Real Estate Prospecting: Master the 10 Commitments

Most real estate agents struggle not because they lack potential clients, but because they fail to convert them. The difference between top-performing agents and the rest? Mastering real estate prospecting. If you’re serious about increasing your deal flow, you need a structured approach to guide prospects from initial contact to a signed agreement. That’s where the 10 Commitments to Closing come in—a step-by-step framework designed to help you close more deals with confidence and consistency.

Let’s break down each commitment and how you can use them to turn more prospects into signed contracts.

The 10 Commitments to Closing

1. Commitment of Time
   Your first goal isn’t to sell; it’s to secure a commitment of time. Without a scheduled conversation, you have nothing. Ask for a set time to connect, whether it’s a phone call, a property tour, or a sit-down consultation. If they won’t give you time, they’re not a serious prospect—yet. Keep them in the pipeline, but don’t chase.
2. Commitment to Explore
   Once they’ve agreed to a conversation, your next step is getting them to explore their options with you. This means asking open-ended questions: “What’s your ideal home? What are you hoping to achieve with this move?” The key here is positioning yourself as their trusted guide, not a salesperson pushing a deal.
3. Commitment to Change
   Buying or selling real estate requires change, and people resist change by default. Your job is to help them commit to the idea that a move is necessary. Find their pain points: Is their current home too small? Are they wasting money on rent? Make them see why not taking action is a bigger risk than moving forward.
4. Commitment to Collaborate
   At this stage, they’re open to possibilities, but they need to see you as a partner, not just an agent. Use inclusive language like, “Let’s work together to find the right home for you” or “I’d love to strategize with you on getting top dollar for your sale.” When they feel like it’s a joint effort, they become more engaged in the process.
5. Commitment to Gain Consensus
   If there are multiple decision-makers (spouses, business partners, family members), you need all of them on board. Nothing kills a deal faster than an unconsulted spouse saying, “We need to think about it.” Get everyone involved early and address their concerns head-on.
6. Commitment to Invest
   Now it’s time to discuss financial commitment. Whether it’s securing pre-approval, putting in an offer, or committing to staging costs before listing, they need to have skin in the game. If they hesitate, revisit their motivation and remind them why they’re making this move.
7. Commitment to Review
   Before signing on the dotted line, prospects need to feel confident in their decision. Walk them through everything—comps, contracts, next steps. The more clarity they have, the less likely they’ll back out at the last second.
8. Commitment to Resolve Concerns
   This is where most deals fall apart. The prospect has concerns, but instead of addressing them, agents let them “think it over.” Instead, directly ask: “What’s holding you back?” Acknowledge their hesitations and provide solutions. If you don’t handle objections, someone else will—likely another agent.
9. Commitment to Decide
   You’ve handled objections. Now, you ask for the business. If you’ve gone through the previous commitments, this should feel natural. Say, “It sounds like we’re on the same page. Are you ready to move forward today?” Silence is okay—let them process. The best closers don’t fear the ask.
10. Commitment to Execute
    The deal isn’t done when the contract is signed. Execution matters. Buyers need to follow through on financing. Sellers need to prepare their homes. Your role doesn’t stop here—you guide them to the finish line and beyond, securing future referrals in the process.

Key Takeaways:

• Real estate prospecting requires more than just initial contact—they need structured follow-ups.
• Follow the 10 commitments to guide prospects naturally through the sales process.
• Objection handling is key—unresolved concerns kill deals.
• Confidence and persistence separate top agents from the rest.

Master these 10 Commitments to Closing, and you’ll never struggle with converting prospects again. Run the play, stay consistent, and watch your closings multiply.

Now—where do you think you’re losing prospects? Which commitment needs the most work? Identify it and start improving today.