You’re making progress with the seller. You’ve built trust. You’ve uncovered motivation.

And then it happens: “I should probably just ask my cousin, he’s a realtor.”

Cue the emotional deflation.

But don’t panic. This isn’t the end of the conversation. It’s a fork in the road.

And if you handle it well, it can actually deepen trust, and even win you the deal.

This article will show you how to:

• Respond calmly (without sounding threatened or dismissive)

• Reframe the conversation so you stay relevant

• Use logic and empathy to separate relationships from results

• Keep control of the dialogue, even if the cousin stays involved

• Use data, options, and value to out-position the competition
  
  
  

Let’s walk through exactly what to say, what not to say, and how to play this moment right.

First: Why Sellers Bring Up Family Realtors

Before you respond, understand what’s really happening.

When a seller says they have a cousin (or friend, or neighbor) who’s a realtor, they’re not necessarily trying to shut you down.

They may be:

• Buying time. They’re overwhelmed and looking for a reason to delay.

• Feeling loyalty. They want to avoid upsetting family dynamics.

• Assuming equivalence. They think “a realtor is a realtor.”

• Trying to anchor you. They want to see if you’ll lower your offer or sweeten the deal.

What you don’t want to do:
Get defensive. Get dismissive. Or act like it’s game over.

What you do want to do:
Keep the conversation open, and make them curious enough to keep talking to you.

Step 1: Stay Calm, Stay Curious

Start with empathy, not ego.

Say:

“Totally understand, I have family in real estate too. Always good to have people you trust.”

Then follow up with:

“Can I ask, are you thinking of having them list the property, or just getting some advice?”

This question does two things:

1. It clarifies intent (you’re not assuming anything).

2. It keeps the door open for different outcomes.
   
   
   

Step 2: Reframe with Logic + Options

Once you know their cousin may be involved, you don’t fight it.
You pivot.

If they’re leaning toward listing:

“Listing can absolutely work, it really depends on how much time you’re okay spending on showings, inspections, and repairs. Are you thinking more traditional route, or are you trying to get it done quicker without all the back-and-forth?”

If they’re unsure:

“There’s no wrong move. It just depends on your goals. Would it help if I showed you a couple of different options side-by-side, cash, listing, or even something in between?”

The goal is to gently separate the relationship from the result.

Step 3: Anchor to the Seller’s Needs, Not Your Offer

Instead of pitching yourself, focus on what they want:

• A fast close?

• No showings?

• No repairs?

• Certainty over price?
  
  
  

Say:

“Your cousin may be able to help you list it at top dollar, which is great if time isn’t a big factor. What I offer is speed, simplicity, and certainty. If that’s something you want, I’d be happy to show you what it looks like.”

Pro tip:
You’re not asking them to choose you over family.
You’re helping them choose the best path for their situation.

That’s an easier decision, and one they’ll feel good about.

Step 4: Offer to Involve the Cousin (Yes, Really)

This one sounds bold, but it’s powerful.

“If it helps, I’m happy to walk through the offer with your cousin too. I’m used to working with agents, whether it’s a listing or not, they’ll want to make sure you’re taken care of.”

Why this works:

• It’s confident, not competitive

• It disarms defensiveness

• It shows you’re not hiding anything

• It puts you in control of the next step

Step 5: Let the Numbers and Certainty Speak for You

At this point, you’ve kept the conversation alive. Now you deliver clarity and value.

Use phrases like:

“Here’s what I can guarantee…”
“Here’s how quickly we can get it done…”
“Here’s the net amount you walk away with after everything…”

The cousin may be family.
But you can still be the one who brings the best solution, backed by clear terms, a timeline, and no fluff.

How Goliath Helps You Win When Emotions Run High

With Goliath Data, you’re not just another option, you’re a strategic expert with tools to help sellers make better decisions.

• See distress signals that family agents may miss

• Pull comps and condition reports instantly

• Present a clear comparison between listing, cash, and creative deals

• Keep leads warm with automated follow-up if the cousin drops the ball

You’re not just trying to “beat the cousin.” You’re showing up with options, empathy, and a system that delivers.

The Best Deals Aren’t Won, They’re Earned

You don’t have to win a family loyalty contest. You just have to be the most helpful, most thoughtful, most clear guide in the room.

When you handle this moment with maturity, confidence, and care, here’s what often happens:

• The cousin never gets called.

• The cousin gives them the green light to go with you.

• The seller chooses the person who solved their problem, not the one who shared their last name.

Because at the end of the day?

This isn’t about blood. It’s about value. And when you deliver it, consistently and clearly, you win.