In today’s market, agents negotiate through strategy, relationships, and timing, not just price. Experience, positioning, and communication determine who wins in multiple-offer situations.
How Do Agents Negotiate in This Market?
Real estate negotiation in today’s market isn’t just about numbers, it’s about timing, tone, and strategy. Whether you’re buying or selling in San Francisco or Marin, the way your agent communicates can be the difference between an accepted offer and a missed opportunity.
1. Experience Guides Every Move
Experience gives an agent intuition, the ability to read between the lines in every email, showing, or phone call. In a market that shifts weekly, seasoned agents recognize subtle signals: when a listing agent’s tone softens, when a seller’s urgency rises, or when a competing offer is bluffing strength.
Good negotiation isn’t about aggression, it’s about awareness. A skilled agent anticipates reactions, builds rapport, and makes the deal feel like a win for both sides, even when the outcome heavily favors their client.
2. Positioning Matters as Much as Price
In multiple-offer situations, your agent’s ability to position you strategically is critical. That means presenting your offer in a way that inspires confidence, not just in the number, but in the people behind it.
Being a well-respected agent who fights for clients with solid information and timely market knowledge builds the kind of reputation that gets offers accepted.
A well-written, complete, and clean offer package signals competence and reliability. The listing agent needs to believe the buyer’s team, Agent, lender, and buyer, will perform smoothly through escrow. That trust can often beat a slightly higher offer from an uncertain party.
When I present my buyer’s offer, I know it only takes a good listing agent a few seconds to sense the standard the presenting agent holds themselves to. Those details make all the difference. A poorly written offer can mean the difference between receiving a counteroffer or getting a call only after the deal has already been done with someone else.
3. The Art of the Follow-Up
Follow-up is one of the most misunderstood parts of negotiation. Too frequent, and it looks desperate. Too slow, and you lose momentum.
A good agent knows how to stay top of mind without being intrusive, when to text, when to call, and when silence is more powerful. The goal is to stay visible in the decision-maker’s mind, especially when offers are close.
Sometimes, just a single, well-timed call, showing professionalism and genuine interest, is what tips the deal in your favor.
4. Leverage Through Relationships
In markets like San Francisco and Marin, relationships between agents carry real weight. Many top agents have worked with each other for years — sometimes dozens of times. That familiarity builds trust, and trust reduces perceived risk for a seller.
If the listing agent is someone I don’t know well, I make a point to connect with them before presenting my client’s offer. Over the years, I’ve seen what a difference that small effort can make for my buyers, and I’m always happy to do it.
When a listing agent knows your buyer’s agent delivers on their promises, that relationship becomes a form of leverage. It can turn a near tie into a win.
5. Communication Style Defines the Outcome
The best negotiators don’t look to argue their case, they look to guide the conversation. Tone, pacing, and clarity matter. A sharp but respectful message, a well-timed check-in, or even how an agent phrases contingencies can shift the entire energy of a deal.
Sometimes the goal is simply to give the listing agent the information they need to fully understand the offer, so they can, in turn, explain it clearly to their seller. Data and the ability to communicate make the difference.
In this market, communication is negotiation. Every word, and every pause, carries weight.
Do you have questions? Get In Touch!
The Bottom Line
Successful negotiation today is about experience, positioning, and communication. A skilled agent doesn’t just write offers, they orchestrate outcomes, balancing psychology, market data, and human connection.
If you’re thinking about buying or selling, work with someone who understands how to navigate multiple offers and competing interests with clarity and poise.
Oliver Burgelman
Realtor® | Vanguard Properties
📍 San Francisco & Marin County
📞 415-244-5846
