The Price Softener is one of the 13 R2R archetypes. Avoids direct money conversations. It is a behavior pattern, not a personality type, and it can change.
The Price Softener is one of the 13 R2R archetypes. Avoids direct money conversations. It is a behavior pattern, not a personality type, and it can change.
Money talk feels confrontational, so softening it feels polite. It also lowers the agent's perceived value.
Lower fees and weaker pricing positions.
Listen to a few fee conversations. Early discounting is easy to hear. See also the page on why good agents discount before anyone asks.
Often from the expectation of an objection that has not happened yet. The article on why good agents discount before anyone asks covers it.
The R2R Assessment identifies a primary archetype plus secondary and tertiary patterns.
No. It describes a work behavior pattern and is not medical or mental health advice.
Related reading: All 13 archetypes · The R2R Assessment · Sales reluctance · Real estate agent assessment
Dr. Jeffrey Scott Stanton, DCH is the former EVP of Learning & Development at Douglas Elliman Real Estate and the founder and Chief Learning Officer of R2R Diagnostic Group, where he helps real estate organizations and agents diagnose and fix the behavioral patterns behind inconsistent performance.
The R2R Assessment identifies which pattern is actually running and what to do about it. Take a look at the assessment, or book a conversation.