urgency, no details. Keep it casual.
Example 2: Semi-Serious
“I’m just looking right now, but I’ve been eyeing 2/1s under $100K in North Phoenix. Does this have tenants or is it vacant?”
→ Shows preferences and context. Worth engaging.
Example 3: Serious Buyer (Disguised)
“I’m just looking, need a few more photos and rent roll if possible. If it fits our fund’s numbers, we move fast.”
→ This is not “just looking.” Get them on a call.
How to Turn “Just Looking” Into “Let’s Do It”
To move a buyer down the pipeline:
1. Acknowledge and ask
“Totally fine. Out of curiosity, what kind of deal would get you to jump right now?”
2. Match them with a low-risk offer
Send a property that matches their buy box with low complexity (turnkey, clean title, fast close).
3. Offer a no-pressure walkthrough or call
“Want to hop on a quick call to walk through the numbers together?”
4. Send social proof
Share success stories, quick stats on your close rate, or testimonials. Helps warm up cold leads.
Build a Follow-Up Funnel for “Just Lookers”
Just because someone isn’t ready today doesn’t mean they won’t be in 30 or 60 days. Use a simple funnel:
3-Day Follow-Up
“Totally understand you’re just looking. Let me know if any questions come up, I’ll keep you in mind if anything perfect pops up.”
Weekly Nurture Email
Send a quick update on market trends, recent closes, or new inventory, no pressure.
30-Day Check-In
“Still just browsing or are you closer to making moves now?”
Track open rates, click-throughs, and replies to segment them into:
Hot leads (3+ engagements)
Warm leads (1–2 opens/clicks)
Cold leads (no engagement)
“Just Looking” Isn’t a No
In real estate, “I’m just looking” is a soft way of saying:
“I might say yes, but I don’t want to say it yet.”
That’s an opportunity.
It means your job is to build trust, read between the lines, and guide the conversation until they’re ready to move.
Don’t pressure them. Don’t chase them.
Just listen, diagnose, and deliver the right offer when the time is right.
Because behind every “just looking” is someone who once upon a time said that… and ended up signing the deal.
Written By:
Austin Beveridge
Chief Operating Officer
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